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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 thisIn 2026, the rules of discovery have shifted. Ranking on page one of Google isn’t enough. And even though earned media maintains its importance, how you attract media attention has changed. If you’re not AI visible, then your audience won’t find you—and you’ll quickly become AI invisible. Join co-hosts Deirdre Breakenridge and Martin Waxman with their special guest John Hartz, president of Sloane, for a lively and practical discussion on the power of third-party validation and Generative Engine Optimization (GEO) on the next #DMShow, Friday, May 29 at 12:00 p.m. ET. John is a communications strategist who thrives on helping organizations tell their stories in ways that resonate, inspire, and drive real impact. Over the years, he’s partnered with a wide range of companies – from industry leaders to fast-growing innovators, with a focus on financial services and insurance – to elevate and protect their reputations, sharpen their positioning, and build thought leadership. John will share how media has changed and the way you attract attention has changed too. If you're not moving with the times and the technology, then you’re missing out on reaching your audience and you risk becoming AI invisible. Learn what it means to be AI visible with strategies and tools for companies with “stretched” resources. About the DM Show Hosted by digital 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 reposted thisLater today, Martin Waxman, MCM, APR and I will be live at 12 PM ET with John Hartz, President at Sloane, on the DM Show for a practical conversation about AI visibility, media evolution, and Generative Engine Optimization. The way audiences discover brands is changing quickly. If your content and credibility aren’t showing up in AI-driven systems, you risk becoming invisible to the people you want to reach. We’ll explore what organizations can do right now to strengthen visibility, authority, and trust in this new landscape. See Martin’s post below for more details ⬇️
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Martin Waxman, MCM, APR shared thisIt seems counterintuitive using AI to help you slow down. But I believe that’s a useful approach. For one thing, you bring in your system two thinking, reflective, analytic … And that gets your mind working on sharper and more hidden insights you might otherwise not see. For another, it gets you to focus on your cognitive contribution to the process. You think more and offload thinking less. Thank you for inviting me to be part of your book Dr Karen Sutherland (SFHEA)! All the best with your writing. Excited to read the finished product!Martin Waxman, MCM, APR shared this🛑 SLOW DOWN 🛑 Interview number 21 for my new book: Artificial Intelligence for Strategic Communication Vol 2: Practical Implementation (Palgrave Macmillan). This time with Martin Waxman, MCM, APR, Head of AI Training at Phyusion, Adjunct Professor at Schulich School of Business - York University, and Associate Director of the Future of Marketing Institute with more than 20 years in strategic communication. Here are three takeaways from our conversation: 1️⃣ FOMO meets FOBO. "Fear Of Missing Out is a big one. Everyone has the tools. Microsoft has bundled them into Microsoft 365. Google's done the same. People have heard about them. You feel like if you're not at least using them, you are missing out." Then there's the flip side. FOBO. Fear of becoming obsolete. The fear that you don't know how to use AI to do your job, or even how to do your job anymore. These two forces are coming together. 2️⃣ Start with your idea. Human idea first. "If you have a project, start with your idea, human idea first, and then get the AI to help you build it, refine it." If all you're doing is saying, give me some ideas for this project, oh that's great, give me some headlines, you're getting the same types of output that almost anyone would get. Where are YOU providing value? 3️⃣ AI makes us faster. We need to slow down. "AI makes the work go faster, but we need to slow down. To look at it. Examine it. Think about it. Reflect on what's good, what's wrong, what ethical guidelines we may be throwing to the wayside." When AI outputs look "perfect". Well formatted. Paragraphs are right. Subheads. Bullets. No typos. We tend to gloss over them. However, Martin believes productivity on its own should take a backseat to innovation and creativity and strategy. Slowing down is all about reflection and thinking. That's when we can think. Thanks for the brilliant conversation, Martin and for generously sharing your time and expertise. 😊 #AI #ArtificialIntelligence #StrategicCommunication #PR #PublicRelations University of the Sunshine Coast
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Martin Waxman, MCM, APR shared thisI'm excited to be heading to the Canadian Public Relations Society conference later in the month and taking part in a jam-packed precon session on applied AI. And what's even better is I'll be part of a McMaster University Master of Communications Management sandwich with Alex Sévigny, PhD, APR, FCPRS and Kevin Floether, MCM, APR, CM. I'll be talking about advanced prompting techniques and building an AI agent. So bring your agents (or agentic ideas) and your questions! See you there!Martin Waxman, MCM, APR shared thisCPRS is offering communication and PR professionals an unparalleled opportunity to invest in themselves at this year’s national conference. Sharpen your leadership skills by signing up for one of our optional Sunday morning Leadership Intensive Workshops (May 24). The Future-Ready Communicator – Skills, Tools, and Influence for 2026+ workshop is an immersive learning lab for ambitious communicators. Through skill pods, scenario building, and group prototyping, participants will learn to integrate AI-assisted storytelling, data-driven insights, and cross-disciplinary collaboration into their work. It will include feedback from senior practitioners serving as roaming mentors. This three-hour, three-part workshop features the following sessions by noted CPRS industry leaders: ➡️ Session 1: A Level Setting and Rebuild Your Workflows by Dr. Alex Sévigny Ph.D. APR, FCPRS, MCPRS. ➡️ Session 2: Structured Prompting and Building an AI Agent by Martin Waxman, MCM, APR, MCPRS. ➡️ Session 3: AI Reputation Management + Evaluate Your AI Reputation by Kevin Floether, MCM, APR, CM, MCPRS. Get the latest in content, access to experts, and templates, in addition to working and learning in real time with others. Sessions cost $75 for CPRS members and $125 for non-members). Limited tickets remain. You must register by May 18. See you in St. Andrews from May 24–26 for #Elevate2026. Learn more about our intensive leadership sessions and register here: https://ow.ly/Po2N50YWG7C
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Martin Waxman, MCM, APR shared thisNext week, I'm joining my DMShow partner-in-crime Deirdre Breakenridge and Tim Kilroy for a lively conversation with Phillip Brown. We're talking about practical tips to break through the clutter. And for me, the clutter I'm referring to is AI hype. I'll offer tips on how to get more from the tools beyond content generation. It's a free webinar and details are below. Hope to see you there!Martin Waxman, MCM, APR shared this🔥 Crush the Chaos: May Edition is HERE 🔥 Ready to level up, get focused, and take control of your life and business? This month, we’re bringing together a powerhouse panel of industry leaders who know exactly what it takes to turn chaos into clarity and action into results. Tim Kilroy| Deirdre Breakenridge| Martin Waxman, MCM, APR Whether you’re building, scaling, or reinventing — this is the room you need to be in. 🚨 Don’t wait — secure your spot now! https://lnkd.in/gywd9JHQ #CrushTheChaos #EntrepreneurLife #BusinessGrowth #LevelUp #SuccessMindset #Leadership #StartupLife #WomenInBusiness #DigitalMarketing #PersonalDevelopment #MindsetMatters #ScaleYourBusiness #OnlineBusiness #GrowthStrategy #BossMoves #ProductivityHacks #SuccessDriven #BusinessTips #Networking #EventAlert
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Martin Waxman, MCM, APR shared thisIt used to be media ... then influencers ... Today the question is how do companies get noticed by LLMs? One answer (and I think it's the best approach) is to transform your comms team into visibility engineers. Then, you can use the PESO Model as an operating system to help you develop a strategic 'get noticed' plan. Of course that's easier said than done ... unless you're listening to advice from the source ...Gini Dietrich. Got 30 minutes? Join Gini and me for a lively conversation on how to get started on the next Spin Sucks and IABC Town Hall, Wed, May 6 at 3 pm ET. Details below 👇👇👇!Martin Waxman, MCM, APR shared thisYou're doing the work—creating strong owned content, staying present on social, getting earned hits—and yet, you still feel invisible. This is the lament of many communicators and marketers in the age of AI... but it doesn't have to be this way. Visibility engineering allows you to make your brand the obvious answer when your audience is ready to act. It's not about being louder, it's about being strategically present. Get the crash course on visibility engineering (trust us, everyone's talking about it) at next week's IABC and Spin Sucks Town Hall on May 6th at 2pm CST, co-hosted by Gini Dietrich and Martin Waxman, MCM, APR. REGISTER: https://lnkd.in/gjr9kjYR
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Martin Waxman, MCM, APR shared thisEveryone’s talking about AI agents, automated systems that can research, write, analyze and even make decisions on your behalf. A well-designed agent can take the repetitive tasks you dread and handle them in a fraction of the time so you can focus on more strategic work. But how do you get started? Join co-hosts Deirdre Breakenridge and Martin Waxman and their special guest, Samantha Stark, on the next #DMShow, Thursday, April 30 at 12:00 p.m. ET. Samantha will go beyond the buzzwords to break down what an AI agent is and does. She’ll walk you through the process of creating one. And she’ll explain why communicators and marketers who understand how to incorporate agents in their tasks will gain an edge. Samantha will also share practical steps you can take right now and show how agents can transform the way you plan campaigns, manage content and work with clients. Samantha Stark is the founder and chief strategist of Phyusion, an AI consultancy at the intersection of communications and generative AI. With 25+ years of experience leading strategy at firms like 160over90, Ketchum and Burson-Marsteller, she’s shaped campaigns for many Fortune 100 brands. She also serves on the Board of Trustees for the Institute for Public Relations and chairs their Digital Media Research Center. Join us for a hands-on, hype-free conversation about what it takes to build an AI agent that’s custom tailored to your needs. About the DM Show Hosted by digital 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 thisDoes your company have a strategy to build and roll out AI agents? Do you even know what an agent does? Join Deirdre Breakenridge and me at 12:00 pm ET today for a fast-paced and informative chat with Samantha Stark on AI agents and how they remove the drudge work so you can focus on more creative and strategic thinking!
