Podcast Summary: Ep. 237 - MY PATH! ⚾ PITTSBURGH PIRATES 🦜 Dir. SOCIAL MEDIA! Zachary Gallia!

Presented By Marigold | Hosted by GURU Media Hub

Introduction

In Episode 237 of "Do This, NOT That: Marketing Tips with Jay Schwettelson," part of the special "My Path" series, host Jay Schwettelson sits down with Zachary Gallia, the Director of Social Media Content Strategy for the Pittsburgh Pirates. This episode delves into Zach's unconventional journey into the world of social media marketing, offering invaluable insights for aspiring marketers looking to carve their own paths in the industry.

Zach Gallia's Career Journey

Zach Gallia begins by sharing his unique career trajectory, highlighting how he stumbled into social media marketing almost by accident. Graduating from Adrian College in 2011, a time when social media was not yet a defined career path, Zach found himself exploring various interests, including sports, graphic design, and video production.

Zach Gallia [02:07]: "I almost got into this industry by accident and now, 11 years into my career, I don't know what else I'd be doing."

Initially pursuing architecture, the prohibitive costs led him to abandon that path in favor of more creative endeavors. His pivotal moment came when he took a creative role at a speedway in Michigan, where he was unexpectedly tasked with managing their social media accounts. This challenge compelled him to reach out to industry professionals, ultimately sparking his passion and commitment to social media marketing.

Zach Gallia [02:07]: "From that point on, it was. I was calling, asking people who are doing this for a living, like, how do you do this?"

Zach's tenure at the Pittsburgh Steelers as their first full-time social media employee and later at the Arizona Cardinals as Director of Social and Digital Strategy further honed his skills. His ability to manage a global brand and collaborate across various departments solidified his expertise, eventually leading him back to his hometown to helm the social media strategy for the Pittsburgh Pirates.

Tips for Breaking into Social Media

When asked about breaking into the social media field, Zach emphasizes the importance of finding and perfecting a specialty. He advises aspiring marketers to identify what they love and excel at, whether it's video production, graphic design, analytics, or another facet of social media.

Zach Gallia [09:08]: "Find what you love, find what you do best, and learn all that you can to perfect that craft."

Zach also underscores the significance of aligning job choices with career goals. He encourages individuals to pursue roles that contribute to their long-term objectives, ensuring each position serves as a stepping stone toward their desired expertise.

Zach Gallia [09:08]: "Make sure it's kind of on that trajectory of this will help me build my resume in x, Y, and z way so that it's something you're always going to learn something new."

Furthermore, Zach highlights the value of soft skills, such as motivation and drive, over technical skills alone. He believes that passion and the willingness to innovate are crucial traits that distinguish outstanding social media professionals.

Zach Gallia [09:08]: "I can't teach you to want to do this job. I can't teach you to be motivated."

Passion vs. Skill in Niche Fields

A key discussion point in the episode is whether one needs to be passionate about the specific field they are marketing. Zach shares his experience in NASCAR, where despite not being a fan, he successfully engaged the target audience by focusing on relatable content for casual fans.

Zach Gallia [12:43]: "I think you have to love what you do. ... I'm marketing to people like me, casual people who don't really know about NASCAR."

Zach emphasizes that while deep immersion in the subject matter can enhance marketing efforts, it's not strictly necessary to be an avid fan. Instead, understanding the audience's perspective and collaborating with team members who have specialized knowledge can bridge any gaps in personal passion or expertise.

Zach Gallia [12:43]: "You have to be willing to go that route and really, you know, dive into it as much as you can."

Managing Marketing and PR through Social Media

The episode also explores the dual role of social media in marketing and public relations (PR). Zach explains that social media acts as a central hub, integrating various aspects of communication—from crisis management to promotional content.

Zach Gallia [15:48]: "Social is kind of right in the middle of the spider web of everything else that's happening."

He describes social media as the "publication funnel" for all news and communications within the organization, requiring constant collaboration with different departments to ensure cohesive messaging and strategic alignment with overall organizational goals.

Zach Gallia [15:48]: "We are working with every team that we have in this building basically on a daily basis to make sure that we are not necessarily just achieving the goals of the social media department, we're achieving the goals of the Pittsburgh Pirates."

Zach highlights the responsibility that comes with being the primary touchpoint for the organization’s audience, emphasizing the need for meticulous strategy and execution to uphold the brand’s integrity and engage effectively with fans.

Balancing Personal Life and Professional Expectations

In a light-hearted yet insightful turn, Jay and Zach discuss the pressures of parenting within the sports community. Zach reflects on societal expectations for children of sports professionals to excel in athletics, particularly when they have access to top-tier training and opportunities.

Zach Gallia [17:40]: "I mean, my wife and I both played hockey all the way through college. I played baseball up until my sophomore year, college. But so we have high hopes for our athletic children."

Despite these pressures, Zach emphasizes the importance of supporting his children’s interests, regardless of whether they align with traditional sports. He advocates for allowing children to pursue what makes them happy, highlighting a balanced approach between personal aspirations and professional backgrounds.

Zach Gallia [17:40]: "If they want to play an instrument or dance or in drama or whatever they want to do, like, I'd be a thousand percent down and thankful."

Conclusion

Episode 237 of "Do This, NOT That" offers a comprehensive look into Zach Gallia's journey from a college student with diverse interests to a leading figure in sports social media marketing. His experiences underscore the importance of adaptability, continuous learning, and passion in building a successful career in social media.

For aspiring marketers, Zach's advice on specializing, aligning career moves with long-term goals, and valuing soft skills provides a roadmap for navigating the dynamic landscape of social media marketing. Additionally, his insights into balancing professional responsibilities with personal life offer a relatable perspective for those managing similar dynamics.

Notable Quotes:

• Zach Gallia [02:07]: "I almost got into this industry by accident and now, 11 years into my career, I don't know what else I'd be doing."
• Zach Gallia [09:08]: "Find what you love, find what you do best, and learn all that you can to perfect that craft."
• Zach Gallia [12:43]: "I think you have to love what you do. ... I'm marketing to people like me, casual people who don't really know about NASCAR."
• Zach Gallia [15:48]: "Social is kind of right in the middle of the spider web of everything else that's happening."
• Zach Gallia [17:40]: "If they want to play an instrument or dance or in drama or whatever they want to do, like, I'd be a thousand percent down and thankful."

Follow Zach Gallia:

Connect with Zach Gallia on LinkedIn to stay updated on his latest projects and insights in social media marketing.

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