Anthony Yepez, Associate Director of Social Strategy at Digitas North America, joins the Social Pros Podcast to discuss why current customers should be the center of your social media strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details What should you focus on most of all in social media? Is it the metrics, posting schedule, viral content…or is it the people themselves? Anthony Yepez says you should focus not just on potential customers and follower count but also on your current customers. He says that “your current customers are the gateway to prospective new customers,” and yet many businesses overlook that. Anthony, Associate Director of Social Strategy at Digitas, shares his tips for connecting with your audience and how he gets brands to succeed on social media. In this episode, he shares what he believes are common mistakes in social and why it’s so important to listen to your audience. Anthony believes you should always “have a human element to your social media” and focus on real connections above all. In This Episode: 4:12 – How working remotely has affected social media agencies 4:54 – The core elements of a successful social strategy 6:10 – How far out you can realistically plan a social strategy 7:31 – Why communication and processes are key to working remotely with clients 9:07 – Which remote communication tools Anthony and his team use 9:47 – Why you should join the Social Media Marketers (SMM) Slack group 13:41 – Anthony’s take on Clubhouse 15:54 – Which success metrics clients pay too much attention to 18:02 – When to encourage clients to join a new social media channel 23:53 – How social pros experience social media burnout 28:23 – The importance of listening to your audience 30:51 – Why Anthony thinks brands that focus on current customers do better 31:53 – The challenge of explaining social media strategies to customers 36:14 – Anthony’s tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence’s Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Digitas’ website Visit SocialPros.com for more insights from your favorite social media marketers.