How to Stand Out with the Evolution of Social Media Marketing in the Era of AI

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Welcome to today's episode.

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Our guest today is Dr Marissa Schwartz Boy.

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Do we have a great episode today?

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She has an amazing background.

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She has more than 500,000 followers on social media, Her viral videos have been viewed more than 600 million times you can't make this stuff up and she has been featured by Forbes in the 30 under 30 list.

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Her company is Gen Z Publishing and she has another marketing company called Dr Rizzi's Writing.

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Welcome to the show.

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Thank you so much.

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What an intro.

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I'm glad to be here.

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Unfortunately, forbes doesn't have a list for 50 over 50.

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I don't think they do, but congratulations on all your accomplishments.

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It's really great.

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Why don't you talk to us a minute or two?

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Tell us a little bit more about who you are and what you do?

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Absolutely.

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You've covered a lot of it.

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But yeah, I own Gen Z Publishing, which is a book publishing company.

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We don't just publish Gen Z, even though the name suggests that I actually named it.

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That before Generation Z was a thing.

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The company's about 12 years old, so I meant it to mean the new generation of writing.

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So we published a wide variety of books and in doing that, we also market the books, which led me to open up my marketing company, dr Rissy's Writing and Marketing, where we do 360 marketing for a wide variety of clients, small businesses, not just authors, though that's the main point, but that we work with more than just authors there, and we've grown over the last 12 years to do ad, social media, pr, seo, all that fun stuff.

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And now, with the rise of AI and the changes going on, we're definitely learning to evolve with the technology.

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So it's been fun.

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Oh yeah, on your LinkedIn profile, you self-classify yourself as a prompt engineer.

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Is this a true story?

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Yeah, I actually that is one of my side hobbies.

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I have a lot of hobbies and what I do is I'm actually training in AI in philosophy.

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My doctorate is actually in philosophical literature, so I have all this philosophical knowledge and I haven't had an outlet to use it.

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This is what I'm teaching AI's philosophy and doing these thought experiments with them and it's one of the most fun, fulfilling things I've ever done in my life.

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You're teaching chat GPT philosophy.

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It's not chat GPT.

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This is actually different.

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It's called Claude and I'm teaching Claude or annotating Claude on philosophy answers.

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Amazing.

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What is one of the most fun things that you've done with AI?

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I can't resist asking this before we get into your story.

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Yeah, probably my favorite is I put Chachi PT into a teddy bear, so basically I have this animatronic teddy bear and he talks when Chachi PT does, and it's really fun and cool.

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That's great yeah.

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Awesome.

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All right, without further ado, why don't you share with us a story about some of the marketing you've done that you're the most proud of?

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There's a lot to choose from, I know.

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Yeah, I've been doing this for 12 years and I grew my team.

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Originally I was a student years and I grew my team originally I was a student, so with people I knew.

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I had a guy I went to fourth, I was in middle school with a fourth grade through like seventh grade.

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I had a lady who I went to college with, like I was hiring my friends and really growing my business originally with people that I knew and trusted, and I think that's a great way to start a business.

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A lot of people say don't mix business and personal, and I definitely see that as well.

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Great way to start a business.

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A lot of people say don't mix business and personal, and I definitely see that as well.

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But in my case, where I started my companies as a college student, it worked for me.

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So I'm proud of how we started out that way and grew my own social media, like you said, to about half a million followers and we did that organically.

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We also, because of that, have had a lot of viral videos and things get picked up by like the Daily Show, the Today Show, the Wall Street Journal.

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That was actually recently.

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We did a campaign with AARP where I just made a video about AARP that you don't have to be a senior citizen you could be younger to join AARP and it went viral and it wound up getting picked up by a lot of those.

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We didn't do any outreach.

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We do PR, but some of the best PR comes where you don't actually have to reach out to the journalists.

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They reach out to you, and that happened in that case because of our viral video.

