5 Ways to Actually Win on Social with J.S. Stansel

We all know social media matters.

But there’s a big difference between DOING social media and MANAGING it.

If that sound’s confusing, think about it like this: Just because you own a car doesn’t make you a mechanic.

And just because you’ve got a few social accounts doesn’t mean you’re running a smart strategy.

Which is why this week, I had on J.S. Stansel. With over a decade of experience, J.S. has managed social media for major entertainment franchises like Avatar: The Way of Water, The Lord of the Rings: The Rings of Power, and Amazon Prime’s Invincible animated series.

He’s the reason you binge what you binge and I’m glad he came on the show. 

If you’re a Marketer looking to up your social game, then this is the episode for you.

Here’s what J.S. had to say in his own (lightly edited) words:

1️⃣. Social Media Is Not a Side Channel.

J.S.’s Take: “Social media is the front porch of your brand.

It’s where people interact with you, often more than they do at your physical location.

Your social media manager is right there on the front lines: posting content, talking with customers, managing the community, and representing your voice day in and day out.

It’s 1 of the most direct and visible forms of brand communication today.”

Social isn’t just a distribution tool.

It’s the front line of brand experience.

Yet a lot of companies still treat it like a checkbox. Assigning it to interns or tacking it on to another role. But J.S. is crystal clear: this is where the brand LIVES for most people.

If your front door sucks, no one wants to come in.

Takeaway: Social is not secondary. It’s the storefront.

If you want to grow your brand, don’t bury your most visible channel.

Invest in it. Prioritize it. Staff it with people who know what they’re doing.

2️⃣. You Have to Train Your Execs to Get Social.

J.S.’s Take:  “A lot of people at the top of an organization don’t really understand social.

They think it’s just tweeting or posting memes, but it’s so much more.

It’s community. It’s customer service. It’s marketing. It’s strategy.”

Most execs still see social as a toy, not a growth engine.

That’s your job to fix.

J.S. made social work by bringing internal partners along. Showing them how social connects to the bottom line, how it informs product, how it shifts brand perception in real time.

If you want buy-in, you have to build it.

Takeaway:  If leadership doesn’t get social, build a content-to-impact loop they can’t ignore.

Pull metrics that map to revenue.

Turn replies into testimonials.

Package your wins like a product team would.

Social becomes a priority when it looks like a business driver.  Not a side hustle.

3️⃣. The Best Social Content Comes From the Trenches.

J.S.’s Take: “The best way to figure out what to post is to just be on the platform.

You start to notice trends. You start to see what’s working.

And if you’re not there, if you’re only scheduling things, you’re going to miss it.”

Most brands try to build social strategies from spreadsheets.

But the best ideas don’t live in dashboards. They live in the feed.

J.S. doesn’t treat social like a set-it-and-forget-it channel.

He stays close to the culture. He watches what people are doing. He builds from what’s actually happening.

That’s how you post things people want to engage with, not just approve.

Takeaway:  You can’t lead a platform you don’t live on.

Spend time scrolling like a user.

Follow creators. Study formats. Jump in early.

Social isn’t a static plan. It’s a living pulse.

4️⃣. Be Your Own Brand

J.S.’s Take: “You know your brand is unique and it deserves a unique strategy.

There’s already 1 Duolingo. There’s already 1 Wendy’s.

There won’t be another, no matter how many brands try.

That’s not to say you can’t be funny or snarky or build a bold brand voice.

But what works for 1 brand won’t work for everyone.”

1 brand that is doing that bold style their own way is Johnnie-O.

Watch their X account. It’s gonna blow up. 

Takeaway:  Stop chasing someone else’s playbook.

Audit your audience. Define your real tone.

Then own it consistently.

Your voice should be memorable. Not a mimic.

5️⃣. TGFG (Thank Goodness For Guardrails)

J.S.’s Take: “Guardrails aren’t a bad thing.

They’re there to protect you, not limit you.

In fact, constraints can actually fuel creativity.

When you know your boundaries, you can focus on finding smart, creative ways to work within them.”

Social managers love to push boundaries. And sometimes they push a little too far.

1 off-brand tweet and suddenly you’re in Slack explaining what THAT post was.

J.S.’s take is the opposite of what most people expect:

Guardrails don’t kill creativity. They sharpen it.

Takeaway:  Freedom is great. But focused freedom is better.

Set clear tone, voice, and content parameters up front.

That way, your team can move fast WITHOUT second-guessing every post.

Clarity breeds consistency. And better ideas.