Simply having a social media presence for your podcast is not enough. A strong content and brand strategy will help you get further, faster.

Helping us understand the ins and outs of creating a standout and trust worthy online presence is social media expert Eadaoin Fitzmaurice.

She teaches us about:

  • Standing out in a flooded digital market
  • How to build a trust worthy brand online
  • The importance of ‘being social, on social media’
  • The three must follow rules when it comes to social media




Eadaoin Fitzmaurice is a multi-hyphenate who whilst working as a full time social media co-ordinator also runs a personal social media brand ‘Bandeadd’, which focuses on Irish travel, companies and Irish language content.

She has worked across all sectors of the media from television, radio, social media, digital journalism, agency and now in marketing for events. She has also worked with and produced content for some of the biggest digital brands including Time Out Magazine, Lovin Dublin,, Localeur, BBC, Virgin Media and TG4.

She also grew Lovin Dublins &’s socials to over 300k making it the largest Irish digital publisher account in the country and established her own media brand ‘Bandeadd’ to 28.1k.

Instagram: @Bandeadd

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For your convenience, we have included a 90% accurate machine transcript.

Dusty Rhodes 0:00
Right now on how to build a podcast for your brand, we’re getting into how to promote your podcast on social media. And we’re getting all the social secrets from a lady who’s grown brands from zero to 300,000 and higher. Let’s go.

Dusty Rhodes 0:41
Hello, and welcome to How to build a podcast for your brand. My name is Dustin Rhodes and today, we’re getting into all things social media, because the number one reason why a podcast fails is because people don’t promote it half the job of making a podcast is promoting it. So for that reason, we’re going to be looking at the role of social media in a digital first world, how to build a brand online for your podcast and the importance of keeping up with changing trends. Joining me today is Adrian fitzmorris, who is a social media expert who specializes in creative and business media consultancy where she helps brands create content that’s bold, and ahead of the trends great track record, she’s worked with timeout magazine, love and double and BBC Virgin Media tg car, she also grew love and Dublin and love and dice socials to over 300,000 making that the largest Irish digital publisher. And now she has established her own personal media brand band aid to over 28,000, where she has recently launched a weekly Irish giveaway that showcases Irish companies at and on a scale of one to 10 How important is having an online presence?

Éadaoin Fitzmaurice 1:53
Well, you know, I’m gonna say 10.

Dusty Rhodes 1:56
I thought you might go higher than that.

Éadaoin Fitzmaurice 1:58
No, no, I wouldn’t these people I stay within the guidelines. So definitely 10. But seriously, can’t can’t.

Dusty Rhodes 2:06
Is there any way for a company or brands to just survive in this modern society we find ourselves in with social media?

Éadaoin Fitzmaurice 2:13
Well, definitely, I mean, it’s it’s the main way nowadays to communicate with an audience. I know growing up, the best way was kind of out of home ads or on the telly. But now if you really want to connect and engage with an audience, the best way to do it is through social media 100%.

Dusty Rhodes 2:29
And what are the main social media platforms to so as I can confirm what I’m thinking.

Éadaoin Fitzmaurice 2:33
So it really kind of depends on what you’re trying to promote, because every single social channel has a different audience. And that is something that you’ll learn over time. But the big hitters, obviously are Facebook, Instagram, LinkedIn, and Twitter, and then YouTube as well.

Dusty Rhodes 2:49
And then what are the different audiences that each of these social media platforms have?

Éadaoin Fitzmaurice 2:54
Yeah, so I always kind of look at it based on personas. So your Instagram is kind of your hip trendy, really kind of engaged, active audience, I think Instagram is a really, really good place for a podcast specifically, because a lot of Instagram users would be really into podcasts, and Facebook, I mean, it is not as active, but it’s a great place for ad spend. So if you have a bit of budget, that’s definitely where I’d recommend using ads to promote your business or your brand. Twitter is kind of like a nice newsfeed. So people will follow accounts that kind of align with their niche interests, and then they go on it to kind of get their daily update of what’s happening in the world. So definitely a good one to kind of keep people up to date with what you’re, what you’re doing in your business and how things are running. And if there’s any news, LinkedIn is kind of I see it as like a glossy shopfront for prospective customers and also for b2b. And so this is kind of the place where you’ll kind of show maybe community initiatives that you’re doing in your brand or like, got cool announcements of big business news. And so I think the main thing is, I think it’s great to use all of the platforms in different ways to target different kinds of audiences and also showcase a wide spectrum of your brand throughout multiple channels. So I wouldn’t just stick to one I’d very much branch out if you can.

