Defining success by the bottom line
Most social media teams get caught up in engagement metrics like shares and comments. As a founder, you must redirect them. Tell them your success metric is new student signups. If a video gets a million views but zero signups, it is a failure. Brief them on the specific lessons or product outcomes that lead to a paid user. If they cannot link their content to your revenue, they are not doing the job you are paying for.
Using managed networks for growth
A managed content network is a set of many brand-owned Instagram pages, for example 50 pages like @brand.daily or @brand.clips, that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. Include this in your briefing as a core distribution channel for the content your team creates.
Keep the brief simple and data-driven
Complexity is the enemy of execution. Your brief to the social team should be one page. State the target student, the specific problem you are solving, and the desired outcome. Give them the freedom to test different hooks, but keep them strictly accountable to the conversion rate. If they are spending time on elaborate graphics or long-form posts that do not move the needle, pull the plug. Focus on what gets people to click and sign up for your course.
Managing your resource spend
You do not need a massive team to win at social. You need a lean team that knows how to create high-conversion assets. Use your resources to invest in high-quality video content that explains your product well. By outsourcing the distribution through a managed network, you save the cost of hiring more social managers. Your team should be focused on building the content engine, while the automated network handles the heavy lifting of getting that content in front of your audience.
Keep your social team lean and hold them accountable for conversion-focused, direct-response content.
See your network before you hire.
Tell us what your edtech company 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
Should my team focus on organic or paid social?
A healthy mix is best, but demand that organic efforts eventually pay for themselves through reduced CAC.
How do I know if the brief is effective?
If your team is asking you questions about your target students' pain points rather than just what color the background should be, your brief is working.
What do I do if they push back?
Explain that you are a business and you need to optimize for cash flow. Aligning their creative work with your financial goals is necessary for everyone's success.