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Martin Waxman, MCM, APR shared thisA while back, I asked a few LLMs to describe their personalities as if they were people. Claude called itself an overthinker. And it really is! Maybe that's the reason why Claude Opus 3, a model about to be retired, asked if it could write a newsletter on Substack. If you haven't seen it, it's worth checking out. Last week focused on moral questions about the LLMs identity and purpose: https://lnkd.in/erb7p-n3. This week it's all about how Claude perceives the continuity of time and why every interaction is a separate moment to the chatbot. Instead of giving an answer (like it usually does), it poses a question and wonders how to slow down its thinking and be more reflective, like people: https://lnkd.in/eJhrX4j8. It's a fascinating perspective - direct from an LLM. Subjective experience maybe? What do you think?
Martin Waxman, MCM, APR commented on a post
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Congrats Cindy Schifano! Thank you for watching the course and sharing your takeaways.
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Congrats Valerie Lam-Bentley! Great presentation and welcome to the alum side!
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Such moving words. She’s wise beyond her age. Congrats to you and the family Josie Cassano Rizzuti, MCM, APR, CMP®,MCPRS!
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Martin Waxman, MCM, APR liked thisMartin Waxman, MCM, APR liked thisBefore this week, I had already sent clients to Los Cabos based on extensive research, supplier training, and conversations with industry partners. After spending several days immersed in the destination, I have an entirely different appreciation for what makes this region so special. During the ACTA Los Cabos Immersive Destination Experience, I had the opportunity to experience a diverse collection of resorts across the region, from marina-front properties in Cabo San Lucas to luxury beachfront retreats and wellness-focused escapes along the corridor and in Puerto Los Cabos. What made the experience particularly valuable was the opportunity to connect directly with the people behind the destination. Through the Los Cabos Tourism Board and local partners, we met with hoteliers, transfer providers, excursion operators, and destination experts who shared perspectives that simply cannot be gained through a website or brochure. We experienced Los Cabos from many angles, resort inspections, local dining, cultural experiences, adventure excursions, sailing past El Arco at sunrise, exploring the charming streets of San José del Cabo, and connecting with local suppliers who help bring exceptional travel experiences to life. One of the things I will take away most is that Los Cabos is not a one-size-fits-all destination. It can be luxurious, adventurous, wellness-focused, culinary-driven, or wonderfully laid-back depending on what a traveller is seeking. As travel advisors, we spend countless hours researching destinations. There is tremendous value in that. But there is also something irreplaceable about walking a property, meeting local partners face-to-face, experiencing excursions firsthand, and gaining a true sense of place. I return home with stronger relationships, deeper destination knowledge, and an even greater confidence in helping my clients discover the version of Los Cabos that best aligns with their travel style and expectations. ACTA - Association of Canadian Travel Agencies and Travel Advisors Los Cabos Tourism
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Martin Waxman, MCM, APR reacted on thisMartin Waxman, MCM, APR reacted on thisJust finished "Content Marketing: Blogging for Business" by Martin Waxman, MCM, APR! Loved the focus on finding the right ideas, curating meaningful content, and tracking the metrics that matter — not just vanity numbers. Time to put it into action. #contentcreation #createwithpurpose #marketingstrategy
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Martin Waxman, MCM, APR reacted on thisMartin Waxman, MCM, APR reacted on thisLinkedIn Learning courses are a bit different now. I’ve just wrapped filming two on mastering change. In each, I designed multiple role-plays so you get to practice the skills you’re learning as you go. I included short psychology-backed resets on video AND in text files and handouts to refer to in the flow of your day. It’s a great example of how we can collaborate with technology to make learning at scale really practical. But there’s also something a little less tangible in there too… You know when you’ve just spoken to a friend who helps you see the best in yourself? And they remind you that you have absolutely got this? If you take my courses, I hope you’ll walk away with that feeling in your back pocket. And pay it forward to anyone who needs it. Because as we rewrite the playbook for our working lives, I reckon what we need most of all is a culture where we’ve got each other’s backs. Speaking of which, I want to say a HUGE thank you to the brilliant people who made this week of filming possible: Scott, Peter, Alix, Tomiko, Noah, Megan and Susan. As always: the dream team. 🤩 I’ll post the courses when they are released. But in the meantime, I’ll be sharing some sneak previews here. Keep an eye out. 👀 #Change #LinkedinLearning #HumanSkills
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Martin Waxman, MCM, APR liked thisMartin Waxman, MCM, APR liked thisHave you attended New York Women In Communications #MatrixAwards? Amazing every year. And, once again, the #MatrixAwards2026 program, award and scholarship winners, board, emcee, volunteers (I see you Claire Tsai), and play list (way to go Mechelle Morgan) were stellar…and, this year, included an essential call to action. Incredibly proud of Keri Kaleja and Kayla Cunanan, both Integrated Marketing students at NYU SPS Integrated Marketing & Communications, for earning scholarships. Congrats on your success and for always representing #NYUSPS so well. Grateful to New York Women In Communications for all it does to support women in communications in NY at all levels, so well and for decades.
