Social Media for Social Impact

Social Media for Social Impact

by Dr. Misha Kouzeh
ManagementMarketing
Season 1
Move Culture, Not Just Metrics: Marketing at the Intersection of Sports, Entertainment & Social Impact
In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh interviews Kristin Paul, a marketing leader whose career spans Zimmerman Advertising, Deutsch LA, The Walt Disney Company, Amazon, and SoFi Stadium. Kristin shares how the most powerful campaigns don't just sell—they cross into culture. From the viral simplicity of Hulu's "Hulu Has Live Sports" to a live MrBeast gaming event that raised money for charity during Amazon Prime Day, Kristen breaks down what it really takes to build moments that resonate. She discusses the difference between chasing virality and recognizing it when it's happening, why authentic creator partnerships matter more than polished briefs, and how brands like Oreo and Wendy's earn cultural relevance through speed and trust. Kristin also shares her philosophy on purpose-driven partnerships at SoFi Stadium, the underrated power of engagement over impressions, and the skills the next generation of digital marketers need to thrive. 00:00 Introduction to Social Media for Social Impact 00:49 Meet Kristin Paul: Marketing Leader Across Entertainment, Sports & Tech 01:10 From Advertising to Amazon: Kristin's Career Journey 03:18 Inside SoFi Stadium: Beyoncé, Cowboy Carter & the Power of a Signature Moment 08:45 Hulu Has Live Sports: The Campaign That Became a Meme 09:19 When You Know You've Crossed Into Culture 10:00 Measuring Cultural Impact Beyond Views & Impressions 10:45 Virality You Can't Plan: The Mandalorian & Baby Yoda 13:30 Purpose-Driven Partnerships at SoFi Stadium 16:47 Authentic Creator Partnerships vs. Scripted Briefs 18:41 The Oreo Moment: Why Speed & Trust Win 20:02 The MrBeast Prime Day Collab & Charity Tie-In 24:20 Designing Campaigns Across Generations & Platforms 27:14 The Underrated Metric: Engagement Over Impressions 31:45 Navigating Pressure in High-Visibility Campaigns 33:00 Always Ask Why: Purpose Behind Every Campaign 36:00 AI in Marketing: Efficiency Without Losing Creativity 38:15 Skills for the Next Generation of Digital Marketers Connect with Kristin on LinkedIn: www.linkedin.com/in/kristin-paul-53266546. I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh
S1 · E11
May 21, 2026
36:30
From Clicks to Cures: How Healthcare Brands Use Social Media to Impact Patient Lives
What happens when a filmmaker-turned-marketer finds his way into biotech? Francis Ukpolo, Marketing Lead at Amgen and founder of Afro Theory, joins Misha Kouzeh to pull back the curtain on healthcare marketing — the regulatory guardrails, why pharma turns off social media comments, and how a single conference moment can drive patient outcomes. 00:00 Introduction & Meet Francis Ukpolo 3:39 From Filmmaker to Healthcare Marketer 5:28 Inside Omnichannel Marketing at Amgen 9:52 The Regulatory Reality of Healthcare Marketing 13:33 When Clinical Data Goes Viral 15:57 How Afro Theory Was Born 21:43 AI, Creators & the Future of Social Media 25:48 Closing Thoughts & Where to Find Francis Connect with Francis on LinkedIn: www.linkedin.com/in/francisukpolo Check out Afrotheory: www.afrotheory.com Follow Francis on Instagram: www.instagram.com/fresh_pepper I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh
S1 · E10
Apr 13, 2026
28:04
Why Trust Is the Real Currency of Social Media for Social Impact
In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh interviews Jessica Jackley, founder of Kiva, about how trust, storytelling, and digital platforms can drive social entrepreneurship. Jessica shares how hearing Dr. Muhammad Yunus reframe poverty as a lack of opportunity inspired her to leave her job, travel to East Africa, and help launch Kiva, a platform that allows people to lend directly to entrepreneurs around the world. What began as seven loans totaling $3,000 has grown into more than $2.5 billion in loans globally. She discusses how radical transparency helped Kiva build trust, including lessons from an early fraud case that strengthened the platform’s systems and community support. Jessica also offers advice for social entrepreneurs on ethical storytelling, avoiding trend-driven noise, and building meaningful impact through digital platforms. 00:00 Introduction to Social Media for Social Impact 01:15 Meet Jessica Jackley: Kiva Co-Founder & Social Enterprise Pioneer 02:30 The Early Days of Kiva & The Power of Storytelling 08:30 From $3,000 to $2.5 Billion in Microloans 11:30 Radical Transparency: Kiva's First Fraud Case 17:00 Storytelling Strategy for Social Entrepreneurs 24:00 Co-Creation & Ethical Marketing 28:30 Breaking the Self-Sacrifice Myth 32:45 What's Next: Volunteering & New Book Connect with Jessica on LinkedIn: www.linkedin.com/in/jessicajackley. Check out her latest book: www.penguinrandomhouse.com/books/790033/a-kids-book-about-giving-by-jessica-jackley. I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh
S1 · E9
Mar 8, 2026
36:30
How to Land Social Impact Jobs Using LinkedIn and Networking