Dusty Rhodes 4:26
So looking at the four then how would you What would you say is the greatest strength of Facebook the greatest strength if for the content that you’re creating? If you want to get your message across? What should you concentrate on each of those four?

Éadaoin Fitzmaurice 4:37
Okay. Twitter would be consistent news updates. LinkedIn would be b2b business. Announcements, news. Very much building up your brand’s Instagram is kind of like an engaging tool with very high reach and then Facebook would be great for ads, too. Gardner in like people from where like you can target whatever country, whatever industry of potential customers or listeners that you’re interested in

Dusty Rhodes 5:11
Facebook, you mentioned is very good for advertising. And this is something that we do our selves with a podcast is we kind of we taught the first thing that we do when we are running a Facebook ad campaign for a podcast is we say, we are looking for an audience that has expressed or actually has an active interest in podcasts. Yeah, that’s the first thing really narrows down the audience. But we know at least our ad is only been shown to people who are familiar with podcasts, and they’re already kind of in it, so to speak. And then we drill it down by the various,

Éadaoin Fitzmaurice 5:44
The more time you spend in Facebook ad manager, the better you’ll get at it, it’s really a labor of love. But you can really, really narrow things down to target very specific kinds of people. And the more niche you go, the more effective a campaign will be. Because you’re really, really targeting people that you know, we’re going to be interested in your product, for example, like, say you had a driving skill, you can actually target people who might have birthdays coming up, because that’s a great birthday presents by people driving lessons, you know, it’s you really have to kind of think about who your prospective audience are, map that out, then go into the ad manager and kind of look at the different columns that you can target and just try a few things like AV testing, is really, really effective. So that’s essentially running the exact same campaign with just a slight difference. So that might be in language or in visual, and then picking the best one and running with that. And that’s a really effective way to run an ad campaign on Facebook, ads manager.

Dusty Rhodes 6:42
Let me put it to you this way. aideen. I have a topic that I’m passionate about, or brands that I’m passionate about. And that’s what I know. Okay, so my brand is egg cups. And I know a little bit about Facebook, but I don’t know as much as somebody like you and I can play around with it. I’ve had a look at the ad manager and all that guy’s not really kind of working. Yeah. What is the difference between me doing it myself with half knowing how Facebook ad manager works, and then going to you, when you start talking about drilling down, and all the little tips and tricks and the keywords and all of the tools at your disposal.

Éadaoin Fitzmaurice 7:22
I mean, it’s really the same. In any case, like, there’s people like me who work in social who have developed this craft over years and years and years of experience. So I would definitely recommend like if you can to hire a consultant, and they will be able to give you the tools, and they’ll be able to really map out what kind of people you should be targeting and over time. But if the budgets not there, there are other examples like HubSpot to free online courses that are really, really good. They’re just a few hours long, and also Facebook blueprint, and is ad manager specific. And so you can kind of jump into that, watch a few free videos on that. And then kind of go into the ad manager after and try it yourself. But again, yes, like I highly recommend if you can guess anybody who works in social media to kind of come in and even do like a training day with you or consultancy or even sit down with you like I always say time and time again, the most important thing is to nail down a content strategy. And then a content calendar that relates to that content strategy, because that will really map out where your brand is headed, and what your brand images, your tone of voice, how you’re going to communicate with the audience over time. And it kind of makes you accountable for how much content you’re going to put out every week. So I would start with three content pillars usually. And so a content pillar is basically like an objective. So this could be, for example, I want to reach a new audience, how will I do this? Okay, each week, I’m going to map out a new product that’s in our shop or a free course that we are offering within our business or something of that source. And it’s just kind of continuously feeding this messaging every single week. And the algorithms really, really bent like you will benefit highly if you remain consistent with your content. And that is where a content strategy and a content calendar really, really come into play because they feed off of that. And that’s where you’ll see your benefits. But again, hiring somebody with this expertise is where you will get the tools to be able to do this. And they’ll be able to guide you through all of these steps and give you the tools to do it yourself. Or you can also hire people just to entirely manager social, which obviously is highly, highly effective because it’s somebody it’s one person who is just kind of consistently looking after it and making sure everything is taken over. Like community management is so important, which means we’re Trying to direct messages. engaging with other similar accounts like this kind of stuff is really, really important to build up your brand and your following over time.