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So that's something that is very interesting nowadays that it's easier than ever to get discovered by journalists just through having good, organic strategy.

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So I'm proud of how we did that for my own social media accounts and we also use those same practices to help our clients.

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I have worked with a wide variety of small businesses authors, entertainers over the years and it's always really exciting to see them organically grow.

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Yes, we have an ad specialist who runs ads as well as the people who need it, but we usually reserve that for somebody who is looking specifically for leads or engagement.

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But for somebody looking to grow their social media, get PR organic.

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Thanks to websites like TikTok and X, it's easier than ever to grow organically.

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I've grown my own and my clients that way and we're super proud of that work and the opportunities it's led to.

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So let me make sure I understand this You're on the Forbes 30 under 30, but you also have an AARP card.

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Is that a purposeful conundrum?

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Yeah, I joined AARP before I was on Forbes 30 under 30.

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Just because I saw somebody else made a TikTok video and they say AARP is not ageist, you can be any age and join AARP and get the benefits and I didn't believe them.

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So I fact checked it, I joined.

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And then when it actually worked, and I joined and I didn't believe them, so I fact-checked it, I joined.

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And then when it actually worked and I joined and I was getting like discounts at restaurants and stuff, I made a TikTok like guys, it actually works and yeah.

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As a result of this episode, everyone should just go join AARP to fight inflation.

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Let's do this together.

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Let's work together to fight inflation.

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But I saw at the top of your YouTube channel that you had that video and the Daily Show was making fun of you for doing that, saying that AARP was supposed to be only for old people.

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They're taking you from us.

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I was like I'm going to watch that video.

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It's very funny.

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Yeah, that was Louis Black, which I watch.

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Louis Black as, like a kid he was in a bunch of movies, accepted and stuff like that, so that was so cool.

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Just the fact that he said that.

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How did you get over 300,000 people following you on Twitter?

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I'm curious about that.

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Yeah, so I was on Twitter for a long time.

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I joined Twitter when I was like 16 years old and I was stuck at like a thousand followers for my first three years because I had no idea what I was doing.

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I was like a kid and I just I would tweet at that point Remember the hashtag games?

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I would always do that.

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That was how I grew like a thousand followers just by following hashtag games and things like that, and then I grew to about 10,000 followers maybe within the next three years by doing that and also connecting with different groups by using like hashtags.

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So at that point I was really trying to grow my publishing company.

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So I was doing hashtags like am writing, am reading, so connecting with people with hashtags, and it was slow growth.

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It was a thousands of 10,000, still significant growth.

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But what skyrocketed me was about three years ago, twitter got really into promoting videos, and so when this is, I think, advice for anybody when a platform has a new, something new that they are promoting and a new feature, they really want you to use it and they're going to promote and stand behind the people who use those new features.

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So when they were really promoting their video feature.

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I just started sharing a lot of viral videos.

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Whenever I would see a viral video, I would add my own two cents to it, add a comment to it, something like that, and share it, and because of that, their algorithm loved that and kept pushing the videos.

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I had a few well-known celebrities retweet me, which really helped as well.

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There was one where there was a video of thunder and lightning and it was like this really wild lightning and I wrote Thor.

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And then Chris Hemsworth, who plays Thor, retweeted it to his millions and millions of followers and I got a lot of followers that way.

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So I guess the advice there is follow the trends and things like that and if the algorithm picks up enough and enough celebrities and people with followers see it, they will retweet you and you'll get followers that way, like it's.

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It's simple, but it's also not looking yeah.

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The thing that I think is interesting about your story is that before anybody hires a marketing agency, they should look at it to see what success has that marketing agency had, and so I think the examples you've shared you've had some pretty good marketing successes, and I look at some folks who say that they're an expert in video marketing and then I look at their YouTube channel and they have less than 100 followers.

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I'm like probably not an expert in video marketing.

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I think, with all of the social channels, you're living the dream, so I think it makes sense for people to talk to you about how do they live the dream.

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That's what I'm getting at.

