About This Episode
Running a business can feel like a high-stakes balancing act, and a lot of times, a business’ social media presence can be something that falls through the cracks. Many medium-sized businesses, even with more than $5 million in revenue, struggle to turn social media into a profit center. Maybe you’ve dabbled in posting or hired a college-age intern to handle your accounts, but the results are lackluster. Sound familiar? Well, you’re not alone. The struggle to make social media work for your business is real, but it doesn’t have to be a losing battle.
In this episode of Endless Customers, host Alex Winter dives deep into this topic with Robyn Nissim, a social media expert with 14 years of experience. Robyn has worked with global brands like Michelin, Nissan, Ulta Beauty, and more, taking social media accounts from nothing into a serious revenue driver.
Robyn Nissim’s Journey to Social Media Mastery
Robyn’s journey began with a unique edge: being a millennial at a time when that was a hot topic. “I made a career for myself out of being a millennial,” Robyn shared. In meetings with VPs and CMOs, she was often asked, “Millennial, how do we reach you?” She leveraged this to her advantage, candidly telling them that spending a million dollars on a TV commercial wasn’t the way to go. “If you want to reach me, it’s on social media,” she explained. This straightforward approach opened doors, allowing her to take brands like Michelin and Nissan online, even sending a viral tweet to world-famous music producer and DJ, Deadmau5, that resulted in 350 million impressions.
Robyn’s career took off as she navigated the ‘Wild West’ of early social media, eventually leading strategy and execution for Ulta Beauty’s influencer marketing program. She later managed social media at brands like Anastasia Beverly Hills and Alo Yoga. Her track record is proof that social media isn’t just about posting pretty pictures—it’s about crafting a strategy that drives results.
Misconceptions About Social Media
Many business owners have misconceptions about social media, one of the biggest being, “My target audience isn’t on social media.” Robyn debunked this myth with a statistic: 64% of the population over 18 is on social media. “There is a good chance someone in your target is there,” she emphasized. The challenge is not whether your audience is on social media, but how to reach them effectively.
Another common misconception is that anyone can do social media. “Back in the day when social wasn’t monetized, anyone could do it,” Robyn said. “But now, social media is a revenue-driving channel.” She shared her experience with Alo Yoga, where she turned organic social into a $17 million-a-month revenue-driving channel. “You don’t just create that stream of revenue with luck. There’s strategy involved,” she added.
Getting Strategic with Social Media
Social media done right is a blend of brand marketing, digital marketing, and creative execution. Robyn highlighted that outsourcing social media to someone who only knows how to post company pictures isn’t enough. “You’re missing two-thirds of what it takes to be successful,” she pointed out. A successful social strategy involves understanding your user’s journey, creating a blend of content, and tracking results.
Robyn recommends crafting strategies that support the business from all angles. She used the example of a law firm, saying you should uncover deeper stories beyond just their services, like the history of the firm or community initiatives they’re involved in. “You need to find something to talk about that people who aren’t in the law space can connect with and share,” she said.
Creating Variety and Engagement
Robyn strongly recommended the importance of variety in your content. “The best social media is a blend,” she explained. Using her “content matrix,” Robyn ensures that content stays on strategy while diversifying to keep the audience engaged. The goal is to prevent content fatigue and keep things fresh.
Robyn also stressed the need to give content enough time to resonate with your audience. “You start to get a sense at the six-week mark, but you really don’t know before three months,” she advised. It’s important to iterate and find the right way to deliver your message.
Overcoming the Buy-In Challenge
Achieving buy-in from leadership and the entire company can be the catalyst in turning social media into a powerful revenue driver. Robyn shared her remarkable experience with Alo Yoga, where she was brought in with a clear directive: make the brand sensational. Unlike many companies that hesitate to commit, Alo Yoga was all in from the start. “They brought me in saying, we want to be sensational. Your only job is to blow this up, and we will give you every resource you need,” Robyn recounted. With this level of support, she transformed organic social media into a $17 million-a-month revenue channel within just one year.
Robyn highlighted how critical it is to have the entire organization on board, not just the leadership. “You need to be so plugged into what every single department is doing so that you can be successful on social,” she emphasized. Social media isn’t just a one-person job. It requires collaboration across departments like PR, customer service, and product development to keep the content fresh and engaging.
Without this level of buy-in, social media managers can quickly find themselves overwhelmed and burned out. “Without the buy-in, you will have a burnt-out social media marketer,” Robyn warned. They’re the ones facing trolls online while also trying internally to get others on board. The lack of organizational support can make the role almost impossible to sustain effectively.
So, for businesses hesitant to fully dive into social media, Robyn suggests starting with a bit of competitor analysis. Look at what your competitors are doing and think about what makes your company unique. It’s not just about copying others—it’s about understanding the landscape and identifying how you can stand out. With the right buy-in from leadership and a collaborative effort across the company, social media can become a powerful tool to engage with your audience and drive significant growth.
Takeaways: How to Get Started on Social Media
Understand Your Audience: They’re on social media, but you need to know how to reach them effectively. Start with competitor analysis to see what’s working in your industry.
Craft a Strategy: Develop a comprehensive social media strategy that goes beyond just posting content. Think about your brand’s story, values, and how you can engage with your audience on a deeper level.
Create Diverse Content: Keep your content fresh and engaging. Experiment and iterate to find what resonates with your audience.
Advocate Internally: Social media success requires buy-in from the entire organization. Be prepared to advocate for your channel across different departments.
Balance Paid and Organic: While paid social can boost high-performing posts, focus on building an organic audience that truly connects with your brand.
Social media is a powerful tool for building trust and driving revenue, but it requires a strategic approach and a willingness to experiment. Whether you’re just starting or looking to level up your social game, remember that it’s not about overnight success. It’s about creating a genuine connection with your audience and providing value that keeps them coming back. So, are you ready to take the plunge into social media and make it work for your business?
Connect with Robyn
Robyn Nissim is a social media and content expert with a track record of driving explosive growth for brands.
Check out her website
Connect with Robyn on LinkedIn
