Podcast Summary: The Marketing Millennials – Episode 323: Principles of Effective Social Media Marketing with JS Dansel

Introduction

In Episode 323 of The Marketing Millennials, host Daniel Murray delves into the multifaceted world of social media marketing with seasoned expert JS Dansel. Released on May 9, 2025, this episode is a treasure trove for marketers seeking to deepen their understanding of effective social media strategies. JS Dansel, boasting over a decade of experience across diverse sectors including higher education, government, startups, entertainment, and fast-growing brands, shares invaluable insights into the critical role of social media managers, the principles that underpin successful social media marketing, and the internal advocacy necessary to elevate the function within organizations.

The Critical Role of Professional Social Media Managers

JS Dansel emphasizes the evolution of social media management from a trivial task often assigned to interns to a pivotal role demanding professional expertise. He articulates, “Social media is really the front door, front porch of your brand” (02:00), highlighting its significance as the primary interface between brands and their audiences. This transformation underscores the necessity for trained professionals who can adeptly handle community interactions, content creation, and strategic communications.

Distinguishing Social Media Users from Social Media Managers

Addressing a common misconception, JS clarifies the difference between casual social media users and dedicated social media managers. He likens it to the difference between owning a car and being a mechanic, stating, “Just because you have a car doesn't make you a mechanic” (03:13). This analogy underscores that managing a brand’s social presence requires specialized skills in strategy, platform nuances, and audience engagement that go beyond personal use.

The Multifaceted Nature of Social Media Management

Daniel Murray and JS Dansel explore the diverse responsibilities inherent in social media management. From content scheduling and strategizing to community management and video editing, the role encompasses a wide array of tasks. JS points out, “There’s so many things we ask them to do and we need to pay them fairly for that” (04:21), highlighting the underappreciated and underpaid nature of the profession despite its complexity and importance.

Advocating for Social Media Managers Internally

A significant portion of the discussion revolves around how social media managers can advocate for themselves within their organizations to secure appropriate resources, respect, and compensation.

Effective Communication and Education

JS Dansel stresses the importance of transparent communication and education. Sharing both successes and setbacks with higher management is crucial. He suggests, “You need to be the person putting that in front of them and then just education” (08:03). By educating stakeholders about the strategic aspects of social media, managers can foster a deeper appreciation and understanding of their role.

Internal PR and Showcasing Wins

Highlighting achievements is essential for recognition. JS shares his strategy of capturing commendations and presenting them to leadership, even though it may feel uncomfortable. He recounts, “But no one else is going to advocate for you, right? Your boss, unless you share with them the good things people say about what you're doing, their chances are they're not going to see it” (08:03).

Training and Inclusion in Strategic Meetings

Incorporating training sessions and inclusive meetings helps bridge the gap between social media activities and organizational goals. JS recounts his experience at Texas State University, where he conducted social media training sessions, thereby increasing understanding and support across departments (08:03). Additionally, involving executives in social media briefings ensures that the impact and necessity of strategic social efforts are recognized at all levels.

Principles of Effective Social Media Management

JS Dansel introduces his upcoming book, The 10 Principles of Effective Social Media Management, which encapsulates timeless strategies for successful social media operations despite the ever-evolving landscape.

Budgeting for Social Media

One core principle is recognizing that effective social media management requires a dedicated budget. JS analogizes social media to a pet that needs care, stating, “It’s free the way a puppy is free. You can pick up a puppy, but you have to feed it” (12:48). Investing in paid social, essential tools, and professional development is crucial for sustained success.

Team Collaboration and Specialized Roles

Successful social media management thrives on collaboration. JS posits, “Social media management is a team effort” (12:48), emphasizing the need for diverse roles such as graphic designers, video editors, and content strategists to support the social media manager and create compelling content.

Accessibility and Inclusive Content

Another fundamental principle is ensuring that social media content is accessible to all audiences, including those with hearing and visual impairments. JS asserts, “Making accessible content makes the content better for everyone” (12:48), advocating for inclusive practices that enhance overall content quality and reach.

Challenges and Strategic Strategies in Social Media Management

Balancing Creative Freedom with Organizational Guardrails

JS discusses the delicate balance between creativity and adhering to organizational guidelines. He advises, “Those guardrails are not a bad thing. They’re there to protect you and they’re not there to stifle your creativity” (32:08). Utilizing limitations as creative catalysts can lead to innovative and effective content within defined boundaries.

Navigating Internal Politics and Diverse Executive Goals

Managing diverse expectations from executive teams poses a significant challenge. JS shares his tactic of collecting and prioritizing executive goals to align social media strategies accordingly. By establishing clear North Star goals, he effectively reduces conflicting directives and ensures focused efforts (21:10).

Adapting to Unique Brand Voices and Audiences

JS emphasizes the importance of maintaining a unique brand voice tailored to specific audiences. Drawing from his experience with clients like Amazon Prime Video's Invincible series and an end-of-life industry startup, he illustrates how different tones and content strategies are essential for resonating with varied target groups (26:22).

Internal Diplomacy and Building Advocacy

Building internal support through diplomacy is crucial. JS reflects on his early career desire to implement changes abruptly, only to realize the necessity of gradual, strategic influence. Establishing allies and advocates within the organization enhances the social media manager’s ability to effect meaningful change (31:07).

Conclusion and Final Thoughts

The episode culminates with a reiteration of the indispensable nature of experienced social media managers and the necessity for organizations to invest appropriately in this role. JS Dansel passionately advocates for the transition from singular social media managers to collaborative teams equipped with proper training and resources. Daniel Murray echoes this sentiment, emphasizing that the success of a brand’s social media presence hinges not just on the content, but on the strategic, well-supported individuals behind it.

Notable Quotes:

• "Social media is really the front door, front porch of your brand." – JS Dansel (02:00)
• "Just because you have a car doesn't make you a mechanic." – JS Dansel (03:13)
• "Social media management is a team effort." – JS Dansel (12:48)
• "Those guardrails are not a bad thing. They’re there to protect you and they’re not there to stifle your creativity." – JS Dansel (32:08)

Resources and Further Information

To continue the conversation and learn more about JS Dansel’s strategies, listeners can follow him across various social media platforms under the handle @Stancil. His upcoming book, The 10 Principles of Effective Social Media Management, is available for pre-order on Amazon and other book retailers, set to release in September.

Join the Community

If you found this episode insightful, join The Marketing Millennials community on LinkedIn and Instagram. Follow Daniel Murray on Twitter and LinkedIn for more marketing insights. Don’t forget to subscribe to the Marketing Millennials podcast on Apple Podcasts, Spotify, YouTube, or your preferred platform, and rate us five stars to support the community.

Timestamp References:

• 02:00 – Importance of Social Media in Brand Interaction
• 03:13 – Difference Between Social Media Users and Managers
• 04:21 – Complexity and Underappreciation of Social Media Roles
• 08:03 – Advocacy and Internal Communication Strategies
• 12:48 – Core Principles from JS’s Upcoming Book
• 21:10 – Balancing Executive Goals and Social Media Strategies
• 26:22 – Adapting Brand Voice to Different Audiences
• 31:07 – Importance of Internal Diplomacy
• 32:08 – Embracing Guardrails as Creative Catalysts