Dusty Rhodes 10:11
You see, this is what makes me smile, because after I’ve made a podcast, I’m tired. And now you’ve given me a whole lot of extra work.

Éadaoin Fitzmaurice 10:21
On top of it, the best thing about social media is, you actually see the results firsthand. Like you will see the numbers grow. And that is, I’m really numbers driven. So like, for me, that’s the best thing ever. If I come on and look at my phone, and we’ve got 100 200 more likes than we did the day before, then we’re doing our job rice. And I think as well, like in terms of somebody who I worked in an advertising agency, and my my background would have been in marketing as well in college. And when you look at back in the day on TV or out of home ads, how can you actually figure out who is seeing it, and how many people have seen it, it’s really difficult. But the best thing is you have all of those insights, you know where they are, who they are, what they like, what age they are, how many people thought what time they saw it, like that information is so so valuable.

Dusty Rhodes 11:18
So to learn about social media, because I mean, it’s part of you know, when people go to a marketing agency or branding, they expect you to know all about these things. And like, nobody knows everything about everything. All right. So if you want to bone up more about Facebook, and all of the various platforms, you recommend doing some online courses, HubSpot, as you say, to quite a good one, then your next stage will be to talk to a professional, because with a consultant, such as yourself a band aid, which by the way, is spelled B, a n d, a D, D, and I’ll have the link in our show notes. But you will go to a band aid and she would be able to look at you and kind of say, Grant, well, here’s a strategy. And this one we want to do, and we map it out, dah dah, dah, dah, dah, then you just go off to do yourself. Or if you’re like me, you just go 18 Will you do everything? Alright, yeah, they they’re your they’re your three options. Okay, good. Let me talk to you about an actual podcast itself, because you were talking about the objective. So the objective first will be the same as the podcast in order, like, you know, we want to make our brand, the brand authority in our area of of business. So that’s the objective. Yeah. The next thing, then will be to move on to the content strategy in that, how are we going to use? What content are we going to use in order to achieve that objective? Now my question to you is that are we are doing a podcast. So we already have a load of content. It’s like you and I now are speaking on a podcast, and you’re giving us loads of really good, useful information. So how then do we use that then as part of our content strategy on social media?

Éadaoin Fitzmaurice 12:56
That’s, that’s a great question. And I think that’s where a lot of people struggle, because they’re like, I have this content, I have no idea what to do with this. What I would say is what works really, really well on a content strategy basis is diversifying your content. So for example, you can close your podcast in various different ways. You have sound waves, which you could put on a graphic, and literally just have the audio moving. And that could be great for Twitter, for example, as those kind of really graphic imagery, assets perform really, really well. Another thing you can do is every time you sit down to record your podcasts, record, a little Instagram story, a behind the scenes, that kind of stuff works really, really well because it gives the audience extra context to what you’re doing. That’s what you want them to come to the social channel, and not only get the information of what your podcast is about, what guests Do you have, it’s also giving them extra content, an extra benefit to following this extra information all the time. So behind the scenes stuff would work really, really well for that. And even it would be obviously a great idea when an episode comes out, post about it, make sure people know that it’s there, links, links, links, I cannot stress it enough, put a link on everything that you can. And in terms of Instagram, you can’t link on the feed, but there is a website called link tree that I would highly recommend. So that’s where you can put multiple links within your bio. And you can actually customize the look and feel to this to having your own podcasts or brand imagery around us. And so that’s really effective.

Dusty Rhodes 14:42
So link tree is kind of like you will put one link on it. And when people click on it to get all of your different links is that the way it works?

Éadaoin Fitzmaurice 14:48
Yeah, they’ll be served maybe like okay, you can you can change it, it could be three to five buttons. But for my one personally for example, I would have a link to my website, a link to my Most recent project and then a link to maybe another social channel.

Dusty Rhodes 15:06
And people can engage with you them whichever way they want. Why is it important to have other links as part of your social media?

Éadaoin Fitzmaurice 15:13
Because especially with something like setting up a podcast, the main objective, as we’ve spoken about is to grow listenership. And so a link will make sure that they are constantly being directed to that. And also, you’ll be able to track that. So anybody who clicks a link that will show up in your insights. So you’ll also see how many of the people following you on social or actually direct being directed straight to your podcast, and then that I got it. So we were really, really effective social strategy.

Dusty Rhodes 15:44
So when you say link, link, link, link, link, what you mean is link back to yourself link back to your own activity, it’s not like yeah, link to wherever you got that story or whatever.

