How Marvel Taps Into the Multigenerational Multiverse on Social

How Marvel Taps Into the Multigenerational Multiverse on Social

Author: Convince & Convert September 22, 2023 Duration: 31:42

How does Marvel connect with fans of all ages, hailing from every corner of the world, and speak to them in a way that truly resonates? Join us on this episode of Social Pros as we delve into Marvel's incredible social strategy with their Executive Director of Social Media, Adri Cowan.  

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: 

Full Episode Details  

Marvel is a global phenomenon that transcends generations, so how do their social media team create a unified strategy that speaks to their vastly diverse audience? 

On this episode of Social Pros, we are joined by Adri Cowan, Executive Director of Social Media at Marvel and The Walt Disney Company. 

Adri shares an overview of her role, how she taps into fandom and loyalty and how her and her team keep their strategy unified yet adaptable. 

Plus, she shares the ways in which user-generated content plays a part in her work, her measures for success and how she tackles burnout within her team. 

In This Episode: 

  • 3:15 – What Adri's role at Marvel involves  

  • 5:03 – How Adri became part of the Marvel team 

  • 7:31 – How Marvel adjusts its social strategies across the Marvel universe 

  • 9:52 – Building a unified social media strategy 

  • 12:23 – Strategies for building loyalty in the fan base  

  • 14:12 – How Marvel harnesses user-generated content  

  • 16:41 – How Adri helps her team tap into trending content  

  • 19:29 – Celebrating and measuring successes at Marvel  

  • 23:02 – The challenges of managing a fast-moving team without suffering burnout  

  • 25:41 – Adri's top places for seeking inspiration 

  • 27:05 – The Marvel character Adri thinks would have the best social media presence in real life  

  • 29:14 – The final two questions and Adri's tip for social pros 

Resources 

Visit SocialPros.com for more insights from your favorite social media marketers. 


For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.
Author: Language: English Episodes: 100

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