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You have to set the example, so to speak.

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Exactly.

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I like to say I'm my own case study.

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That's really why the social media accounts are the way that they are.

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I test things on my own accounts.

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There have been things I've done, like on Twitter, where I'm like, okay, that didn't work very well for me, I'm not going to do that for my clients.

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But there have been other things where, you know, back when polling was huge, I found out through my own account people are really engaging with these polls.

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Okay, let's do that for our clients as well.

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So, yeah, it definitely works that way.

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You are your own case study.

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I love that.

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That's awesome.

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Good word, good word.

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So what marketing trends are you seeing for 2024?

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Where do you think things are going?

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Yeah, first off, ai is really tossing everything up in the air where you don't know.

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I don't know how relevant SEO is going to be in the next year to three to five years.

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It's more people are using chat, gpt and things to search and learn than they were Google.

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That's one area where I'm still offering SEO services.

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They're still definitely beneficial In many ways.

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It might be more beneficial for some things if machine learning is still pulling from different websites and things, but it's definitely changed.

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Same thing with all.

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Social media is really up in the air TikTok.

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Who knows what's going to happen with that.

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For now, though, we still have longer videos that are we're able to do that and get on the algorithm there.

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X is basically become Reddit.

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Now, I think, if you really want to get popular, they're reposting viral content, a lot of memes.

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I grew on there with viral videos, but viral videos aren't as much of a thing now, and now it's all about memes.

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So yeah, there's so much.

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There's so many changes.

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I probably, in the 12 years I've been doing this, probably one of the years where I've seen the biggest changes.

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Are things more confusing now than they've ever been before, or is it just me?

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Yeah, I feel like I'm constantly watching videos, reading articles just to keep up, and I've always done that.

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I I'm constantly watching videos, reading articles just to keep up, and I've always done that.

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I've always been like okay, let's keep learning.

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But now it feels like you have to even more.

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It feels like every day there's a new AI thing or a new update.

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There's always something.

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And so, because you are your own case study, what are you prioritizing?

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Are you prioritizing AI?

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Are you prioritizing other channels?

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I'm curious.

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Yeah, ai, definitely I feel like you have to.

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So I use it to help me organize my editorial calendar, even coming up with different ideas.

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I'm surprised with some of the ideas it's come up with.

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It's not great, for actually I would never have it like make my TikToks and stuff for me.

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It does make some of our professional like B-roll footage videos, which is great where it's just like an informational thing, but definitely for like idea generation or just fleshing out ideas.

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For example, I filmed a TikTok video last week where I had this idea but it wasn't quite fleshed out.

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So I set it to GPT and then it came back with a just a smoother idea.

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I'm like, ok, that's perfect.

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I with just a smoother idea, I'm like, okay, that's perfect, and I just filmed right from that script.

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But then there are other tools as well.

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Like I am doing a presentation.

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I teach for the Women's Center for Entrepreneurship.

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I need to make a presentation.

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I used it's called Tone and it just helped me with the presentation.

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I'm not a graphic designer, so it helped me to have a nice, pretty layout.

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So there's a lot that's coming up that's making our lives easier but at the same time not just relying solely on that, because we live in these very confusing times.

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I thought that I would share just there's two things that I've seen are really amazing that I'm using AI for, and there's two things with AI that I think are showstoppers or deal breakers that keep me up at night, and you can tell me if you agree or disagree with these things.

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The two things that I think are really amazing is doing research with AI is really awesome.

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It's a great way, considering it's essentially like the modern day library of Alexandria.

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It has compended so much information.

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No human could ever consume that much information.

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So when you're doing broad research and trying to figure out the landscape for a project, I think it's really great, and my favorite thing to do is related to that is mix things together that shouldn't be mixed together.

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I had it rewrite my LinkedIn profile and the tone of Homer's Iliad and the Odyssey, which was pretty great, and so just mixing together unexpected things because from a research perspective, it has the ability to do that, I think is really great.

