The case for a dedicated manager
As CMO, your main concern is your brand's impact. A social media manager is a key part of that. They are the ones who keep your voice consistent, respond to comments, and work with influencers. You need that human touch to build a brand that people love. If your goal is to make your brand feel like a community of stylish eyewear enthusiasts, you should hire a manager who lives and breathes your brand's aesthetic.
The case for a managed network
If your goal is to hit your traffic KPIs, a managed network is a better choice. A manager has to manually post to one account. A network posts your content across dozens of accounts at once. You get the reach you need to feed your sales pipeline without asking your manager to do the impossible. It is a more efficient way to spend your budget and get the traffic you need to hit your growth targets.
Integrating both for success
The most effective way to work is to have both. Your manager handles your main account and your long-term brand strategy. The managed network handles your top-of-funnel discovery and drives traffic to your store. This keeps your manager from feeling burnt out on traffic KPIs and lets them focus on high-impact creative work. It is a well-oiled machine that makes your marketing department far more effective.
The strategic roadmap
If you are only doing one, pick the one that solves your biggest problem. Is it your brand voice, or is it your traffic? If you are a new brand, you might need a voice first. If you are an established brand, you might need reach. But ultimately, you want both. That is how you win. It is a balanced approach that covers all your bases.
Use a social media manager for brand community and an automated content network for scalable, high-volume traffic to your store.
See your network before you hire.
Tell us what your eyewear 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
Does a manager help with my KPIs?
Yes, they help with engagement and community KPIs. They are not as good at raw traffic volume KPIs.
Which is more scalable?
A managed network. You can add more pages to a network far more easily than you can add more people to your team.
What do I say to stakeholders?
You say that a manager is for brand equity, and a managed network is for volume traffic. Both are essential for a balanced marketing strategy.