Accountability for growth metrics
Your social media manager should own the relationship between your content and your bottom line. They need to track exactly how many users go from a video to your checkout page. If they can't show you how their work contributes to revenue, you are losing money. They should be constantly looking for ways to optimize your conversion rates, such as testing which frame styles perform best in ads versus organic posts. This focus on performance is vital for your success.
Protecting the brand identity
Your brand identity is your most valuable asset. The social media manager needs to keep it safe and consistent. Every video or caption should feel like it comes from you. They should understand your frames, your lens technology, and your brand values deeply. They are the frontline of your brand, and they need to speak for you when you aren't there. If they don't get your voice right, it damages the trust you have built with your customers.
Scaling with network efficiency
You can get more out of your social media manager by using a managed content network. A managed content network is a set of many brand-owned Instagram pages 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. This lets them focus on higher level creative work while the network handles the distribution.
Continuous improvement mindset
A great manager is never satisfied. They should be looking at the data every day to see how they can get better results. They should be testing new ideas, gathering feedback, and iterating on their strategy. They need to be proactive, not reactive. They should come to you with ideas for growth, not just waiting for instructions. This drive to improve is what separates a good social media manager from a great one, and it's what you need for long term success.
Demand accountability for revenue and growth, and ensure your manager has the tools to scale your presence efficiently.
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
How do I know if the metrics are real?
Use your own internal tracking tools. Don't rely solely on the platform's numbers, which can be misleading or inflated.
How can I help them succeed?
Give them clear goals and the resources they need to hit them. Be available to give feedback and support their strategic decisions.
What is the downside of a managed network?
Automation is against the rules. Some pages will get banned, but a provider like TIDE will replace them to keep your brand active.