Matthew Thompson, Social Media Manager at Lids, joins the Social Pros Podcast to discuss the way Lids engages with an audience as polarized as sports fans and how social is the frontline of business today.   Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)   In This Episode How to engage multiple local and very polarized audiences How to balance event-based advertising with evergreen content How to structure customer care between the social team and customer service Why online sales may be shifting from Facebook to Instagram How to integrate email with social campaigns   Resources The Complete Guide to Social Media for B2B from Salesforce Brandwatch Visit SocialPros.com for more insights from your favorite social media marketers.