Hosted By
About Social Pros Podcast:
Social Pros is one of the longest-running marketing podcasts in existence! (10 YEARS and counting) and has been recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.
Focused on the nexus of social media and other marketing disciplines, we bring you interviews and commentary from companies including Google, Reddit, Uber, Oracle, Zillow, Glossier and many more to understand how social media impacts brand marketing, content marketing, reputation management, public relations, paid media, and much more.
After more than a decade, Social Pros is still the one podcast that brings listeners inside the minds of marketing leaders making real impact. Join us for new interviews or browse our archive of 600+ episodes, as we dive behind-the-scenes and share actionable marketing strategies that you can immediately implement.
Follow Social Pros on LinkedIn.
To inquire about becoming a guest or show sponsor, please email us at info@convinceandconvert.com.
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 KThis is absolutely an awesome listen for anyone in communications or social media!!
@Will31CThis 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!
@Simonstone95Love the podcast - informative, in depth and spot on for any business size.
@MissTriathlon
Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it’s a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfelt—while staying true to their playful brand. From leveraging AI to embracing the power of real, raw storytelling, Toni shares what it takes to stand out in a world full of adorable dog content.
The Secret to Scaling Social: Balance, Creativity, and Connection
Dogtopia’s social media isn’t just about cute dog photos (though there are plenty of those). With 275 locations across North America, Toni and her team have mastered the art of balancing efficiency with heartfelt storytelling.
At the core of their success is authenticity. Whether it’s showcasing dogs having the time of their lives with “canine coaches,” celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopia’s content feels personal and genuine. It’s not about polished perfection—it’s about showing the real, messy, lovable lives of dogs and their humans.
Recycling content is another key ingredient in their strategy. Instead of constantly churning out new material, Toni’s team leans on high-performing posts from the past, giving them new life and introducing them to fresh audiences. As Toni explains, not every follower sees every post, so why not highlight what already works? This approach keeps their message consistent and their content machine running smoothly.
With a clever mix of repurposed content, local insights, and emotional storytelling, Dogtopia proves that standing out in the crowded world of dog content doesn’t mean reinventing the wheel—it just takes a little creativity and a lot of heart.
In This Episode:
- 2:51 – Tackling social media’s constant changes to stay relevant
- 4:10 – Balancing Dogtopia’s corporate brand with local franchise voices
- 6:12 – How AI helps Dogtopia tweak posts at scale without losing its unique brand voice
- 7:40 – Creating platform-specific content and why speaking to each platform’s strengths is key
- 8:54 – Feeding the content machine: why UGC and raw, authentic content are outperforming polished professional shoots
- 11:19 – Ensuring Dogtopia’s content breaks through in a sea of dog-focused content online
- 12:35 – Recycling content: why repetition strengthens your message
- 14:32 – Making life easier for franchisees: how Dogtopia creates ready-to-use campaign toolkits
- 16:01 – Messaging that connects with pet parents at every stage, from first-time dog owners to seasoned pros
- 17:51 – How younger generations are reshaping trends in pet care
- 20:43 – Smart content strategies for evolving platforms—why “think smarter, not harder” is key
- 22:40 – The platforms Toni sees the most growth potential in
- 23:58 – How Dogtopia’s foundation supports veterans, students, and adults with autism through the power of dogs
- 28:23 – Toni’s advice for aspiring social pros
Quotes From This Episode:
“There's this pressure to keep creating and keep finding new content. But go back and recycle, there's no reason you can't use what you've already posted, reframe it and highlight it in a different way.” Share on X“I know it’s getting posted, but that doesn’t mean everyone else knows it’s getting posted. People are going to see it for the first time too. That same consistent message over and over again is only going to help you.”
“A post for Brooklyn, NY, shouldn’t feel the same as one for Waco, TX. We keep it local, personal, and true to the community.”
Resources:
Join the Social Pros LinkedIn Community
Join a community of real social pros doing social media on LinkedIn. Receive all the inspiration and ideas straight to your feed and add your thoughts to the conversation.
