The Sweet Tooth of Social Media

The Sweet Tooth of Social Media

Author: Convince & Convert October 18, 2024 Duration: 35:40

Candy fans unite! This episode is for you. Grab your favorite flavor of Nerds or indulge in some controversial candy corn and tune in to hear Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Candy Company, talk about finding the sweet spot in your social strategy. 

Full Episode Details 

Annie Belgrade joins us in the run-up to Ferrara Candy Company's busiest time of year aka the "Super Bowl" of candy season, Halloween. With months of advance planning to real-time engagement, she reveals how Ferrara keeps its finger on the pulse of candy conversations across social media.

She talks about the challenges of managing multiple brand personalities under Ferrara Candy Company and how her team assigns unique voices to each depending on the audience that favors each brand. Conversations over social media with each brand are the results of tireless manual work, seeking out trending topics and candy talk on each platform. The result? Authentic and relatable content that feels like you're chatting to a friend with a sweet tooth. 

We hear how Ferrara Candy Company manages both organic and paid social, and why "LoFi" content is their preferred style over presenting a "polished façade." As a bonus, Annie also shares a secret recipe that might just convert the candy corn haters. 

In This Episode:

  • 3:41 - An introduction to Annie's role at Ferrara Candy Company
  • 4:39 - How Annie's team manage content during the busy holiday season through social listening and organic engagement
  • 7:22 - The importance of manual work over automation
  • 10:35 - A candy corn combo that might even convert the haters
  • 11:42 - How Annie's team manages accounts for at least 10 different brands
  • 14:22 - How they determine which brands and platforms get more attention
  • 16:27 - Why paid and organic social should complement each other
  • 18:28 - Why "LoFi" content is gaining popularity
  • 19:22 - What bugs vs. excites Annie about working with social media
  • 21:53 - Annie shares her experience of winning a film fest award on TikTok
  • 25:01 - How Ferrara Candy Company works with influencers and got a surprise endorsement from Kylie Jenner
  • 28:58 - The most important social channels for Annie's team
  • 30:12 - Annie's predictions for the future of content and influencer marketing
  • 32:42 - Annie's top tip for those aiming to become a social pro

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

Social Pros Podcast
Podcast Episodes
Greatest Hits: Inside Glossier's Iconic Social Approach [not-audio_url] [/not-audio_url]

Duration: 31:39
We revisit episode 544 of Social Pros with Jamie Dinar, Senior Manager, Social & Digital Content at Glossier, as she unpacks the brand's distinctive social strategy and provides top tips and tricks for social pros. Huge…
How Repurposing Content Makes You A B2B Social Hero [not-audio_url] [/not-audio_url]

Duration: 38:20
Once you hit 'publish' on a piece of core content, it's easy to get caught up in the production cycle before starting on something new. But when you don't repurpose your pillar content, you miss the opportunity to extend…
Why Social Pros Don't Have to Know it All [not-audio_url] [/not-audio_url]

Duration: 32:50
If you're feeling the pressure as a social media manager, this episode of Social Pros is for you. We welcomed Hannah Tooker, VP of Content at LaneTerralever, to talk about why social pros don't need to know it all and wh…
Why Brands Go People-First on Social [not-audio_url] [/not-audio_url]

Duration: 42:09
It's easy to get distracted by the trends, new platforms, and brands that are social media stars in their own right. But how do you create a strategy that's right for your brand? This episode of Social Pros with Mariya S…
Taking on Toxic Social with Noam Bardin [not-audio_url] [/not-audio_url]

Duration: 43:16
We are so pleased to welcome Noam Bardin, Founder of Post News, on this episode of the Social Pros podcast. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it with…
How to Get Better Audience Insights with SparkToro's Amanda Natividad [not-audio_url] [/not-audio_url]

Duration: 41:10
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 ICUC Full Episode Details What's the best way to colle…
Fresh Social Takes with ICUC's Erika Lovegreen [not-audio_url] [/not-audio_url]

Duration: 42:33
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 ICUC Full Episode Details In this ever-changing world…
How Shiseido's Social Leverages 150+ Years of Experience [not-audio_url] [/not-audio_url]

Duration: 41:08
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 ICUC Full Episode Details So many teams work with crea…
How to Be a Social Selling Pro with Timothy Hughes [not-audio_url] [/not-audio_url]

Duration: 41:56
Selling is the primary motivator for a lot of people on social media. Some people do it really well, others are a little less polished. But it's safe to say that a lot of people aren't pros at social selling. Timothy Hug…
5 Unmistakable Lessons From 50 Social Media Leaders [not-audio_url] [/not-audio_url]

Duration: 43:58
Social Pros hosts Jay Baer, President of Convince and Convert, and Adam Brown, Executive Strategist at Salesforce, discuss their favorite episodes of 2016 and the five major takeaways from the year in social media. Speci…