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The second thing is there are so many productivity tools that do allow me to do marketing work 70 or 80% faster, so some two-week projects take me like two days now, 70 or 80% faster.

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So some two week projects take me like two days now, and producing this podcast, as an example, I use a series of seven different tools, a lot of them powered by AI, to do everything from help me edit the episode to writing the drafts of the show notes and things like this that I still have to edit, but it makes the whole process of producing podcast episodes 90% faster, and so I think those are two great things.

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And then the two things that keep me up at night that I think are really awful is that the legal issues around people being afraid to put their information into the models and licensing information of things like images that are the image generators, and if you use things to create, if you use AI to create something you don't own the copyright for it is what the copyright office has said.

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So the intellectual rights aspect of AI, I think is very challenging.

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And the second thing that I think is very challenging is the inaccuracy and how it just makes things up.

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I like to say that chat GPT is a pathological liar and it learned it from us.

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Yeah, it learned it from us.

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So I think those are like the two main benefits and those are the two detractors.

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I think if people keep those in mind, you can to a large extent try to minimize the deal breakers.

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If you will, do you agree with that?

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Is there anything you would add?

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Yeah, no, I definitely.

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The formatting also is such a pain in the butt when you try to copy it and it does it with all the asterisks and stuff.

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There's just like little things like that that drive you batty.

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But yeah, I do agree, the legalities of it, I know has been a nightmare.

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I've heard the different stories with the issues that people have gotten into and stuff.

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It's the wild west.

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It's almost like what I heard about when the internet started, where we have to establish ground rules and stuff for it.

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Now yeah, I think that I do caution people to not use it for everything, to look for the right use cases where it makes sense today because, as an example, I don't think people should be using AI to write their resume because it whitewashes them, it doesn't bring in the right anecdotes or stats or experience from your background and it just puts in hyperbole.

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Orisa is a virtuoso of marketing, a grand master of social media.

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It's just virtuoso maestro.

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There's a list of like hyperbole words that it just loves to use, and so I think there's certain cases where it doesn't make sense, but there are really good use cases where it does, and I think people just have to weigh those things.

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As a prompt engineer, is that what you think?

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people just have to weigh those things as a prompt engineer.

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Is that what you think?

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Yeah, it is.

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It's definitely I.

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What sam altman recently said is that chachi pt4 is the dumbest model we will ever have to use.

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That's exciting, but also a little bit scary, because if these issues that we're talking about are resolved, like what's going to happen to human creativity and ingenuity, there's so much I feel like we're living in a sci-fi film.

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Apparently, we're days or weeks away from Chad GPT-5.

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It's close and the rumor is that it's a big leap in terms of the functionality, and that's the thing I've been wondering about is, okay, like what does GPT-7 or 8 look like?

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Like, how good does that get Right?

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That's the sort of thing that makes me really wonder where we're going with this.

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Where do you think it's going?

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I've asked GPT for that.

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I've been like so what advancements do you think you're going to get?

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And it always just says the same thing oh, I'll be more conversational, I'll be more human sounding, which I feel like with the right prompting now you can get it to sound pretty human.

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So I'm very curious as to how it's going to look, and the voice capabilities are very impressive.

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I truly can't.

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If it gets any more it's, in my opinion, if it gets any more human, it's going to pass the Turing test Like it's just I don't know.

00:18:14.480 --> 00:18:17.925
I know Sam Altman also said that they're headed towards AGI.

00:18:17.925 --> 00:18:21.671
That's the end goal, but they need higher computer power to do that.

00:18:21.855 --> 00:18:22.776
My biggest thing is.

00:18:22.776 --> 00:18:35.526
I think the biggest question is going to be what's real and what's not real across text, pictures, video, audio.

00:18:35.526 --> 00:18:40.750
I think that we may have trouble deciding what's real and what's not real.

00:18:40.750 --> 00:18:42.853
Do you think that we're headed in that direction?

