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
Learn More:
- Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon
- Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon
- Join My Digital First Mastermind: https://nealschaffer.com/membership/
- Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo
- Download My Free Ebooks Here: https://nealschaffer.com/books/
- Subscribe to my YouTube Channel: https://youtube.com/nealschaffer
- All My Podcast Show Notes: https://podcast.nealschaffer.com