In this episode of 'Social Media for Social Impact,' host Misha interviews Ben Precourt, LinkedIn's 'Boston Social Impact Guy.' They discuss how LinkedIn and other digital platforms can boost credibility and visibility in the nonprofit and social impact sectors. Ben shares his journey of becoming a key figure in Boston's social impact community through consistent and strategic LinkedIn postings. They explore challenges in the social impact job market, the importance of living wages, and practical tips for networking and building a personal brand on social media. Ben also introduces his new initiative, 'Hype for Good,' aimed at creating a nationwide network of social impact influencers. They conclude with advice on leveraging social media for personal and organizational growth. 00:00 Introduction to Social Media for Social Impact 00:40 Meet Ben Precor: The Boston Social Impact Guy 01:36 Ben's Journey into Social Impact 03:53 Challenges in the Social Impact Job Market 08:59 The Importance of Volunteering 13:09 Using LinkedIn Effectively 23:04 Hype for Good: A New Initiative 24:57 Ben's Career and Future Plans 28:33 Final Thoughts and Closing Remarks Connect with Ben on LinkedIn: www.linkedin.com/in/bostonsocialimpactguy I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh
S1 · E8
Jan 20, 2026
33:08
Saving Our Home Planet: Inside Patagonia’s Social Media Philosophy
In this episode of 'Social Media for Social Impact,' host Misha Kouzeh discusses with Felipe Guzman, Patagonia's Social Media Lead, how the brand uses digital platforms to drive environmental activism and community engagement. The conversation covers Patagonia's mission to save the planet, their innovative campaigns like 'Vote Her' and 'Don't Buy This Jacket,' and their approach to staying authentic and values-driven in social media. Guzman shares insights on balancing brand risks, managing online backlash, and cultivating a loyal, values-aligned community. The episode also highlights Patagonia's upcoming 'Work in Progress' report, showcasing the brand's commitment to transparency and continuous improvement in sustainability. 00:00 Introduction: Challenging Consumerism 00:29 Welcome to Social Media for Social Impact 01:29 Patagonia's Mission and Social Media Strategy 02:18 Building Authenticity and Community 08:15 Campaigns and Creative Strategies 17:02 Navigating Online Backlash 21:09 The Power of Community Stories 23:38 Defining Success and KPIs 25:41 Exciting Update: Work in Progress Report 28:19 Tailoring Content Across Platforms 30:52 Final Thoughts and Advice Patagonia Work in Progress Report 2025: www.patagonia.com/progress-report I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh
S1 · E7
Dec 19, 2025
34:46
Purpose-Driven Community Building: Using Social Media to Spark Real Change
In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh welcomes Tim Parsons, Senior Advisor at Idealist, for an insightful conversation about transforming social media into a space for genuine community and social action. Tim shares his journey from facilitating community service programs to advocating for social impact with a focus on belonging and empathy. They discuss the importance of creating intentional online communities, reducing urgency, and fostering human connections through social media. Tim highlights innovative initiatives like Idealist's transformative role and The Nonprofit Hive’s community-building efforts. They also touch on the potential and challenges of generative AI in enhancing human connection and the importance of cultivating hope, agency, and belonging. This episode is a must-listen for anyone interested in leveraging digital platforms for meaningful social change. 00:00 Introduction to Social Media for Social Impact 0:41 Meet Tim Parsons: Purpose-Driven Leadership 01:31 Tim's Journey: From Retail to Global Impact 05:00 The Role of Idealist in Social Impact 11:00 Building Intentional Relationships Online 21:10 Highlighting Impactful Organizations 24:20 Advice for Building Community and Belonging 28:26 Generative AI and Human Connection 34:38 Hope, Agency, and Belonging 36:37 Conclusion and Final Thoughts For more information about Tim's work and Idealist, visit www.linkedin.com/in/rookzero and www.idealist.org. Additional mention: https://thenonprofithive.com I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh
S1 · E6
Dec 6, 2025
36:55
Social Media Agency Secrets: AI Tools, Storytelling Strategy, and Impact Marketing That Works
