Most businesses treat social media like a task to check off. Post something, hope it performs, repeat. But according to today's guest, that's exactly why most businesses are getting mediocre results — because social media isn't a task. It's a craft.
I sit down with Jon-Stephen Stansel — social media manager turned entertainment industry freelancer and author of The 10 Principles of Effective Social Media Marketing — for a conversation about what actually works on social media in 2026. Jon-Stephen has managed social for Texas State University, worked on Prime Video's Invincible, Lord of the Rings: The Rings of Power, the Avatar franchise, and is currently working on Beast Games for MrBeast. Through all of it, he's distilled social media into 10 principles inspired by designer Dieter Rams — evergreen enough to be true a decade ago and still true today.
We cover why goals — not followers or viral moments — are the only real starting point, why audience alignment needs to happen before any content gets created, how to find and hire the right social media help without getting burned, how to measure social media success in a way that actually means something to your business, and why the most important principle of all is that social media is fundamentally human — even in the age of AI.
If you've ever wondered why your social media efforts aren't translating into real business results, this episode will show you where to look.
KEY TOPICS
Jon-Stephen's career path: from ESL teacher to university social media manager to entertainment industry freelancer
How a personal brand on Twitter led to a freelance career working on Invincible, Lord of the Rings: The Rings of Power, Avatar, and Beast Games for MrBeast
The inspiration behind The 10 Principles of Effective Social Media Marketing — Dieter Rams' 10 Principles of Good Design
Why goals are the foundation of any social media strategy — and how to make them realistic
The Texas Department of Transportation example: when C-suite goals and audience needs don't align
Why audience alignment must come before content creation — not after
How Jon-Stephen researches audiences: Reddit, burner Facebook accounts, fan communities, and tools like Brandwatch
How to find a passionate audience even for a brand nobody is talking about yet (the "fandels" scented candle community example)
Why social media is a craft, not a chore — and what that means for who you hire
The social media mechanic analogy: you can pump the gas, but sometimes you need an expert
Where to find good social media help: LinkedIn, community referrals, and spotting brands doing it well
Red flags when hiring: promises that sound too good to be true and bought followers
What to prepare before handing social over to anyone: brand voice documents and tone guidelines
How to align social media metrics with business goals — and why follower count is the wrong measure
The campus tour example: how to triangulate social media ROI when direct attribution isn't possible
Why social media education for executives is a constant, never-ending process
How to use competitor analysis and Meta's Ad Library to set realistic expectations for clients
Paid social, UGC, influencer marketing — how to decide what to activate and when
The 15-minutes-morning, 15-minutes-evening routine for solo entrepreneurs with limited time
The guiding principle above all others: social media marketing is human — and why that matters even more in the age of AI
Why responding to your audience — even with a simple congratulations — creates outsized loyalty
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