Éadaoin Fitzmaurice 15:52
I would also recommend, it’s really important too. And if you have a guest on tag them, because use their audience to your advantage as well, it’s very likely that if you tag someone say on this week, said, sewed, we have 18, and I’m tagged, I will reshare that so you’re kind of constantly getting your reach, or your brand awareness out there to new prospective listeners, and who already probably have an interest in the person that you were speaking to anyway. So it’s a really, really good way of growing your following over time.

Dusty Rhodes 16:26
And do you think this kind of putting out lots of different types of content in lots of different areas and giving, you know, kind of breaking down the fourth wall where you’re doing the Instagram video, so they can see behind the scenes and stuff like that? Is that key to building customer trust and loyalty?

Éadaoin Fitzmaurice 16:43
Definitely, I think nowadays, I mean, various surveys have been done and been proven that if a brand has a strong social presence, that an audience is more likely to purchase from them, and also to trust them. And so it’s just key in really connecting with your audience, and showing them kind of like real life, behind the scenes, more information. And in, the more you give them, the more they’re gonna be interested, really, but also, don’t overdo it. But like, the more information that you give them that yeah, that is around what you’re doing each week, that will that will highly benefit you, and it will highly benefit them. So it’s a symbiotic relationship.

Dusty Rhodes 17:29
I’m a big believer in giving and tell me if he if you think this philosophy is right in your mind or not, but I believe if you just give to the world, some people are just going to take that knowledge, and they’ll go off and do whatever, and that’s fine. And if it helps them do their job better, fantastic. All the people will kind of hear they’ll go, I need help with that. And maybe they’ll call you or they’ll call somebody else to get help. And that’s where I think just just give. And it’s like as the movie said, if you if you build it, they will come. So if you give people will, will come back looking for more,

Éadaoin Fitzmaurice 18:01
I think like one of the driving forces of all social media channels is number one, education. And number two inspiration. And so many people are so precious about the information that they have regarding skill set. But really, people appreciate it so much if you’re really transparent and honest. And you actually give people tools that they can use in real life. And they can use to go and replicate in some way or another and more times than not, if you give someone some really, really good advice. They’ll thank you for us in a public sense. And then that can only benefit you as well. Like if somebody turned around and said, I heard this on this podcast, and it’s completely changed my mindset on this area, well, then somebody else that might think the same way that follows them is going to be like, oh my god. Wow, that sounds amazing. I want to try that. So I’m now going to listen to this podcast as well.

Dusty Rhodes 19:01
You talk about audience, I think it will be fair to say that a good word for audience will be followers. Yeah. Because we’re all into podcasting, thankfully, is changing now from subscribers to followers. But the amount of followers, everybody gets caught up with how many I need. I need 30,000 followers or I’m a failure. When it comes to followers, where do you fall on quality, or quantity?

Éadaoin Fitzmaurice 19:29
Quality every time. I mean, I’ve worked with loads of kind of clients accounts over the years, and it’s not the one with the biggest following that gets the most sales or benefits the most. And it’s really, really down to engagement. And it’s down to having a nice following that like really is really interested in this specific thing that you’re offering. And so I would highly recommend do not get hung up on numbers. If a post gets 30 comments, or 30 likes and those 30 turn into sales, that’s amazing. That’s 30 sales you didn’t have before you posted that post or that podcast. So it’s it’s, I think people get so hung up on numbers, Boss really have to think about like, these are 30 real people, in numbers on I think on social channels don’t feel real sometimes. But at the end of the day, if you’re getting 30 sales that you didn’t have before, that that’s good business in my eyes, and I don’t think people should get hung up on numbers. But I also think it is important over time, within that content strategy, that your goal is to grow your following, because the more you grow it over time, the more people will see us, boss, don’t feel disheartened if you’re looking at maybe a similar brand that has half a million followers, because I guarantee you, they only have a couple of 1000 views on their stories. And you could get that soon and off yourself as well. Over time when you grow.

Dusty Rhodes 21:04
One of my favorites look at as b&q they’ve got millions of followers, and they only ever have 10 likes on a post. It’s incredible. Yeah, back to our podcast, because our podcast is literally an audio program for a specific audience. And we want to then connect with other people who would like to hear that that program. So you have been saying, connect with them. Think about the quality, give them a little bit more and to interact with them and to speak with them to and from Yep. Which is great. Now, the real and I hate you for this, because you say you can’t just do that on a Tuesday, and you’ll be an overnight success. You have to do it consistently. day in day out and weekend. It’s a graft. Now, one thing you said that really helps with that graft is a content calendar. Tell me about this magical thing.

