Dose of Social: Actionable Social Media Tips for Small Businesses and Brands

In this episode of Dose of Social, we sit down with Anna Tutckaia, VP of Growth Marketing at Manychat, to uncover how creators and brands are revolutionizing one‑on‑one engagement in an era where follower count alone isn’t king. Anna breaks down how Manychat’s chat automation tools help creators turn comments into meaningful DMs—and ultimately, into stronger relationships and revenue.

Anna walks us through her six‑to‑seven‑year journey at Manychat, where she’s helped evolve the platform from a Messenger‑only tool into a multi‑channel social engagement engine (including Instagram, WhatsApp, and soon TikTok). She shares how the rise of creator culture and AI‑driven content means authentic connection and community trust are now more important than ever.

Here’s what we’re diving into:

• Anna’s growth journey at Manychat: what her role really entails

• Why follower count is no longer the primary metric for success—engagement is

• How creators use Manychat to transform comments and follows into real conversations

• The concept of “authentic automation” and how to strike the balance between tech and human tone

• Common automation mistakes to avoid (e.g.,: sounding too robotic, masking bots as humans)

• Why small‑niche creators are winning in 2025—and how larger brands can learn from them

• Predictions for the next two years in creator‑led social: AI content overload, private spaces, deeper community focus

Connect with Anna Tutckaia:
LinkedIn: https://www.linkedin.com/in/annatutckaia
Instagram: @annatutckaia
Website: manychat.com

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In this episode of Dose of Social, we dive deep with Madeline Walden, Digital Content & Community Manager at the Aquarium of the Pacific (Long Beach, CA). Madeline shares how a lifelong love of social media and local oceanic inspiration led her to build a powerhouse content strategy that drives engagement, education—and yes—millions of TikTok followers.

From her early days curating friends’ accounts to landing the aquarium’s first dedicated social role in 2016, Madeline has led the evolution of their digital presence. She walks us through how they transformed from sporadic posts to a full‑scale strategy, the virality of sea lions (yes, really) and how to balance family‑friendly fun with mission‑driven education.

Here’s what we’re diving into:

• The rise of TikTok for the aquarium—how they launched in 2020, partnered with TikTok’s “Learn on TikTok” initiative and grew to 2.8 M followers
• Defining target audiences across platforms—families, animal enthusiasts, scientists—and tailoring content accordingly
• The secret sauce behind viral content: charismatic animals (hello, sea lions!), connection, emotion, and momentum
• Building a content team: in‑house social, video production, “Pacific Pals” (puppeteers!), animal‑care collaboration
• How the aquarium sets KPIs—beyond pure analytics—to focus on community, awareness and real‑world impact
• Advice for mission‑driven organisations and small teams: use the platforms like a user first, speak in accessible language, infuse education with a touch of humor

Connect with Madeline Walden:
Website (Aquarium of the Pacific): https://www.aquariumofpacific.org
LinkedIn: Madeline Joy Walden
Instagram: @aquariumofthepacific
Podcast: Aquarium of the Podcific 

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In this episode of Dose of Social, we sit down with Mimi Banks, founder and CEO of MB Social, to unpack how her 15‑year career at L’Oréal paved the way for building a bold, full‐service social agency, and how that experience shapes the way we approach content, community and influencer strategy today.

From launching Instagram and Pinterest for luxury beauty brands in 2012 to leading a team of global talent supporting major brands and creator partnerships, Mimi shares what works, and what doesn’t, when it comes to storytelling, engagement and authenticity in the digital age.

Here’s what we’re diving into:

• Key strategies for building an engaged community: show up, listen, connect online and offline.

• How brands starting from scratch can create meaningful connections (not just followers): content, paid strategy and collaboration.

• Scaling community engagement without losing authenticity: shifts, systems and team structure.

• Defining your brand’s unique story for social: identifying your "why", content pillars, and how to translate brand into feed.