00:18:59.295 --> 00:18:59.576
continue to be.

00:18:59.576 --> 00:19:01.905
When I scroll on social media now, I would say about 25% of the content is clearly AI generated.

00:19:01.905 --> 00:19:05.738
Sometimes they label it as such, but most of the time they don't, and that's just going to continue to grow.

00:19:05.738 --> 00:19:18.029
So, yeah, I even like sometimes it's very and there's like a whole thing on X where it's people joking about oh, AI tricked my boomer parents or my grandma or things like this and they're joking about.

00:19:18.029 --> 00:19:19.675
But then I scroll on Instagram.

00:19:19.675 --> 00:19:21.361
I'm like I truly can't tell.

00:19:21.361 --> 00:19:24.268
Is this just Photoshopped or was it AI generated?

00:19:24.268 --> 00:19:30.400
It's a little tough to tell already and I'm somebody who I think I'm pretty savvy on what it looks like, but you really can't tell sometimes.

00:19:30.400 --> 00:19:35.359
So it's just going to continue to get the hands given away at this point, but even that's getting way better.

00:19:35.359 --> 00:19:38.386
So, yeah, yeah, it's Sora also.

00:19:38.386 --> 00:19:39.368
Oh, my God, there's so much.

00:19:39.368 --> 00:19:43.236
It's just it's going to be wild With like images.

00:19:43.476 --> 00:20:00.432
The reality is that, even though it hasn't been AI, the way that people have taken professional images over the years, is it really them when they basically use a lot of makeup, have a professional photographer?

00:20:00.432 --> 00:20:11.826
The professional photographer edited the photos for the best possible photo out of 300 and changes it Is that it's not AI, but it's a similar thing, right?

00:20:12.174 --> 00:20:13.460
Yeah, it's hype reality.

00:20:13.681 --> 00:20:24.147
exactly Some of the things that I do from a marketing perspective that are really great is edit the prompts you put in to refine the results.

00:20:24.147 --> 00:20:26.694
That gets me a lot of the best results.

00:20:26.694 --> 00:20:27.917
Instead of entering in new ones.

00:20:27.917 --> 00:20:30.806
Just keep editing it and making it more clear.

00:20:30.806 --> 00:20:35.405
That way, the model gives you the best answers.

00:20:35.405 --> 00:20:38.333
All gives you the best answers.

00:20:43.974 --> 00:20:46.674
Another thing that I do that gives it a plus one better result is I'm nice to chat GPT and I tell it this is a very important task.

00:20:46.674 --> 00:20:48.301
My job depends on it.

00:20:48.301 --> 00:20:57.022
I know that you can do it and it actually being like kind to it gives it a plus one, which is like being negative, gives it like a negative one is my understanding.

00:20:57.022 --> 00:21:00.201
So I think like small things like that can make a difference.

00:21:00.201 --> 00:21:07.961
I also like to have the right structure where I tell it you are a social media marketing expert.

00:21:07.961 --> 00:21:20.275
I want you to help me do xyz and when you're really clear and telling it the role you want it to take, it really gives you much better results.

00:21:20.434 --> 00:21:37.848
So a lot of the marketing projects I do, I might have to issue it I don't know 20 or 50 prompts to get the outputs I want, and a lot of times I even optimize it by saying give me five options or do this five different ways.

00:21:37.848 --> 00:21:40.219
Give this message to me in five different styles.

00:21:40.219 --> 00:21:43.971
And having it give you options is a great way.

00:21:43.971 --> 00:21:46.837
Like it's actually really good at taglines for marketing.

00:21:46.837 --> 00:22:04.104
Give me 10 possible taglines for this company and it's actually does some pretty sophisticated good taglines or campaign slogans and I'm like wow, this is like really helpful from a brainstorming perspective.

00:22:04.144 --> 00:22:12.778
I can't tell you how many hours I spent over the years like coming up with subject lines for emails and debating those people and how hard it is just to do that from scratch.

