Intellectual Property, AI, and Influencers: Decoding the Legal Implications of Marketing in 2025 with Ruth Carter from Geek Law Firm
Episode Description How can marketers stay creative while steering clear of legal landmines? Ruth Carter (they/them), attorney, writer, and speaker at Geek Law Firm, joins Social Pros to unravel the legal implications of today’s hottest marketing trends—from AI-generated content to brand collaborations. In this episode, Ruth shares practical guidance on navigating intellectual property, distinguishing between copyright and trademark, and staying compliant without sacrificing innovation. Whether you're experimenting with UGC or working with creators, this conversation is packed with essential legal insights for every marketer. Full Episode Details Ruth joins hosts Zontee Hou and Sunny Hunt on this episode of Social Pros to unpack the complex legal landscape marketers must navigate in today’s ever-evolving industry. Ruth dives into how marketers and content creators should think about intellectual property, contracts, and copyright issues, especially when AI tools are involved in generating content. They explain why contracts should explicitly address AI use, the importance of transparency in data handling, and how marketers can avoid common legal pitfalls when working with third parties. Ruth also emphasizes the need for proactive data governance, especially in regulated industries, and encourages brands to build collaborative relationships with legal teams from the start — not just as a final approval step. Throughout the episode, they offer clear, actionable advice with their signature wit (jokingly referring to themself as a “professional killjoy”) and deliver one of the most practical tips yet for anyone in a service-based business. In This Episode: 2:29 - What marketers need to know about protecting IP, and the differences between trademarks and copyright 5:50 - The specific criteria needed in order to trademark 8:34 - Leveraging the IP of others for your own purposes without getting into legal trouble 12:05 - What marketers should have in place in preperation for others to license their content 13:24 - Common mistakes and how people get themselves into trouble with legal 15:02 - Best steps to take when seeing your IP has been stolen and used illegally 18:32 - How AI-generated content relates to copyright 21:04 - Setting expectations and guidelines surrounding AI in third party-created content 22:34 - What Ruth suggests clients have in their contracts regarding AI 24:25 - How to manage confidentiality surrounding AI 26:48 - Being upfront with your audience about data collection 29:49 - Managing expectations and guardrails of compliance and legal 33:02 - How and why marketers often hit a wall with their legal teams 35:38 - Ruth’s advice for aspiring social pros Resources: Connect with Ruth on LinkedIn Visit the Geek Law Firm website Follow Ruth on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.
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37:53
Does Email Marketing Still Matter? Lessons in Humanizing Data and Building Trust with Robbie Fitzwater
Is email marketing a thing of the past, or should it still be a key part of your marketing strategy? To coincide with the launch of C&C's new newsletter, The Trendline, on this episode we welcome Robbie Fitzwater, founder of digital agency MKTG Rhythm. Robbie shares his deep insights into how email and one-to-one communication remain the backbone of any successful digital marketing strategy. Robbie also talks about how to "out-human" big competition by blending creativity with technology, and highlights the value of segmentation and personalizing messaging for different customer segments, and also discusses why his team doesn't hire anyone without AI experience in today's world. Full Episode Details Robbie joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to dive into the ever-evolving world of email marketing, segmentation, and content creation. He shares how brands can use AI and personalization to deliver highly relevant and engaging experiences for different customer segments, while balancing automation with a human touch. Robbie discusses how MKTG Rhythm leverages AI for content creation, from crafting tailored email sequences to generating creative designs for campaigns. He also explains the importance of understanding customer behavior across multiple channels, maximizing content reach, and driving conversions with data-driven strategies. Robbie highlights that while they can't outscale the giants in their space, they can out-human them, bringing a unique, personal touch to their marketing efforts. All that and more on this new episode of Social Pros! In This Episode: 2:01 - The value of email newsletters and how they're evolving 4:41 - How frequent email newsletters should go out 7:19 - Creating newsletters with thought leaders and unique voices vs. a larger brand, and how to choose which one is right 12:45 - How Robbie guides his clients on the importance of email in their overall marketing plan 15:55 - Robbie's advice on collecting and leveraging customer data through email 19:52 - The importance of SMS and combining it with email 21:45 - Specifics on how to get that additional data and building the consumer profile 24:48 - Great conversion rates on quick-question emails 29:05 - Robbie's advice for catering to each consumer effectively through storytelling, automation and segmentation 35:45 - What MKTG Rhythm is using AI for, and the importance of their team members having AI experience 41:52 - Robbie’s advice for aspiring social pros Resources: Visit the MKTG Rhythm website Follow Robbie on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