• Influencer marketing insights: letting creators shine, avoiding over‑briefing, leveraging repeat collaboration, measuring beyond likes and follows.

• Balancing aspirational vs relatable content, and why authenticity matters more than ever in an AI‑rich world.

Connect with Mimi Banks:

Website: https://mbsocial.com

Instagram: @mbsocial.agency

Instagram: @mimibanks

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In this episode of Dose of Social, we chat with Shannon Grayce, a business coach and former luxury brand marketer turned sales & marketing mentor. Shannon shares how she transitioned from corporate sales training into guiding entrepreneurs to scale their brands — all by combining authenticity, strategy, and aligned sales skills.

She walks us through her signature frameworks and real-world client wins, and gives listeners a practical “homework” they can use right away to improve their marketing and lead nurturing.

Here’s what we’re diving into:

• How Shannon pivoted from luxury brand marketing to full-time business coaching

• The Know → Like → Trust method for turning cold leads into paying clients

• The difference between consulting and coaching — and why she prefers hands-on execution

• Shannon’s Stoplight Theory for reading sales signals (green, yellow, red)

• The most underrated channels for small businesses right now: TikTok, LinkedIn & YouTube

Connect with Shannon Grayce:
Website: https://globalpathcoaching.org
Instagram: @shannongrayce
Business Instagram: @globalpathcoaching
Email: [email protected]

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In this episode of Dose of Social, we sit down with Dave Delaney, founder and CEO of Futureforth, to talk all things communication: from managing internal culture to growing your business through content. Dave is also the host of the ADHD Wise Squirrels podcast and author of New Business Networking, a guide to building better relationships both online and offline.

With two decades of experience in leadership development, digital strategy, and content marketing, Dave shares his human-first approach to improving both internal and external communication, especially for small businesses trying to retain talent and stand out online.

Here’s what we’re diving into:

• The first simple step to improve communication with customers and clients
• How to avoid the most common internal communication mistakes
• Leadership habits that increase retention and build trust
• Why email marketing still matters and how to do it right
• What to focus on when social media momentum plateaus

Connect with Dave Delaney:

• Website: https://futureforth.com

• Podcast: ADHD Wise Squirrels
• Book: New Business Networking

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In this episode of Dose of Social, we sit down with Lizzie Curtis, celebrity stylist, mom of three, and the creative force behind Society Nautique, a handmade jewelry brand known for its timeless pieces and personal storytelling.

Lizzie walks us through her early days of stringing beads as a middle schooler, working in boutiques, and how her love for design and business eventually evolved into two flourishing careers: styling for major campaigns and building her jewelry business from the ground up. Her journey is a masterclass in staying true to your creative instincts—while still being savvy about marketing, audience-building, and storytelling online.

Whether she’s in “maker mode” or “manager mode,” Lizzie shares how she uses organic and paid social to connect authentically with her audience—and how content doesn’t need to be polished to convert.

Here’s what we’re diving into:

• How Lizzie built Society Nautique from a childhood hobby into a full-fledged brand
• Balancing personal storytelling and product content across two Instagram accounts
• Her early exposure to retail and what working in a boutique taught her about branding
• The power of showing up authentically in paid ads (and why low-fi content performs best)
• Jewelry as an emotional connector—and the stories behind some of her most meaningful pieces

Connect with Lizzie Curtis:

Website: https://www.lizziecurtis.com

Jewelry Brand: https://www.societynautique.com

Instagram: @lizziecurtis

Jewelry Instagram: @societynautique

YouTube: @societynautique

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In this episode of Dose of Social, hosts Lindsay Mauch and Kayla Perlstein welcome Len Silverman and Bob Harms of Up to 11 Marketing. With decades of experience in advertising, branding, and leadership, Len and Bob share how their strategic-first approach helps service-based businesses grow sustainably, especially for entrepreneurs feeling stuck or overwhelmed.

