How Marvel Taps Into the Multigenerational Multiverse on Social

How does Marvel connect with fans of all ages, hailing from every corner of the world, and speak to them in a way that truly resonates? Join us on this episode of Social Pros as we delve into Marvel’s incredible social strategy with their Executive Director of Social Media, Adri Cowan.  

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: 

• Salesforce Marketing Cloud 

• ICUC 

Full Episode Details  

Marvel is a global phenomenon that transcends generations, so how do their social media team create a unified strategy that speaks to their vastly diverse audience? 

On this episode of Social Pros, we are joined by Adri Cowan, Executive Director of Social Media at Marvel and The Walt Disney Company. 

Adri shares an overview of her role, how she taps into fandom and loyalty and how her and her team keep their strategy unified yet adaptable. 

Plus, she shares the ways in which user-generated content plays a part in her work, her measures for success and how she tackles burnout within her team. 

In This Episode: 

• 3:15 – What Adri’s role at Marvel involves  

• 5:03 – How Adri became part of the Marvel team 

• 7:31 – How Marvel adjusts its social strategies across the Marvel universe 

• 9:52 – Building a unified social media strategy 

• 12:23 – Strategies for building loyalty in the fan base  

• 14:12 – How Marvel harnesses user-generated content  

• 16:41 – How Adri helps her team tap into trending content  

• 19:29 – Celebrating and measuring successes at Marvel  

• 23:02 – The challenges of managing a fast-moving team without suffering burnout  

• 25:41 – Adri’s top places for seeking inspiration 

• 27:05 – The Marvel character Adri thinks would have the best social media presence in real life  

• 29:14 – The final two questions and Adri’s tip for social pros 

Resources 

• Schedule a consultation with ICUC 

• Grab your free Social Media Audit Bundle 

• Find out more about Content Marketing World 

• Connect with Adri on LinkedIn 

• Follow Adri on Twitter/X 

• Follow Adri on Instagram 

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