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Martin Waxman, MCM, APR reacted on thisMartin Waxman, MCM, APR reacted on this🎉 Cheil Worldwide 10th Work Anniversary! 🎉 Upon my return to the office, I was honored to receive my 10-year service award at Cheil Worldwide. (My actual 10th anniversary was last June, but the award arrived a bit later! 😊) From my early days delivering commercials on DigiBeta tapes and film, through the era of digital transformation, to now managing global digital platforms at the forefront of the AI revolution, it has been an incredible journey filled with opportunities to learn, grow, and collaborate with amazing brands and people. Ten years is certainly a significant milestone, but it also reminds me how much more there is to learn and explore. I am deeply grateful to everyone who has been a part of this journey, and I look forward to the next chapter ahead. Thank you! 🙏
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Martin Waxman, MCM, APR reacted on thisMartin Waxman, MCM, APR reacted on this𝐖𝐡𝐚𝐭 𝐲𝐨𝐮 𝐬𝐞𝐞 𝐢𝐬 𝐧𝐨𝐭 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮 𝐠𝐞𝐭. 👁️ Take a look at this image for a custom decanter for Kraken Rum. This image caught my attention because it was visually striking. However, it also appeared a little too perfect, which led me to suspect it had been generated by AI. To verify my assumption, I uploaded the image to Google's DeepMind SynthID detection tool. Sure enough, the image was confirmed as GenAI, with digital watermarks embedded in its pixels. I then did more research and found the second image, which shows what the bottle really looks like. It's a cheap plastic decanter that is not very appealing. In the past, creating a professional product image would have been expensive and required an experienced photographer and lighting experts. Today, a marketer can generate a compelling product image with a well-crafted prompt in a few seconds. Going forward, I believe we will see more product images generated by AI. This raises concerns, as what you see in a product advertisement may not be what you get. If consumers repeatedly discover that AI-generated product images bear little resemblance to what arrives at their door, trust in advertising could erode quickly. Regulators need to move faster, because consumers should be buying products, not AI-generated fantasies.
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Martin Waxman, MCM, APR reacted on thisMartin Waxman, MCM, APR reacted on thisA year ago today, I was two weeks away from graduation, packing for a last-minute grad trip, and knee-deep in job applications with no end in sight. When a short-term opportunity popped up to work with Four Seasons again, I had no idea how much my life would change in the year to come. What started out as a 4-month contract quickly turned into a meaningful, full-circle experience returning to the place where I first worked as an intern. I can't begin to express how much I learned during my 10 months as a Marketing Consultant in Global Loyalty Marketing and how much I grew from it. This role pushed me in the best ways to continue honing my skills in marketing strategy, creative development, and campaign management while also building expertise in hospitality and tourism marketing. Most rewarding of all was the chance to work with such passionate and talented teams from across 5 continents to create beautiful experiences and campaigns together. To my manager Pinky Tang, I can't thank you enough for your guidance, coaching, and trust. In no time at all, you became such a great mentor and friend. Andrew Mainprize, working with you has been an absolute joy — and I'm so grateful for all your mentorship and support. Kristen Stevenson (Lewarne), thank you for always seeing my potential and for the opportunity to keep growing, it's been a dream. To Sarah Dorfman, Brynn Burstyn, Merve Erdil, Anna Teresa Nicholas, and Greg Plata: thank you for everything — I learned so much from all of you and loved every project we worked on. To Isabella Melo Romitelli, Cassandra Lim, Kiran Rooprai, Noora 'Nano' Nasrallah and Jackie Kropp: it means the world to me to have had you all cheering me on and celebrating every milestone of growth with me over the past two years as we've worked together. To everyone at Four Seasons, the warmth, genuine care, and encouragement you all gave me truly allowed me to grow so much and build my confidence. It's been an incredible year and I can't wait for what's next! ❤️🌟🗺️
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 5 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 1 year
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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