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44:50
TikTok Tips and Creator Partnership Lessons with Geisha Garcia from U. of Miami
How can universities harness the power of social media to elevate their institution, engage students, and build lasting communities on and off campus? Geisha Garcia, Executive Director of Social Media at the University of Miami, knows the impact of strategic content, influencer partnerships, and community-driven storytelling. In this episode, we dive into how Geisha's team creates authentic, high-performing content, fosters collaboration with students, and integrates social media into broader institutional initiatives. From student creator programs to major brand activations, Geisha shares how social teams can claim their seat at the table and drive meaningful engagement. Full Episode Details Geisha Garcia joins host Jason Keath on this episode of Social Pros to share how the University of Miami is redefining higher ed social media through authenticity, collaboration, and strategic content creation. She dives into the impact of student creator programs, how her team balances institutional messaging with relatable social-first content, and why engagement is just as important as content itself. With brand activations playing a bigger role on campus, Geisha explains how social teams can proactively integrate into broader marketing initiatives—rather than reacting after the fact. She also breaks down the power of influencer partnerships, why micro-influencers often outperform big names, and how community management on TikTok is a game-changer. Geisha also shares how her team stays ahead by fostering collaboration, testing formats like carousels, and pushing for social’s seat at the table—ensuring it remains a strategic force within the institution. Stay tuned after Geisha's interview for a conversation with Jason, Zontee and Sunny about Convince & Convert's new newsletter, The Trend Line. In This Episode: 1:55 - UMiami's social partnerships with other universities 7:15 - Successes and lessons learned from UMiami's TikTok account 8:31 - UMiami's new student creator program and how it operates 15:24 - How Geisha and her team found the current students in the creator program 17:54 - How the student creators benefit from the program 20:30 - The social strategy for UMiami's centennial celebration, and how it's been executed 24:40 - Community management on TikTok 26:05 - Choosing the right partnerships that will resonate with your audience 26:56 - How to correctly collaborate with brands on university socials 29:57 - Geisha’s advice for aspiring social pros 32:30 - Zontee, Jason and Sunny discuss C&C's new newsletter, The Trend Line Resources: Follow University of Miami on TikTok Follow University of Miami on Instagram Follow Geisha on LinkedIn Follow Geisha on Instagram Visit the University of Miami website
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40:22
The Top 5 Marketing Trends for 2025 Based on Research with Todd Lebo
How can B2B brands use original research to drive thought leadership and marketing success? Todd Lebo, CEO and Partner of Ascend2, specializes in helping businesses create data-driven content that builds authority and engagement. In this episode, we dive into the top five marketing trends shaping 2025 and how research can be leveraged to craft compelling narratives. From starting with the executive summary to ensuring insights tell a clear story, Todd shares expert advice on how to make research more impactful and actionable. Full Episode Details As we close out the first quarter of the year, Todd joins hosts Zontee Hou and Jason Keath to not only explore the top 2025 trends shaping B2B marketing, but to also share insights on the ongoing challenges of unifying data across multiple sources and why marketers need to rethink their martech stacks to stay ahead. Todd also dives into the role of AI in making data more accessible, how companies can maximize the value of research studies, and why marketers should revisit past ideas as technology evolves. Plus, he highlights the power of frontline marketers in uncovering real, actionable insights—and shares a great story about how a simple conversation reshaped the way a financial tool was marketed. In This Episode: AI-Powered Content Marketing: Balancing Quality and Quantity (2:28) Data Point: Only 32% of marketers consider their content marketing strategy very successful, while 55% cite generating traffic and leads as their biggest challenge. Source: Content Marketing and AI Report. Why It Matters: Marketers need to use AI, not just for content creation but also for improving audience targeting and engagement. AI-driven insights can help refine content strategies for better results. Influencer Marketing Goes Mainstream in B2B (8:16) Data Point: 49% of marketers cite integrating influencer content into a broader mix of marketing tactics as a top trend for 2025. Source: TopRank - 2025 B2B Influencer Marketing Report.Why It Matters: B2B influencer marketing is maturing, and brands that integrate influencers into their full marketing strategy will see greater engagement and credibility. Scaling Marketing Efforts Through AI-Powered Automation (14:06) Data Point: AI is being used extensively for content creation (37%), social media management (35%), and chatbot automation (25%). Source: The Evolution of AI in Marketing. Why It Matters: