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Why Michael Stelzner Says Less Is Now More in Social Media

Authors: GiniRoberts Michael Stelzner
Posted Under: Social Pros Podcast
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Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

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To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

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.


Michael Stelzner, CEO and Founder of Social Media Examiner, joins the Social Pros Podcast to discuss improving your social media based on meaningful data.

"When the facts change, we've got to change." -Michael Stelzner, Social Media

Meaningful Data versus Surface Metrics

Marketing has always been a game of numbers, but in today’s world, there are more metrics and sources of data than ever before. The struggle now is parsing this deluge to find the truly meaningful data.
It can be easy to feel successful with surface-level metrics, causing you to waste your efforts on content that may be completely missing the mark despite the at-a-glance success. This is exactly why Michael Stelzner of Social Media Examiner has shifted SME’s efforts from Facebook to YouTube for their longer video content. Despite having great “success” based on their view counts, a deeper look at the meaningful data let him know that very few people were actually consuming the whole of the content.
It’s this honest approach and these hard decisions that can take your business to the next level of success. It’s not worth it to sit back and rest on perceived successes. Take another look, and be sure you are making your decisions based on the most meaningful data!

In This Episode

  • Why 2018 has been a hard year for social media marketing.
  • How to find more meaningful data.
  • Why Facebook is not the place for successful video content.
  • Why an “untrackable network effect” is so valuable.
  • How Messenger may replace email for subscriptions.
  • Why interaction is what counts in social, but many businesses aren’t doing it.
  • Why you should have a “kill list” of things to stop doing.
  • Where social may be heading.

Quotes From This Episode

The metric that matters is whether people actually watch, not the drive-by experience. Click To Tweet
“We’re coming up with very short, snackable, square content because that’s what people consume on Facebook.” — @Mike_Stelzner
“It becomes problematic to have a strategy that hinges very heavily on your tribe creating content for you if that content is restricted from being seen by their tribes.” — @Mike_Stelzner


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