Éadaoin Fitzmaurice 21:56
Yes, so I am a huge fan of content calendars. So basically what it is, is just mapping out each week, what you’re going to post. And like, for me personally, what I’ll do is I’ll sit down on a Sunday. And based on the content strategy, my content strategy will say on a Monday you post about this, on a Wednesday, you post about this, and on a Friday, you post read this, so I can sit down on a Sunday. And I can say, Okay, what do I have that confessed this requirement? Okay, kill. I did a podcast episode last week. So I can share that. And I can say, In this episode, I talk about x, y, and Zed. So I will on a Sunday, usually write that caption and have it ready to go. Now you can actually pre schedule content in Facebook and Instagram. You can use TweetDeck to do it on Twitter. Or you can use third party subscriptions, such as Falcon or Sperling sprinkler, or Sprout Social or the likes. And so don’t have them.

Dusty Rhodes 23:01
Yeah, Hootsuite as well.

Éadaoin Fitzmaurice 23:03
Sweet. Yeah, those kinds of tools are really helpful for kind of, because you don’t want to be going about your life and being like, Oh, no, I need to post I forgot to post today. So it’s actually very good to do it in bulk and just kind of sit down, map it all out, upload it, and then it’s good to go for the week. But the one thing I will say about doing that is you can’t ghost the channels as a result. So if you know that you’re posting on a Monday, I’d highly, highly recommend to be active on that Monday, and maybe comment on accounts that are similar to you build up a relationship with them. You need to be social on social media, it’s not something that you can just throw to one side, because it really, really will help you and I just can’t stress this enough. How important today is to have that social and digital presence to grow your following and your customer base.

Dusty Rhodes 24:03
You said that a number of times, are you able to give me an example for a client that you’ve worked with right now? I don’t want you to mention the client. All right, but let’s just call us product x. All right. So thinking of a real world example for a real client, product x did what that actually really worked for them.

Éadaoin Fitzmaurice 24:23
Okay. Okay, so for client x, to be social on social, what we did was, we spend time engaging with people involved in this product, right, so be an influencers. And you would comment on their post and say I love this. Another example would be if you see somebody using your product to share their post on your stories and tag them. So it would be like thanks to this person for using this. product looks great on you, or glad you’re enjoying it or whatever. And another example would be to use hashtags that relate to this client, or the topic or the product. So

Dusty Rhodes 25:22
I can see you’re uncomfortable because you’re really giving away secrets here.

Éadaoin Fitzmaurice 25:25
I would say I’m like, I don’t really want to get Yeah, I don’t want to like talk about like a specific client, because obviously,

Dusty Rhodes 25:33
Those three things tell me how were you able to measure going to a and then the resulting be? How will you able to say that that doing those things was a success? Okay, was it because you drove up? The amount of people who are going to see a movie or the amount of people who bought more conflicts that week, or whatever the product x is that like, How were you able to measure?

Éadaoin Fitzmaurice 25:56
Okay, so a key way of measuring is, if you’re posting during the time of doing these, you’ll actually see the reach and engagement on your own posts will will be much further up than usual. But also if you are sharing and engaging with like, influencers are brand ambassadors or kind of prominent accounts. And they share something of yours, your followership is going to go up that day. So for example, like you could share a post of an influencer or a speaker and say, oh, great to see them using this product or being involved with our brand in this way. And then you will see that your followership will probably go up by like, it depends on the account, but like, you could go up by like 100 or 200 followers in a day, if you interact with brand ambassadors and influencers.

Dusty Rhodes 26:48
I’ve kept you for far too long. So I do apologize. But thank you for giving us so much. Just to wrap up, what would you say would be your top three most follow rules when it comes to social media?

Éadaoin Fitzmaurice 27:00
Be social on social, find your niche and have clear objectives for your social strategy.

Dusty Rhodes 27:12
Aidand fitzmorris. Thank you so much for joining us and being so giving and sharing so much with us today. If you’d like to follow aideen She is on Instagram and you can follow her at Band Aid which is b a n d e a d d. If you’d like to chat about any of the topics that we’ve discussed today do email me Hello at DustPod at di our email address, you can call us as well on the phone. Some people still use these things, or one 960 9099 of course the website is does Thank you for listening to our podcast today