AI-driven automation enables marketers to scale their efforts while maintaining high-quality engagement across multiple channels. The Data Confidence Divide: AI, Authenticity, and Revenue Growth (20:08) Data Point: 46% of marketers confident in their data strategy reported significant revenue growth, while only 15% of less confident marketers saw the same success. Source: Anteriad - 2024 B2B Marketing Outlook: The Data Confidence DivideWhy It Matters: A strong data strategy is a key driver of business growth. Marketers must prioritize data accuracy and AI-driven insights to maintain authenticity and improve engagement. Data-Driven Marketing: Overcoming Integration Challenges Data Point: 63% of marketers rate their data-driven strategy as somewhat successful, while integrating data from multiple sources remains a challenge. Source: Data-Driven Marketing Trends 2024. Why It Matters: Data is critical for marketing success, but fragmentation hinders performance. Marketers must invest in AI-powered analytics and automation to streamline their data integration. How to turn data into action (25:46) Todd's advice for aspiring social pros (32:57) Who Todd would most want a video call with (33:59) Resources Visit the Ascend2 website Follow Ascend2 on LinkedIn Follow Todd on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
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37:33
How Consumer Insights Lead to Trust at the Weather Channel with Randi Stipes
How does the weather influence your daily decisions, from your morning routine to your mood? Randi Stipes, CMO of The Weather Company, understands the profound impact of weather on consumer behavior—and how to harness it for deeper connection and trust with their customers. In this episode, we explore how The Weather Company collects and leverages consumer insights to enhance user experience, inform marketing strategies, and shape content creation. From data-driven storytelling to innovative brand collaborations, Randi shares how her team turns weather-driven moments into meaningful connections. Full Episode Details Randi joins host Zontee Hou on this episode of Social Pros to discuss how The Weather Channel is using weather data to drive trust with their audience and customers. She explains how weather is the "ultimate contextual accelerant", influencing consumer behavior in unexpected ways (like how a temperature drop in the Ohio Valley can actually boost ice cream sales!) Randi also shares insights on why B2B businesses need a weather strategy, how The Weather Company is working with content creators to showcase real-life weather impacts, and the brand's partnership with the United Nations on the WeatherKids campaign, a global initiative to inspire climate action through future forecasts. She also highlights the growing role of social in driving brand authenticity and why every marketer should nurture a strong relationship with their CFO to align strategies and impact -- and gives one of the best answers yet to our "If you could have a video call with any living person, who would it be?" question with a heartwarming story you won't want to miss! In This Episode: 2:16 - The Weather Company's new brand platform, and the process of rolling it out to achieve their business goals 5:15 - How the brand works with content creators, and how they fit into The Weather Company's ecosystem 7:52 - The different audiences the brand is targeting with their content creator approach 10:38 - How The Weather Channel has changed over the course of its history, and how Randi is preparing her team for the coming evolution of the digital landscape 13:48 - How the brand is thinking about that personalization to give their audience a better expereince 15:52 - Important points for all marketers to keep in mind when building towards registration and ensuring customers see the brand as an ongoing partner in their lives 19:37 - Things that will be really valuable for The Weather Company and all marketers to think about when collecting information about how customers behave so that a better story can be told to them 23:14 - How to think about insights that serve B2B partners, and why every B2B business needs a weather strategy 28:4 - WeatherKids, a joint program with the United Nations Development Program and the World Meteorological Organization. 31:38 - Who Randi would most want a video call with, and the wonderful story explaining why 36:02 - Randi’s advice for aspiring social pros Resources Download The Weather Channel app Follow The Weather Channel on TikTok Follow The Weather Channel on Instagram Visit The Weather Company website Visit The Weather Channel website Visit SocialPros.com for more insights from your favorite social media marketers.
Presented by Convince & Convert, Social Pros is one of the longest-running marketing podcasts in existence! Focused on the nexus of social media and other marketing disciplines, we bring you interviews and commentary from companies including Google, Reddit, Uber, Oracle, and many more to understand how social media impacts brand marketing, content marketing, reputation management, public relations, paid media, and much more.
After more than a decade, Social Pros is still the one podcast that brings listeners inside the minds of marketing leaders making real impact. Join us as we dive behind-the-scenes and share actionable marketing strategies that you can immediately implement.
🎙 Listen to our episodes on our website—socialpros.com—or on your favorite audio platform.
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