July 1, 2019 Duncan Alney

Jamie Gilpin On The Value Of Connections, Social Listening & A Culture Of Inclusion

jamie gilpin

Firebelly is a huge advocate of Sprout Social. We believe in their service and company culture. It’s why we joined their Agency Partner Program a while back and why I wanted to ask their Chief Marketing Officer Jamie Gilpin for some easy-to-digest insights into important matters facing agencies and brands today.

With no further delay, let’s get to the four questions for Jamie!

1. Why does it make more sense than ever for brands to make real connections with their audiences?

brands get real report

Our world is changing and the expectations people have for social, and brands, has evolved.

We’re all too familiar with the lack of trust amongst our divided society; but despite that, our recent Brands Get Real report found that people still have hope. In fact, 91% of people still believe that social can connect people and 78% want brands to be the ones to bring them together on social.

Brands are no longer bystanders who make observations from the sidelines, they’re active participants in the conversation and are expected to drive connection.

The benefit brands reap from facilitating this connection unfolds in a myriad of ways, including improved brand loyalty and a direct impact on bottom-line growth.

RELATED POST: Why Sprout Social Is Our Favorite Social Media Management Tool

2. How and why should brands incorporate listening into their social media marketing programs?

In order to deliver on the personalized experiences people are craving, brands must be able to connect and form meaningful relationships with their audience.

Finding connection requires more than monitoring what people say about you. It requires you to fully understand who your audience is and what they talk about and value outside of your brand.

For example, a cosmetic brand that uses social listening can stay ahead of industry trends by understanding how people feel about something like ethical product testing. Listening provides this insight and allows them to tailor their marketing strategy while delivering a product their audience and potential customers truly want.

Firebelly case study

The greatest benefit of listening is that the insights gleaned impact more than your social strategy—they enable you to keep a pulse on the industry and identify how your brand can make relevant inroads with your audience.

Using this proactive approach not only helps marketers stay ahead of the curve, but it allows them to deliver content their audience wants in an authentic way.

3. What do the next 12 to 18 months hold for social media marketing and/or Sprout Social? Is there anything on the horizon that excites you?

When you think about it, social is still relatively young and is just now growing out of its infancy.

I expect to see social greatly evolve over the next few years, especially as more brands start implementing social listening to inform their strategies.

As a marketer, I look forward to seeing the impact listening can have not just on our marketing strategy, but on the overall business and the way we interact with our customers and prospects.

RELATED POST: Firebelly Wins Cultivate Award At Sprout Social’s Agency Partner Summit

4. What can all brands learn from Sprout’s culture of inclusion and celebrating diversity in the workplace?

sprout social diversity

What makes Sprout different from other companies in our space is that we view diversity, equity and inclusion as a business priority.

One of the reasons I joined Sprout was because the idea that open communication creates progress really resonated with me and talking about DEI is a fundamental part of that. Acknowledging the areas where we need to improve and celebrating the milestones we’ve crossed is essential to our growth.

When our team is successful, so are our customers—we aim to provide a brave space for everyone to come forward, share their experiences and solve any problems we’re facing as one, unified team.

Interested in learning more about Sprout Social? Click here!

Duncan Alney

CEO at Firebelly
Fun Fact: Duncan co-authored the book "Facebook Marketing Secrets." He founded Firebelly in 2001.
Duncan Alney

About the Author

Duncan Alney Fun Fact: Duncan co-authored the book "Facebook Marketing Secrets." He founded Firebelly in 2001.



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