In this episode of 'Social Media for Social Impact,' host Misha Ette discusses with Felipe Guzman, Patagonia's Social Media Lead, how the brand uses digital platforms to drive environmental activism and community engagement. The conversation covers Patagonia's mission to save the planet, their innovative campaigns like 'Vote Her' and 'Don't Buy This Jacket,' and their approach to staying authentic and values-driven in social media. Guzman shares insights on balancing brand risks, managing online backlash, and cultivating a loyal, values-aligned community. The episode also highlights Patagonia's upcoming 'Work in Progress' report, showcasing the brand's commitment to transparency and continuous improvement in sustainability.

00:00 Introduction: Challenging Consumerism

00:29 Welcome to Social Media for Social Impact

01:29 Patagonia's Mission and Social Media Strategy

02:18 Building Authenticity and Community

08:15 Campaigns and Creative Strategies

17:02 Navigating Online Backlash

21:09 The Power of Community Stories

23:38 Defining Success and KPIs

25:41 Exciting Update: Work in Progress Report

28:19 Tailoring Content Across Platforms

30:52 Final Thoughts and Advice

• Patagonia Work in Progress Report 2025: www.patagonia.com/progress-report

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In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh welcomes Tim Parsons, Senior Advisor at Idealist, for an insightful conversation about transforming social media into a space for genuine community and social action. Tim shares his journey from facilitating community service programs to advocating for social impact with a focus on belonging and empathy. They discuss the importance of creating intentional online communities, reducing urgency, and fostering human connections through social media. Tim highlights innovative initiatives like Idealist's transformative role and The Nonprofit Hive’s community-building efforts. They also touch on the potential and challenges of generative AI in enhancing human connection and the importance of cultivating hope, agency, and belonging. This episode is a must-listen for anyone interested in leveraging digital platforms for meaningful social change.

00:00 Introduction to Social Media for Social Impact

0:41 Meet Tim Parsons: Purpose-Driven Leadership

01:31 Tim's Journey: From Retail to Global Impact

05:00 The Role of Idealist in Social Impact

11:00 Building Intentional Relationships Online

21:10 Highlighting Impactful Organizations

24:20 Advice for Building Community and Belonging

28:26 Generative AI and Human Connection

34:38 Hope, Agency, and Belonging 36:37 Conclusion and Final Thoughts

For more information about Tim's work and Idealist, visit www.linkedin.com/in/rookzero and www.idealist.org.

Additional mention: https://thenonprofithive.com

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In this episode of 'Social Media for Social Impact,' host Misha interviews Dorien Morin-Van Dam, founder of More in Media and host of Strategy Talks. They discuss the importance of storytelling in social media, especially for purpose-driven brands. Doreen shares her path from stay-at-home mom to strategist for small businesses and nonprofits, and she dives into the practical ways she uses AI for content planning and analytics. She also breaks down smart ad strategies, continuous testing, and the role community building plays in long-term success. Listeners will walk away with actionable tools and tips for managing content, crafting better stories, and using social media as a force for good.

00:00 Introduction to Storytelling in Social Media

00:38 Meet Doreen Morin-Van Dam: Founder of More in Media

01:36 Doreen's Journey into Social Media Management

03:34 Expanding Horizons: From Local to B2B

05:22 The Role of AI in Social Media Strategy

10:30 The Power of Storytelling for Purpose-Driven Brands

16:18 Essential Social Media Tools and Analytics

23:47 Effective Ad Planning and Organic Reach

31:02 Networking and Community Building

33:50 Conclusion and Final Thoughts

For more information about Dorien's work, visit www.moreinmedia.com and tune into her podcast: Strategy Talks: https://www.moreinmedia.com/strategytalks

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In this episode of "Social Media for Social Impact," host Misha Kouzeh talks with Helen Zarayan, a Gen Z leader at UCLA, about how her generation is using social media for real-world change. Helen discusses the importance of accountability online, sharing how Gen Z rejects performative activism in favor of true impact. She addresses stereotypes about Gen Z, explaining how platforms are used for education, social justice, and building community—not just for trends. The conversation also covers the influence of viral campaigns like the American Eagle and Gap ads, the pressure to build a personal brand, and the need for boundaries with screen time. Helen closes with advice for young people on using social media intentionally and persevering through challenges.

