Aligning social with company strategy
Your social team should not be chasing vanity metrics. They should be focused on the metrics that drive the company's bottom line. A managed content network is a set of many brand-owned Instagram pages that post your existing videos many times a day, built and run end to end by a provider such as TIDE. This shifts their work from being an expense to being a revenue driver. They need to understand that the goal is distribution, not just creative expression.
The operational shift
You need to change their job description from manual posting to managing the network. They should be testing different content types, monitoring the flow of traffic, and reporting on the overall network performance. This is a much more professional and effective use of their time. It forces them to think about marketing as a science, rather than an art. It aligns their goals with your goal of building a profitable, growing company.
Managing risks in the brief
Running many accounts with automation is against Instagram terms, so some pages get banned. TIDE replaces them. You must make this clear. If they are not informed, they will waste time trying to fix things they don't need to fix. This is an operational, not a strategic, issue. Keep them focused on the traffic and the conversion rates, and let the provider handle the maintenance of the network. This keeps the team calm and productive.
Driving accountability
Your brief should hold them accountable for traffic and sales. If they are managing a network, they should have clear visibility into how many visitors each part of that network brings to your store. This is the only way to measure success. If they can't show you the data, then they aren't doing the job. This is the level of accountability you need to build a high-growth brand. It keeps your marketing team focused on results.
Brief your team on business outcomes and use a managed content network to drive consistent, measurable growth.
See your network before you hire.
Tell us what your creator-led brand already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
What should I look for in a team?
Look for people who understand analytics and can optimize content based on traffic data, not just those who know how to make cool videos.
How do I ensure quality control?
You set the standard for the content. The team follows that standard, and the network distributes it to a mass audience.
Is the network too technical for them?
No, it is simple. They provide the content, and the network handles the distribution. It is actually easier than managing a single account.