Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson | Ep. 369"
Episode Title: Facebook Secrets! w/Mari Smith 'Queen of Facebook' ‘Are Followers Are Dead’ 😳
Release Date: July 4, 2025
Host: Jay Baer, GURU Media Hub
Guest: Mari Smith, Renowned Social Media Strategist and "Queen of Facebook"
Introduction
In Episode 369 of "Do This, NOT That," host Jay Baer welcomes Mari Smith, hailed as the "Queen of Facebook," to discuss advanced Facebook marketing strategies. The episode delves deep into the evolving landscape of social media, emphasizing the shift from follower-centric metrics to content-driven engagement.
Mari Smith's Journey and Expertise
Timestamp: [00:01] - [01:17]
Jay Baer opens the conversation by lauding Mari Smith’s extensive influence in social media. Recognized by Forbes as one of the top social media influencers for three consecutive years, Mari’s expertise centers on Facebook dynamics. She shares her early passion for the platform, highlighting her inception into Facebook marketing on Star Wars Day, May 4, 2007.
Notable Quote:
“I just kind of fell in love with the platform. It was May the fourth of 2007, right to Star Wars day...” [01:17]
The Decline of Follower Metrics
Timestamp: [02:07] - [03:55]
Mari addresses the prevalent notion that "followers are dead," a bold statement often echoed by industry leaders like Gary Vaynerchuk. She argues that while follower count provides credibility, the current focus should shift towards reaching non-followers through compelling content. With Meta’s AI-driven algorithms prioritizing content virality, engaging hooks and quality visuals are paramount.
Notable Quote:
“Followers give us credibility. The more followers you have, it's just a perception that people think you're more important...” [02:48]
Strategies to Enhance Content Reach
Timestamp: [04:11] - [05:46]
Jay inquires about practical steps for marketers aiming to amplify their reach without relying on a large follower base. Mari emphasizes the importance of high-quality content, leveraging AI tools like ChatGPT for content iteration, and utilizing free top-of-funnel content to address audience pain points. She also highlights the shift in Facebook’s video strategy, with all video posts transforming into reels, suggesting experimentation with both vertical and landscape formats.
Notable Quote:
“If the algorithms are not picking up your content, it's probably because your content's rubbish.” [04:11]
Content Creation: Originality vs. Reverse Engineering
Timestamp: [05:46] - [06:14]
Jay poses a critical question on whether marketers should reverse engineer viral content templates or develop unique content aligned with their brand voice. Mari shares her preference for originality, focusing on delivering cutting-edge news and strategic insights tailored to marketers. She acknowledges that while reverse engineering can work for some, her approach is centered on providing valuable, niche-specific content.
Personal Profiles vs. Brand Pages on Facebook
Timestamp: [06:14] - [09:02]
The discussion shifts to optimizing Facebook presence through personal profiles in professional mode versus traditional brand pages. Mari recommends personal profiles for personality-driven brands, leveraging features like professional dashboards and ad capabilities. For business-centric brands, maintaining a separate public page remains crucial for accessing advanced advertising tools and ensuring robust brand representation.
Notable Quote:
“It's easier to go viral on a personal profile converted to professional mode because it's catering to the creator audience...” [09:02]
The Value of Going Viral vs. Targeted Engagement
Timestamp: [09:42] - [11:48]
Jay shares his experience with viral content that garnered millions of views but attracted followers misaligned with his Ideal Customer Profile (ICP). He questions the efficacy of pursuing virality without strategic alignment. Mari provides a nuanced answer, advocating for leveraging viral moments to funnel engaged viewers into more targeted channels like email lists or automated DMs, ensuring that increased visibility translates into potential business opportunities.
Notable Quote:
“Eyeballs, all eyeballs are valuable... but you have to have this more intimate one-on-one conversation with people in their inboxes.” [10:35]
Importance of Email Marketing in Social Media Strategies
Timestamp: [11:48] - [13:08]
Mari underscores the enduring significance of email marketing as a foundational element of any marketing strategy. She reflects on the volatility of social media platforms, citing recent disruptions in Facebook groups, and emphasizes the necessity of owning a direct communication channel with the audience. Building and nurturing an email list ensures sustained engagement irrespective of platform changes.
Notable Quote:
“Email marketing, you got to have this more intimate one on one conversation with people in their inboxes...” [12:10]
Building and Maintaining Online Communities
Timestamp: [14:09] - [16:14]
The conversation pivots to community building, specifically through Facebook Groups. Mari shares insights from studies by Gina Bianchini, noting that member-to-member connections are the primary drivers of community success. She highlights her Social Scoop Facebook group, which thrives on peer support and minimal content push from her side, fostering a self-sustaining, engaged community.
Notable Quote:
“The number one predictor of the success of a community... it's that members are connecting with each other.” [15:04]
Mari Smith’s Personal Insights and Life
Timestamp: [16:14] - [18:09]
In a lighter segment, Mari reveals personal anecdotes, including her relocation to Ashland, Oregon, her Scottish heritage, and her passion for the Human Design System. These insights humanize Mari, showcasing her dynamic personality and continuous quest for personal growth and adaptability—traits that mirror her professional success in the ever-evolving social media landscape.
Notable Quote:
“I have three passports. I'm very blessed to have triple citizenship...” [16:46]
Closing Remarks and Call to Action
Timestamp: [18:09] - [18:22]
Jay wraps up the episode by encouraging listeners to connect with Mari across various platforms, including Instagram (@Mari_Smith), her website (marysmith.com), and her YouTube channel. He emphasizes the value of joining her Social Scoop Facebook group for ongoing insights and support.
Notable Quote:
“Everyone, please follow it and get involved with the social Scoop Facebook group.” [17:58]
Key Takeaways
- Shift Focus from Followers to Content: Quality and engaging content that reaches non-followers are more critical in the current social media landscape.
- Leverage AI and Tools: Utilize AI-driven tools to enhance content creation, develop compelling hooks, and iterate effectively.
- Optimize Facebook Presence: Decide between personal profiles in professional mode or dedicated brand pages based on whether your brand is personality-driven or business-centric.
- Integrate Email Marketing: Building an email list remains essential for direct and sustained audience engagement.
- Foster Community through Peer Connections: Successful online communities thrive on member-to-member interactions rather than solely on content from leadership.
- Embrace Virality Strategically: Use viral content moments to drive targeted engagement and funnel new followers into more valuable channels like email lists.
Connect with Mari Smith
- Instagram: @Mari_Smith
- Website: marysmith.com
- YouTube: Search “Mari Smith”
- Facebook Group: Social Scoop
Tune in to "Do This, NOT That!" for more actionable marketing insights and strategies to elevate your brand in the competitive digital landscape.