Social Pros Podcast

What does it take to turn social media into a serious business driver for B2B companies? Chris Hackney, Chief Product Officer at Meltwater, joins the show to unpack how his team connects social engagement to pipeline and revenue. In this episode, we dive into Meltwater's approach to content strategy, channel differentiation, and analytics that prove impact across the funnel. Chris also shares how his team structures workflows, leverages influencer voices, and balances brand personality with professionalism in a global enterprise.
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Chris joins hosts Zontee Hou and Jennifer Harmon on this episode of Social Pros to share how Meltwater's social media strategy drives real business outcomes, especially in the B2B space. He breaks down how the team maps social content to different stages of the funnel, tailors messaging by channel, and uses data to prove the impact of social on both awareness and pipeline. Chris discusses how Meltwater's global team balances centralized governance with regional execution, and how they tap into employee voices and influencer partnerships to expand reach and relevance.
Chris also shares lessons from recent initiatives like their Meltwater Champions program, and explains why social media teams should think more like editorial hubs than traditional marketing arms. Chris reflects on the rise of AI in social workflows—calling it "in its toddler phase"—and urges marketers to stay curious as the tools mature. He also shares his take on where social apps are headed next, predicting even deeper tribalism and fragmentation across platforms. All that and more on an all-new episode of Social Pros!








In This Episode:
1:50 -  Protecting your brand and earn back trust in the face of disinformation
6:02 - Opportunities for AI in marketing and communications  
10:56 -  Chris's advice for success in human team members meeting AI technology
14:41 -    How to connect one-to-one when platforms are constantly changing 
17:51 -  How Chris manages which platforms to invest time, energy, and money into
20:12 - Using tools like media intelligence to stay on top of trends 
22:34 - Producing a framework to keep on top of the things you need to know, and how to empower your team to react in real time
31:24 - Chris's advice for aspiring social pros
Resources:
Connect with Chris on LinkedIn
Visit the Meltwater website
 
Visit SocialPros.com for more insights from your favorite social media marketers.

How do you build a higher education brand that feels personal, relevant, and rooted in real-world value? Jermaine Peguese, Owner and Lead Strategist of EJST Marketing, shares how his team taps into authentic storytelling, community conversations, and industry voices to connect with today's learners. From launching content series like Next Pulse at Nexford University to shaping market strategies with startup agility, Jermaine shows how higher ed marketers can think big, take risks and challenge the status quo.
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Jermaine joins host Zontee Hou on this episode of Social Pros to explore how marketing in higher education can be reimagined by leaning into authenticity, community, and social influence. Jermaine and Zontee discuss how today's students aren't just looking for facts, they're also looking for real voices they trust and want to see themselves in the stories being shared. Whether it's through expert-led content like Nexford's Next Pulse series or conversations in online forums, Jermaine shows how the most powerful messages come from relatable, human experiences.
He also shares how his time at Uber shaped his fast-moving, test-and-learn mindset, and why marketers should stay open to bold ideas— even late in the quarter. When entering new markets, Jermaine emphasizes the value of doing the groundwork: understanding your audience, and building a smart media mix that puts your message in the right places. It's not about being perfect; it's about being real, being thoughtful, and being ready to take a few smart risks, because that's where breakthrough moments happen.
In This Episode:
1:55 -   Disrupting the traditional space of higher ed marketing
6:27 -   Building a unique brand voice in the higher ed space 
8:45 - How Jermaine's team has catered to non-traditional learners
11:51 -   How to identify core customers 
15:39 - How Jermaine thinks about data collection and customer research as an ongoing practice 
18:52 -  Using AI in the traditionally AI-adverse higher ed space, and how AI can help marketers in this moment 
23:59 - Tapping into communities, social groups and others influencing prospective students 
29:22 - Lessons from Uber, and what higher ed can learn from the startup world
31:48 - Solving problems when moving into a new marketing space
37:16 - Jermaine's advice for aspiring social pros
Resources:
Connect with Jermaine on LinkedIn
Follow EJST Marketing on LinkedIn
 
Visit SocialPros.com for more insights from your favorite social media marketers.

