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Hello and thanks for dropping by! I’m a generative AI workshop leader and trainer, a…
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Social Media Marketing: Strategy and Optimization56m
Social Media Marketing: Strategy and Optimization
By: Martin Waxman
Articles by Martin
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Martin Waxman, MCM, APR shared thisWhat if the most important title in communications isn’t PR pro or marketing strategist, but visibility engineer? The person who builds relationships between organizations, their customers and LLMs. How can you make the shift? Join Deirdre Breakenridge and Martin Waxman on Friday, March 27 at 1:00 p.m. ET for a high-energy conversation with the one and only Gini Dietrich about why communicators are perfectly positioned to become the visibility engineers of the AI era. As AI dominates who gets seen and who gets skipped, brands need more than standout content, they need systems that make them visible, credible and cited. The PESO Model© isn’t just a planning framework anymore. It’s a full marketing operating system, built to integrate AI, align your team and build authority that moves the needle. Gini Dietrich is the founder and author of Spin Sucks the book and blog, podcaster, community builder, baker, agency owner and creator of the PESO Model© and PESO Model Certification 2.0. On our next show, Gini will connect the dots between visibility engineering, AEO (answer engine optimization) and the PESO Model©. And she’ll show you how to run the PESO Model as an operating system that gets your brand both mentioned and trusted. About the DM Show Hosted by comms strategists and LinkedIn Learning instructors, Deirdre Breakenridge and Martin Waxman, The DM show is a monthly chat on all things digital, social and PR. Why DM? Well, we chose the name for a few reasons. First, it's all about digital marketing, what's working and how to adapt. Second, on social, a DM is a direct message, and we'd like the tone of the conversation to feel as candid and open as that. And finally, it's the initials to our two names.
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Martin Waxman, MCM, APR shared thisWant to learn how to apply Gini Dietrich's PESO Model as an operating system that will change the way you approach marketing and PR? Got 30 minutes? Join Deirdre Breakenridge and me at 1:00 pm ET today for a fast-paced chat with Gini about how to make your brand more visible to AI. See you there!!
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Martin Waxman, MCM, APR shared thisSo today, I synced Claude's mobile dispatch to my desktop app. Now, I can give Claude instructions from my phone and it does the work on my computer even if I'm not in front of it. I also gave Claude access to a few folders and files and tested what it can do on some low-risk tasks. This included looking at what's coming up on my calendar, reminding me what we covered a couple of weeks back in class and finding a file associated with a meeting. And while I had to approve access a number of times and the system was a bit slow ... it did what I asked. I can see the potential for research, updating slide decks or documents and can only imagine the number of other projects I'll be able to do. The only downside is I used up so much compute, I may need to upgrade to the Max plan 😀. Here's an overview of what it does: https://lnkd.in/eG65Bz2r
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Martin Waxman, MCM, APR shared thisAs AI systems get better, what's one thing we must keep in the human realm? Natalie Monbiot makes a great case for judgement. Definitely worth a read! https://lnkd.in/eyABpggJ
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Martin Waxman, MCM, APR shared thisEver wondered what comes after gen AI? It could be world models, systems that grasp how objects interact in space and time. Read on for more ⬇️
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Martin Waxman, MCM, APR shared thisHow can your organization get more out of AI tools? You need to take a more strategic approach to your goals, policies, workflow and training. Thank you, Future of Marketing Institute, for sharing the interview I did with Mariarita Loprete.Martin Waxman, MCM, APR shared thisIs your marketing team becoming more strategic, or just more efficient? We are moving at an “avalanche" pace. In less than a decade, AI has shifted from a novelty to the very infrastructure of how we operate. But, as we move from simple AI support to autonomous AI agents, a critical gap is on the horizon. FMI Associate Director Schulich School of Business adjunct professor, Martin Waxman, MCM, APR, shared a perspective that every leader needs to hear during his interview with Mariarita Loprete for Marketing News Canada. "AI can assist. It should not replace judgment." Key takeaways from Martin’s insights: 🧠 The Training Gap: Many organizations are handing teams powerful tools without structured guidance. And, without foundational training, AI becomes a shortcut rather than a strategic multiplier. ⚖️ Efficiency vs. Authenticity: While AI can scale content, it cannot interpret culture, sit with ambiguity, or build trust on its own. 🛠️ The Hybrid Framework: Start with the goal. Divide tasks into creative, functional, and hybrid elements. Decide what to delegate and what requires a human touch. In a culture obsessed with speed, Martin reminds us that slowing down to reflect and apply human discernment may be the most strategic move of all. How is your team balancing the rise of AI agents with the need for human authenticity? Read the full interview here: https://lnkd.in/e2wGTpWJ #MarketingStrategy #AIAgents #DigitalMarketing #HumanCenteredMarketing #FutureOfMarketing