Here’s what we’re diving into:

• The importance of defining and interviewing your ideal customer before launching marketing efforts
• Why strategy must come before tactics, what misfires (like unexpected rebrands) can teach us
• The power of brand positioning and competitive analysis to carve out a unique market lane
• The biggest marketing misconceptions: DIY tools don’t mean strategy; marketing and sales are different beasts
• Why operational readiness matters when scaling and how not being prepared can backfire

Connect with Len & Bob

Website: https://uptoelevenmarketing.com/

LinkedIn: Up to 11 Marketing

Bob Harms: https://www.linkedin.com/in/robert-harms-uptoelevenmarketing/

Len Silverman: https://www.linkedin.com/in/up-to-eleven-len/

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In this heartfelt episode of Dose of Social, Lindsay and Kayla sit down with Karri Morgan, Executive Director of the Scott Hamilton CARES Foundation, to explore how authentic storytelling and values-driven content can power a nonprofit’s mission across social media.

Karri shares her inspiring journey from working with Olympian and cancer survivor Scott Hamilton to leading a national foundation focused on immunotherapy and patient-centered cancer research. From managing over 30 events a year to building high-impact content strategies, she opens up about the balance between education, fundraising, and community engagement online.

Whether you run a nonprofit or just want to lead with heart on social, this episode is filled with practical takeaways and meaningful moments—including viral posts, behind-the-scenes strategies, and why one emotional radio story unexpectedly moved donors in 30+ states.

Here’s what we’re diving into:

• How Karri met Scott Hamilton and helped him turn personal adversity into global impact
• The evolution of their social media strategy—and how it supports education, awareness, and fundraising
• Behind-the-scenes wins from the Scott Hamilton & Friends ice show
• How survivor stories and volunteer shoutouts drive the most engagement
• Balancing organic vs. sponsored content as a nonprofit
• Real talk on donor fatigue, authenticity, and staying mission-aligned on social
• Why their cancer ribbon is upside down—and how it symbolizes infinite hope

Connect with the Scott Hamilton CARES Foundation:

Website: https://scottcares.org

Instagram: @teamscottcares

Facebook: Team Scott Cares

LinkedIn: Scott Hamilton CARES Foundation

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In this episode of Dose of Social, hosts Lindsay Mauch and Kayla Perlstein welcome Jess Kaplan, Social Strategy Manager at Orange 142. Jess shares her journey from studying journalism in California to leading social media for tourism clients across Tennessee: most notably Pigeon Forge. With her expertise in storytelling through reels, influencer collaborations, and user-generated content, Jess uncovers how to craft a social media strategy that captures the magic of a destination.

Here’s what we’re diving into:

• How Jess and her team keep content fresh for a major tourist destination like Pigeon Forge
• Why reels and carousels are the top-performing formats for tourism brands
• How a creator-led video sparked a 50M-view campaign that directly boosted bookings
• Jess’s go-to tools for monthly content shoots—including the Osmo Pocket 3
• Best practices for working with influencers, managing UGC, and navigating trends authentically

Connect with Jess Kaplan:

Instagram: @itsjesskap

LinkedIn: Jessica Kaplan

Orange 142: Find them on Instagram, LinkedIn, and Facebook

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In this episode of Dose of Social, we’re diving into the pros, cons, and “meh” moments of using social media scheduling tools. From efficiency wins to awkward “oops” moments (looking at you, McDonald’s placeholder post), we break down when scheduling makes sense and when it’s better to post natively.

Whether you’re managing one brand or a full roster of clients, this episode gives you the practical, behind-the-scenes perspective to decide if scheduling tools are worth your budget - or if Google Sheets and native tools have you covered.

Here’s what we’re diving into:

• The biggest pros and cons of scheduling tools for social media managers
• Why “post and ghost” is the fastest way to tank engagement
• Real-life mishaps from pre-scheduled content (and how to avoid them)
• Which platforms’ native schedulers are surprisingly powerful
• How scheduling can affect reach and engagement
• Our take on the “optimal posting time” debate in 2025
• How far in advance you really need to plan content

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