Jon Frederick is the Director of Social Media at Nickelodeon, so basically he has the best job ever! Jon and his team manage over 100+ social media accounts for Nickelodeon, all backed by millions of followers. They are responsible for editorial, fan engagement and programming strategies for all of the channels. Jon will be speaking on a virtual panel at the SMSS session “Creating Meaningful Social Media Relationships through Content,” where the panelists will be discussing best practices and case studies on topics related to relationship building and brand trust and loyalty.
Jon was kind enough to answer some questions we had about relationship building through social media and his experiences at Nickelodeon.
At the Chicago Social Media Strategies Summit, you’ll be sitting on a panel about creating meaningful social media relationships. I can imagine that there are a wide variety of audiences that your brand speaks to, from parents to nostalgia lovers to kids themselves. How do you differentiate these audiences when creating content with a relationship-building focus?
“Relationship building” as a goal can feel a little overwhelming when more specific metrics aren’t nailed down. How would you describe a brand or social media account that has successfully mastered their relationship-building practice?
Can you run me through an average day at Nickelodeon?
You’ve been part of multiple platform launches, like Instagram and TikTok. How do you prove to your stakeholders that being an early adopter of new platforms is right for your team?
Nickelodeon’s parent company has recently undergone a giant and highly visible merger. Can you share any advice for marketers to stay focused and true to your strategies while facing a lot of change and unknowns in the workplace (and potentially with leadership)?
In your SMSS bio, it says that your team manages over 100+ social media accounts. Do you use any MUST-HAVE tools to help you keep everything organized?
What other departments do you work with on a regular basis, and how do you incorporate everyone’s goals into your strategies?
It’s more like what departments aren’t we working with? We’re always looking at the overall company objective: to help Nickelodeon draw in new fans and maintain current ones. It’s a goal that every department is working towards in one way or another. We work with almost every department to ensure that their portion of that goal is being supported through Nickelodeon’s social media accounts — from upcoming premieres and consumer products to pro-social issues and partner marketing, we’re constantly helping to deepen that fan experience.