00:00 Introduction & Meet Helen Zarayan

06:00 How Gen Z Uses Social Media for Connection & Activism

10:54 Social Media’s Role in Professional & Academic Life

14:59 Breaking Stereotypes: Social Media Beyond Memes

21:16 Social Media Campaigns: American Eagle vs. Gap

24:21 Building a Personal Brand on Social Platforms

29:22 Social Media, Screen Time & Setting Boundaries

33:27 Advice for Using Social Media for Impact

For more information about Helen’s background, connect with her on LinkedIn: www.linkedin.com/in/helen-zarayan-751768217.

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In this episode of 'Social Media for Social Impact,' host Misha sits down with Dr. Sommer Jabbar, Director of Advancement at AYA Youth Collective. They dive into the significance of using social media for driving social impact rather than just influence. Dr. Jabbar shares her journey into equity and belonging work, emphasizing the importance of creating inclusive spaces where everyone feels they belong. The conversation covers the strategic use of language in digital communication, the power of storytelling in social media, and the crucial role of collaboration across sectors. They also discuss how young leaders can begin using their voices for social impact and offer insights into successful nonprofit campaigns. This episode is a treasure trove of practical advice and inspirational stories for anyone interested in leveraging social media to foster a sense of community and affect real change.

00:00 Introduction to Social Impact

00:50 Meet Dr. Sommer Jabbar

02:47 Defining Belonging and Inclusion

06:25 The Role of Social Media in Nonprofits

10:54 Empowering Youth Through Community Support

18:13 Collaborations and Partnerships

21:57 Successful Campaigns and Events

28:44 Advice for Aspiring Social Impact Leaders

33:35 Final Thoughts and Takeaways

For more information about AYA Youth Collective, visit the website: https://www.ayayouth.org. Support the cause: https://www.ayayouth.org/donate.

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In this episode, podcast host Dr. Misha Kouzeh and guest Freddy Tran Nager discuss what it really means to have influence on social media, emphasizing trust and connection over follower counts. Freddy shares lessons from his career and analyzes real-world campaigns, pointing to Budweiser’s emotionally resonant Super Bowl ad and Duolingo’s clever use of its owl mascot as examples of brands that connect meaningfully with audiences.

The conversation also covers cautionary tales, such as Pepsi’s failed “Refresh” campaign and Toyota Prius’s over-the-top environmental messaging, illustrating how brands can miss the mark when their actions don’t align with their image. On the positive side, Patagonia is highlighted for its genuine commitment to environmental causes.

The episode offers practical advice for brands and influencers, and ends with an optimistic look at how social media and new tools can help amplify voices and drive real change.

To explore Freddy’s transformative insights further, visit his website.

Check out his book: Copyediting With An Attitude: How To Proof And Edit Ads And Other Marketing Copy.

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In this episode of 'Social Media for Social Impact,' Dr. Misha debunks five common myths surrounding social media use and impact. Covering misconceptions such as the decline of social media users, the exclusive association of social impact with nonprofits, the necessity for large budgets and multiple platforms, and the dominance of AI over human teams, Dr. Misha provides real-world examples and strategies to guide organizations toward effective and authentic social media engagement. Each myth is broken down with data and case studies, offering practical insights to help listeners navigate the evolving digital landscape and create meaningful social impact.

00:00 Welcome to Social Media for Social Impact

01:07 Myth 1: Everyone's Off Social Media

02:56 Myth 2: Social Impact is Only for Nonprofits

04:49 Myth 3: Big Budgets Are Necessary for Impact

06:11 Myth 4: You Need to Be on Every Platform

07:24 Myth 5: AI Runs Social Media

08:44 Conclusion and Recap

Connect with Dr. Misha Kouzeh on www.linkedin.com/in/mkouzeh.

Welcome to Social Media for Social Impact— the podcast where we explore how clicks, shares, and stories aren’t just shaping culture, but driving real change. I’m your host, Misha Kouzeh, and together we’ll uncover the strategies, tools, and lessons behind campaigns that move people — and move the needle for business too.

Now, let’s be honest. Social media can feel like a noisy, crowded place. But when used intentionally, it’s one of the most powerful tools we have for creating impact at scale. From viral campaigns that spark conversations worldwide, to small grassroots movements that start with a single post, we’ll dive into what works, what doesn’t, and how use social media as a force for good.

Along the way, I’ll be joined by leaders in business, marketing, tech, higher education, and more. We’ll talk about how to measure the ROI of doing good, why purpose is the new brand currency, and how AI is reshaping influence in ways we’re only beginning to understand.

So whether you’re a marketer, a business leader, social entrepreneur, or someone who just believes social media can be more than doomscrolling — this podcast is for you.