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Martin Waxman, MCM, APR shared thisA former McMaster University Master of Communications Management student of mine, John Papamarko, is researching how generative AI affects communication and relationships for his capstone or thesis. He's asking you to complete this anonymous survey on the various ways you use AI. It takes just over 10 minutes and really makes you reflect on how you use the tools. I also happen to be John's second reader. Thanks!Martin Waxman, MCM, APR shared thisAre you a user of generative AI at work or in your personal life? I am a McMaster University Master of Communications Management candidate at McMaster University in Hamilton, Ontario, Canada, and I am conducting a survey to investigate how generative AI impacts personal and professional communication relationships. Help me out by taking 10 minutes to complete this questionnaire. This research is for my final capstone project under the supervision of Terence (Terry) Flynn, Ph.D., APR, FCPRS of McMaster’s Department of Communication Studies and Media Arts. I will share the results when they’re ready, with the hope that they can help us all better understand the impact of generative AI adoption in our daily lives. Please feel free to share with your networks as well! You can access the survey, hosted by Lime Survey, by clicking on the following external link. https://lnkd.in/gB2fu8ti You will be presented with a letter of information followed by a consent button before the survey begins. Participation is restricted to those above the age of 18 and is entirely voluntary. There are no consequences for choosing not to participate. The study is anonymous, but it includes some demographic questions, such as age, gender identity, and country of origin. This study has been reviewed by and received ethics clearance from the McMaster Research Ethics Board (#8139).
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Martin Waxman, MCM, APR shared thisAs marketers and communicators (and pretty much everyone else) become more familiar with Gen AI, AI researchers are focusing on something new. World models are AI systems that grasp causality and go beyond predicting the next word (or token). They simulate how objects might behave in the physical world. Check out Future of Marketing Institute's post to learn more! Thanks to our friends at Gordie and Noah Godfrey for helping us bring the podcast to life. And thanks to David Pullara for making the initial intro!Martin Waxman, MCM, APR shared thisBeyond Generative AI: The Rise of “World Models” Gen AI predicts text and patterns. But the next AI wave might understand the world. In this special podcast episode, Future of Marketing Institute Associate Director Martin Waxman, MCM, APR explores world models; AI systems designed to simulate the physical world. Instead of just predicting text or images, world models aims to: • Understand causality and spatial relationships • Simulate 3D environments and object interactions • Predict real-world outcomes before they happen Researchers such as Yann LeCun, Fei-Fei Li, and teams at Google DeepMind are actively advancing this tech. If AI can simulate real-life environments, brands could create entirely new out of the world experiences for customers. Imagine: • Interactive product exploration in simulated spaces • Hyper-realistic AR shopping • Context-aware advertising embedded in physical environments • Digital brand worlds where customers interact dynamically in real-time World models have the potential to bridge physical reality and digital intelligence, opening a new frontier for brand experiences. 🎧 Learn more about world models: https://lnkd.in/eEmcBnnW This podcast was produced in partnership with Gordie. Gordie’s AI interviewer helps people turn ideas into high-quality video clips and podcasts. Visit: https://gordie.co
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Martin Waxman, MCM, APR shared thisYou've heard the expression AI slop that refers to dull, mediocre, AI text and visuals. A new website turns AI slop on its head. The site, YourAISlopBoresMe, lets humans pretend to be AI when they respond to random questions from other people: https://lnkd.in/e4mK3VHK It's a fun reversal on the way we usually use chatbots. Humans get to role play being the AI. And some of the responses are hilarious. Visual: Gemini's response to 'give me a visual depicting AI slop'.
Martin Waxman, MCM, APR replied to a comment
13h
Thank you for the kind words, Rikon Chandra. And if you have any questions, let me know.
Martin Waxman, MCM, APR replied to a comment
17h
Johnny Balderamos That’s great to hear. All the best with your learning. Keep me posted on how things go.
Martin Waxman, MCM, APR replied to a comment
18h
Thanks, Raymond Guinta! I always appreciate your support - and comments! See you next time!
