Social Media MacGyver Eliot Robinson Gives Five C’s to Social Marketing Success

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Dunk, which started as a passion project in 2015 for its now founder and CEO Eliot Robinson, has grown to over 2.2 million followers thanks to his knowledge of culture and crafty social media strategies. Immediately after graduating high school, he was personally invited by Gary Vaynerchuk to lead social growth and strategy for Gary’s personal social accounts, which he grew from 600,000 to well over 2 million followers. Today we’re talking about emerging social media platforms and how to create and distribute content that people actually want to see and engage with.

The Five C’s to Social Marketing Success

  1. Content. “Figure out what content connects with people on social and why and then optimize towards that. The biggest thing is you’ve got to start creating to even get a feel for what people like and you’ve got to ‘output, output, output’ because you never know what’s going to work. The market dictates it. So, something you put out that you don’t think is going to work might work the best.”
  2. Communities (Fostering). “What I learned is once you start getting people to actually see your [content], you have to care for them. You have to comment back, respond to DMs, etc. How do you foster a community and have people feel involved in what you’re doing because, it’s not only your profile or your media entity, it’s your whole community behind it.”
  3. Communities (Growing). “If you don’t have an audience or a strong community, try and go to people who have similar communities to yours to siphon them to your community through insightful or funny comments, something that adds value to the conversation.”
  4. Consistency. “You’ve got to keep up with the content you post. It doesn’t have to be at the same time every day, but by putting out [content] consistently, you’ll get into the groove of understanding what works.”
  5. Collaboration. “How do you collaborate with already big profiles? Once you start amassing an audience, how do you find other people who are in similar niches and instead of viewing each of those as competition, how do you actually help each other grow?”


Nick is a video producer at Adweek and host of the Gen ZEOs podcast.