00:22:12.778 --> 00:22:14.384
So this is where the rubber meets.

00:22:14.384 --> 00:22:14.944
The road is.

00:22:14.944 --> 00:22:20.105
I think there's a lot of use cases in marketing, because marketing you have an agency around writing and SEO.

00:22:20.105 --> 00:22:26.805
I think you would agree a lot of marketing is writing, and so I think that it can be super helpful when leveraged the right way.

00:22:26.805 --> 00:22:27.955
Is that the right way to think about it?

00:22:28.537 --> 00:22:28.978
Absolutely.

00:22:28.978 --> 00:22:30.501
I definitely think so.

00:22:30.501 --> 00:22:31.664
It's definitely a tool.

00:22:31.664 --> 00:22:32.647
It's a helpful tool.

00:22:32.647 --> 00:22:35.799
It's yeah, I think that's the right way to look at it.

00:22:35.799 --> 00:22:39.626
So when I first came out, I was afraid like, oh my gosh, I'm going to lose all my clients.

00:22:39.626 --> 00:22:43.695
They're all going to use it, but it does.

00:22:43.695 --> 00:22:44.838
You still have to have that marketing knowledge.

00:22:44.838 --> 00:22:47.807
You need to know what's going to work, because it will give you those subject lines.

00:22:47.807 --> 00:22:51.619
It will give you as many subject lines as you want, but you have to choose which one's the best ones.

00:22:51.759 --> 00:22:53.962
My final thought is a lot of times the AI gets it.

00:22:53.962 --> 00:22:59.730
It like 60 or 70% of the way there, which is super helpful instead of having to start from scratch.

00:22:59.730 --> 00:23:09.978
But the last 30, 40% is really critical for us to add.

00:23:09.978 --> 00:23:10.740
So we'll see if that gets better.

00:23:10.740 --> 00:23:13.928
And GPT-5, 6, 7, 8, we'll see or other models outside of OpenAI.

00:23:13.928 --> 00:23:16.498
It'll be interesting to see who wins that bake-off.

00:23:16.498 --> 00:23:21.548
Any final thoughts on our chat today about AI or otherwise?

00:23:23.115 --> 00:23:27.586
I think that not being afraid is probably the best way I would put it.

00:23:27.586 --> 00:23:30.984
I know when social media first came out, I was a little bit afraid of it.

00:23:30.984 --> 00:23:32.159
I was intimidated by it.

00:23:32.159 --> 00:23:36.463
There was so much to learn and I feel like I see a lot of people like that today with AI.

00:23:36.463 --> 00:23:42.587
Even people in the industry a lot of people in marketing are have embraced it, but there are still people who haven't.

00:23:42.587 --> 00:23:59.529
And I just think having that knowledge that hey, it's not going anywhere, the sooner you start learning it or learning more about it and facing that fear, the better, because it's there are a lot of great use cases for it and I do think that they outweigh a lot of the negatives which we haven't fully fleshed out, the negatives yet.

00:23:59.529 --> 00:24:08.898
As time goes on, I'm sure we'll see more of that, but for right now, explore the positive aspects of it and see how it can help you in your work.

00:24:08.919 --> 00:24:09.980
Awesome, I think that's great advice.

00:24:09.980 --> 00:24:13.587
And you had an offer for listeners you wanted to share, right?

00:24:13.587 --> 00:24:31.598
Yeah, we're offering 10% off services at Dr Rissi's.

00:24:31.598 --> 00:24:38.065
We do social media marketing so, like what I was saying before, the organic social media is our biggest what she can do there.

00:24:38.065 --> 00:24:43.351
So thank you very much for being with us today, sharing your story and these insights.

00:24:43.351 --> 00:24:44.351
We appreciate it.

00:24:44.351 --> 00:24:48.895
Encourage everyone to share this episode with your friends and thanks for being with us today.

00:24:48.895 --> 00:24:49.557
We appreciate it.