EP 287 – Permission, Structure, and Social Media Success with Sam Toles

In this episode of Paper Napkin Wisdom, Govindh Jayaraman welcomes Sam Toles, a digital media pioneer and storyteller with decades of experience building audiences, brands, and communities. Sam is the CEO and co-founder of CiviSocial, a platform designed to transform civic engagement by helping communities and governments create stronger, more transparent conversations online. 

Sam’s career has spanned leadership roles at MGM, Vimeo, Bleacher Report, and Warner Bros., and throughout it all he has stayed focused on how creativity, structure, and permission come together to unlock growth. His napkin insight crystallizes this perfectly: 

Permission + Structure → Social Media Success 

 

The Power of Permission 

In the conversation, Sam reflects on how success in digital media and social platforms doesn’t come from simply telling people what to do — it’s about giving them permission. Staff members, creative teams, and civic leaders need to feel trusted to experiment, share authentically, and make their voices heard. 

Without permission, fear creeps in. Staff hold back. Leaders hesitate. Communities stay silent. Sam emphasizes that permission is the spark that allows creativity and innovation to surface. 

 

Why Structure Matters 

But permission alone is not enough. Sam underscores that structure is the second half of the equation. Without clear guidelines, roles, and accountability, permission can turn into chaos. 

Structure ensures alignment. It gives staff confidence that their creativity is channeled toward a larger goal. For city halls and community organizations — the ones Sam sketched on his napkin — structure provides the scaffolding for consistent, credible, and impactful communication. 

 

From Napkin to Real-World Success 

Sam’s napkin shows two simple icons: staff on one side and city hall on the other. Between them lies the formula: 

Permission + Structure = Social Media Success 

This equation has guided Sam’s work leading teams at major media companies and now at CiviSocial. By combining empowerment with framework, organizations unlock the kind of social media presence that builds connection instead of noise, trust instead of confusion, and engagement instead of apathy. 

 

Five Key Takeaways from Sam Toles 

1. Permission Fuels Creativity – Staff thrive when leaders trust them to take risks and contribute ideas. 

   Take Action: Audit where your team feels they need permission. What barriers can you remove? 

2. Structure Enables Consistency – Frameworks and processes ensure creative output aligns with strategy. 

   Take Action: Define your social media “guardrails” so creativity has direction. 

3. Balance is Essential – Too much structure stifles; too little creates chaos. The win is in the balance. 

   Take Action: Ask your team: “Do you feel more constrained or more lost?” Then adjust. 

4. Social Media Success is Collaborative – It’s not just about city hall (leaders) or staff (teams), but the bridge between them. 

   Take Action: Build cross-functional content teams where leadership and staff co-create. 

5. Civic Engagement Needs Both – For communities, permission means inclusion and voice; structure means transparency and accountability. 

   Take Action: Use Sam’s formula to design your next community engagement initiative. 

 

About Sam Toles 

Sam Toles is the co-founder and CEO of CiviSocial, a platform revolutionizing civic engagement by connecting governments, organizations, and communities through modern communication tools. With a career leading digital transformation at MGM, Vimeo, Bleacher Report, and Warner Bros., Sam has consistently helped teams harness creativity within structure to build lasting impact. 

Connect with Sam on LinkedIn.