In this episode of 'Social Media for Social Impact,' host Misha interviews Dorien Morin-Van Dam, founder of More in Media and host of Strategy Talks. They discuss the importance of storytelling in social media, especially for purpose-driven brands. Doreen shares her path from stay-at-home mom to strategist for small businesses and nonprofits, and she dives into the practical ways she uses AI for content planning and analytics. She also breaks down smart ad strategies, continuous testing, and the role community building plays in long-term success. Listeners will walk away with actionable tools and tips for managing content, crafting better stories, and using social media as a force for good. 00:00 Introduction to Storytelling in Social Media 00:38 Meet Doreen Morin-Van Dam: Founder of More in Media 01:36 Doreen's Journey into Social Media Management 03:34 Expanding Horizons: From Local to B2B 05:22 The Role of AI in Social Media Strategy 10:30 The Power of Storytelling for Purpose-Driven Brands 16:18 Essential Social Media Tools and Analytics 23:47 Effective Ad Planning and Organic Reach 31:02 Networking and Community Building 33:50 Conclusion and Final Thoughts For more information about Dorien's work, visit www.moreinmedia.com and tune into her podcast: Strategy Talks: https://www.moreinmedia.com/strategytalks I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh
S1 · E5
Nov 22, 2025
35:14
Breaking the Stereotypes: Gen Z’s Drive for Real Change Through Social Media
In this episode of "Social Media for Social Impact," host Misha Kouzeh talks with Helen Zarayan, a Gen Z leader at UCLA, about how her generation is using social media for real-world change. Helen discusses the importance of accountability online, sharing how Gen Z rejects performative activism in favor of true impact. She addresses stereotypes about Gen Z, explaining how platforms are used for education, social justice, and building community—not just for trends. The conversation also covers the influence of viral campaigns like the American Eagle and Gap ads, the pressure to build a personal brand, and the need for boundaries with screen time. Helen closes with advice for young people on using social media intentionally and persevering through challenges. 00:00 Introduction & Meet Helen Zarayan 06:00 How Gen Z Uses Social Media for Connection & Activism 10:54 Social Media’s Role in Professional & Academic Life 14:59 Breaking Stereotypes: Social Media Beyond Memes 21:16 Social Media Campaigns: American Eagle vs. Gap 24:21 Building a Personal Brand on Social Platforms 29:22 Social Media, Screen Time & Setting Boundaries 33:27 Advice for Using Social Media for Impact For more information about Helen’s background, connect with her on LinkedIn: www.linkedin.com/in/helen-zarayan-751768217. I'm happy you’re here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh.
S1 · E4
Nov 8, 2025
34:16
Voices of Impact: How Social Media Helps Nonprofits Build Trust and Belonging
In this episode of 'Social Media for Social Impact,' host Misha sits down with Dr. Sommer Jabbar, Director of Advancement at AYA Youth Collective. They dive into the significance of using social media for driving social impact rather than just influence. Dr. Jabbar shares her journey into equity and belonging work, emphasizing the importance of creating inclusive spaces where everyone feels they belong. The conversation covers the strategic use of language in digital communication, the power of storytelling in social media, and the crucial role of collaboration across sectors. They also discuss how young leaders can begin using their voices for social impact and offer insights into successful nonprofit campaigns. This episode is a treasure trove of practical advice and inspirational stories for anyone interested in leveraging social media to foster a sense of community and affect real change. 00:00 Introduction to Social Impact 00:50 Meet Dr. Sommer Jabbar 02:47 Defining Belonging and Inclusion 06:25 The Role of Social Media in Nonprofits 10:54 Empowering Youth Through Community Support 18:13 Collaborations and Partnerships 21:57 Successful Campaigns and Events 28:44 Advice for Aspiring Social Impact Leaders 33:35 Final Thoughts and Takeaways For more information about AYA Youth Collective, visit the website: https://www.ayayouth.org. Support the cause: https://www.ayayouth.org/donate. I'm happy you’re here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh.
S1 · E3
Oct 25, 2025
36:23
Beyond the Likes: Why Popularity Isn’t Real Influence on Social Media
In this episode, podcast host Dr. Misha Kouzeh and guest Freddy Tran Nager discuss what it really means to have influence on social media, emphasizing trust and connection over follower counts. Freddy shares lessons from his career and analyzes real-world campaigns, pointing to Budweiser’s emotionally resonant Super Bowl ad and Duolingo’s clever use of its owl mascot as examples of brands that connect meaningfully with audiences. The conversation also covers cautionary tales, such as Pepsi’s failed “Refresh” campaign and Toyota Prius’s over-the-top environmental messaging, illustrating how brands can miss the mark when their actions don’t align with their image. On the positive side, Patagonia is highlighted for its genuine commitment to environmental causes. The episode offers practical advice for brands and influencers, and ends with an optimistic look at how social media and new tools can help amplify voices and drive real change. To explore Freddy’s transformative insights further, visit his website. Check out his book: Copyediting With An Attitude: How To Proof And Edit Ads And Other Marketing Copy. I'm happy you’re here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn
S1 · E2
Oct 10, 2025
32:21
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