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Martin Waxman, MCM, APR liked thisMartin Waxman, MCM, APR liked thisWhat if marketing isn’t changing… just repeating? Soap operas were once created by brands like P&G as a form of product-led storytelling. Now we are seeing a similar playbook return through microdramas in China and North America. Microdramas are short, serialized brand led stories designed to capture attention quickly while weaving products naturally into entertainment. Different format, same idea. Story first. Brand is built into the narrative. And it is happening beyond entertainment, too. Brand ambassadors are becoming AI influencers. Product placement is becoming hyper-targeted and algorithmic. Catalogue-style personalization is reappearing as AI-curated storefronts. What looks new is often an old idea rebuilt for new behaviour, new platforms, and new technology. Maybe that's the real shift. The future of marketing isn't always about creating something entirely new. Sometimes, it's about reinventing what has already worked. As Kotler said, “Marketing is the art of creating genuine customer value.” So what’s next? What other idea from the past is about to be reimagined for modern marketing? Sources: https://lnkd.in/eRbDUsc3 https://lnkd.in/ev9tfs28
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Martin Waxman, MCM, APR liked thisMartin Waxman, MCM, APR liked thisThree years ago yesterday, to the day, my best friend died. Samantha was hit by a car while walking home, the night before she and her husband planned to fly to my wedding. Her bags were already packed. 21 years ago, Emmanuel Weeks Jr. - who was like a brother to me - was shot and killed on his doorstep in a drive by. He was 18. Allison, the woman I married three years ago tomorrow, has not only had my back through life’s ups (like publishing a book), but also its downs. These three people have always been rooted in my corner. I remember late nights in DC just sitting on Sam’s couch talking about the future. She would physically hit me anytime she ever felt I was underselling myself. Allison and I held a private tribute to Sam at our wedding. She should have been there. And I can’t help but to think now how she should be here. She would be so proud. I dedicated my book to these three people, two lost far too soon. I didn’t feel so emotional when I wrote the dedication, but I can’t stop wiping the tears this morning as I write this post. People often ask me what gave me the confidence to write a book. The real answer: the people in my life who believed I could. Junior and Sam may never be able to read it (I don’t think Amazon delivers to Heaven yet), but I wasn’t going to let them down. Faster. Messier. Tougher. goes live in one week. My heart is running over.
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Martin Waxman, MCM, APR reacted on thisMcMaster University Master of Communications Management
McMaster University Master of Communications Management
Martin Waxman, MCM, APR reacted on thisKara Euale, an MCM Candidate and Manager in the Office of the Chief Administrative Officer for the Town of Cobourg, discusses the evolving role of communications professionals at the executive table. In her latest article, "A Communicator in the C-Suite," she explores the strategic value of integrating a communications perspective into senior leadership decisions and organizational direction. Read Kara’s insights here: https://lnkd.in/emkRn-Cu
Experience & Education
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Future of Marketing Institute
View Martin’s full experience
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Volunteer Experience
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Member of the IPR Digital Media Research Center
Institute for Public Relations
- Present 4 years 3 months
Education
The IPR Digital Media Research Center (DMRC) is a comprehensive resource for research and best practices in digital and social media. In addition to conducting signature research, the DMRC has a continuously growing database of overviews for published academic and professional research that provide insight into how digital media are impacting public relations.
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Ragan Center for AI Strategy Advisory Panel
Ragan Communications and PR Daily
- Present 10 months
Education
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Honors & Awards
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CPRS Thought Leader Award
Canadian Public Relations Society
'Recognizes an accredited Canadian public relations practitioner who has elevated the
public relations/communication management profession through a long-term body of work. The
recipient will have made significant contributions to the national and international discourse on public
relations/communication management practices and trends.' -
Canadian Public Relations Society Outstanding Achievement Award
Canadian Public Relations Society
"The Outstanding Achievement Award celebrates a single, major contribution made by a CPRS member, which has resulted in the betterment of the Society through the enhancement of its image in the eyes of practitioners and the world-at-large."
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Best Master's Thesis of the Year Award
Institute for Public Relations
My McMaster-Syracuse MCM capstone, "My BFF is a Chatbot: Examining the Nature of Artificial Relationships and the Role They Play in Communications and Trust", looked at human AI agent relationships and how they could shape the way we interact in the future.
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Lois Marsh Award for Leadership
Canadian Public Relations Society Toronto
Organizations
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PRSA Counselors Academy
Past-Chair
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SXSWi Advisory Board
Member
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Canadian Public Relations Society Toronto
President
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