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Why Brands Go People-First on Social

Posted Under: Social Pros Podcast
New Social Pros Cover Image
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


It’s easy to get distracted by the trends, new platforms, and brands that are social media stars in their own right. But how do you create a strategy that’s right for your brand? This episode of Social Pros with Mariya Spektor, Director of Content, Social Media at Social Chain, has some tips you won’t want to miss.

Create a People-First Strategy  

It should go without saying. Social media is all about the people, and yet if your social media strategy is caught up in trying to go viral or become the next Wendy’s, you might not get the results you hope for.

In this episode, we spoke with Mariya Spektor, who is the Director of Content for Social Media at Social Chain. We chat about the importance of building a community and how there’s often a disconnect for brands who are going about social the wrong way.

For Mariya, she sees a lot of brands practicing “savage social” (think Wendy’s and Ryanair) when it doesn’t match their brand tone. Instead, Mariya shares some tips on building a strategy that puts people first.

We also discuss different platforms and whether Threads is the next Twitter rival, how some brands are monetizing TikTok content, and why there’s a compromise to be made between speed and creativity.

In This Episode:

  • 00:00 – Introduction 
  • 03:36 – Why community is so important in social media 
  • 06:30 – Why some brands face a community disconnect  
  • 08:32 – Which brands get “savage social” right 
  • 15:31 – How brands can set themselves up for success 
  • 20:44 – Mariya’s experiences of TikTok shopping  
  • 26:00 – Predictions on the future of Threads  
  • 30:20 – The challenge of keeping up with different social media platforms  
  • 32:16 – Speed vs. creativity – which matters most? 
  • 35:48 – Staying on trend in social media 
  • 38:03 – The big two questions 

Quotes From This Episode:

I know that a brand is doing it right because if you can sell to a person who is using your content as research, you're tapping into that psychological power Share on X

“The easier that you make it to access your product and to actually shop online through like Apple Pay, and saving your card and all of that, that is not only brand exposure. That is dollars without ads.” Maria Spektor

“It’s the curiosity, it’s the storytelling, it’s the POV that’s going to drive all of those sales. Social media is brand awareness. It’s just not your pillar to sell.” Maria Spektor

“Every social media individual’s kind of mindset is to be adaptable every single day because who knows what new platform is going to launch.” Maria Spektor


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