How do you turn a nonprofit's mission into a heartwarming and impactful social media experience that resonates and inspires action? Virginia Chavez, Content Manager at PetSmart Charities, joins the show to share how her team uses authentic storytelling to inspire and build community around pet adoption. She explains how they tailor content by platform, foster meaningful engagement, and prioritize stories that reflect their values. Virginia also emphasizes the power of collaboration, showing how relying on your team can turn big, ambitious ideas into impactful, resonant content. This episode also features a bonus interview with Jenny Force, Global VP of Demand Generation at Meltwater, who speaks with Zontee about their recent Meltwater Summit.
Full Episode Details 
Virginia joins host Jennifer Harmon on this episode of Social Pros to share how her team at PetSmart Charities uses storytelling to spotlight their mission of keeping people and pets together. She dives into the creative strategy behind their "11 millionth adoption" campaign—framed like a reality dating show—and how it was tailored differently for each major social media platform. Virginia also explains how collaboration, pre-planning, and staying true to the brand's authentic voice help their content resonate across audiences. She and Jennfier discuss the importance of bringing others into the creative process early, and relying on your team for feedback, support, and ideas that make the work stronger. It's an inspiring look at how social teams can turn mission-driven content into powerful, heartwarming stories that drive real-world impact! 
Then, host Zontee Hou sits down with Jenny Force, Global VP of Demand Generation at Meltwater, to discuss key takeaways from the 2025 Meltwater Summit. She shares the top trends shaping marketing and PR today—including AI, agility, brand authenticity, influencers, and misinformation—and explains how brands can stay ahead by using data, embracing collaboration, and leaning into strategic experimentation.








In This Episode:
3:21 -  PetSmart Charities and their mission
5:46 -  Virignia's role as Content Manager
7:42 - Balancing hybrid roles in digital and social
11:40 -   Balancing efficiency and automation while still humanizing the brand 
15:02 - How to secure employee & executive participation for social
20:40 - The reality show-like 11 million adoptions campaign
26:29 - Successful pre-production to help campaigns thrive
28:38 - Taking the leap on ambitious ideas
31:05 - The importance of collaboration in all types of storytelling
33:56 - PetSmart Charities' social strategy described in one sentence
34:31 -  How authentic social media work fits into big-picture brand strategy 
38:10 - Andy's advice for aspiring social pros
41:40 - Interview with Jenny Force of Meltwater
Resources:
Connect with Virginia on LinkedIn
Visit the PetSmart Charities website
Follow PetSmart Charities on TikTok
Follow PetSmart Charities on Instagram
 
Visit SocialPros.com for more insights from your favorite social media marketers.

How can marketers harness AI to improve their strategy while also staying irreplaceably human? Andy Crestodina, co-founder and CMO of Orbit Media Studios, joins the show to explore the real-world applications (and limitations) of AI in content marketing. From using AI for gap analysis and persona development to identifying the skills machines can't replicate, Andy shares actionable advice for marketers at every level of AI maturity.
Full Episode Details 
Andy joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to chat about how marketers can level up their skills and stay competitive in the fast-evolving world of AI. He shares tactical insights on prompt libraries, custom GPTs, and why automation is the next frontier for marketers looking to work smarter and faster. Andy also explains why peer-to-peer conversations and informal mastermind groups are critical for learning in this space, and are often more impactful than staying glued to industry news. Andy also dives into creativity in the AI era and reflects on how to use AI not for perfection, but as a springboard for bolder, more human ideas.
Perhaps most importantly, Andy challenges marketers to take ownership of their growth, warning against waiting for organizational change and encouraging listeners to build their own intellectual property through tools like custom GPTs. You won't want to miss this all-new episode that's a must-listen for anyone navigating the evolving intersection of technology, creativity, and career security.




 




In This Episode:
1:47 -  AI maturity for marketers and why it's important
5:32 -  Knowing the AI proficiency of your team members
8:33 - Using AI to understand our audience better
12:50 -  Andy's examples of gap analysis for content creation
15:15 -  What AI isn't good at, and why it's important to know the limitations
20:10 - How to improve your SEO by creating content that AI can't
24:43 - How to build and leverage your prompt libraries to get ahead
28:21 - Which FAQs Andy receives are worth asking, and which aren't
32:33 - How effective AI is as a creative partner
36:28 - Andy's advice for aspiring social pros
Resources:
Connect with Andy on LinkedIn
Visit the Orbit Media website
Subscribe to Orbit Media on YouTube
Check out Andy's book Content Chemistry on Amazon
 
Visit SocialPros.com for more insights from your favorite social media marketers.