Balancing brand and performance
It is common for managers to sacrifice brand voice for clicks. As a CMO, you must stop this. Your manager needs to understand that quality is what drives long-term trust. Ask them to report on brand sentiment and the quality of interactions, not just the volume. Do the comments show that your audience is listening? Does the content sound like your brand? These are the indicators of a healthy, growing media presence. Balance this with your need for conversion.
The metrics that build a pipeline
Your social media manager's primary job is to feed the pipeline. They should be tracking how many visitors come to your site and how many of those sign up for your newsletter or service. If they are not tracking these, they are not acting as a partner to your marketing goals. Ask them to show you the path from social media to conversion. This is the only way to prove your department's value to the rest of the company.
Using managed content networks
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 removes the manual work of distribution. Your manager can spend their time analyzing what works and refining your brand strategy, while TIDE handles the heavy lifting of distribution.
Setting a high bar for excellence
You should expect your manager to act like a mini-CMO of their own channel. Give them clear objectives and the tools they need to succeed. Use TIDE to ensure their content gets the widest possible reach. This combination allows you to focus on high-level strategy while your manager ensures that your daily content is hitting the mark. It is the best way to maintain quality while achieving the growth that your team needs to show the business.
Your social media manager must balance brand quality with clear conversion metrics to prove their impact on the marketing pipeline.
See your network before you hire.
Tell us what your media publisher 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 is the best way to report social success?
Show the conversion rate of your social traffic compared to other sources. This proves the value of your social efforts in a language the board understands.
How do I ensure brand consistency?
Create a detailed brand manual and include a review process where you or a senior lead check the top-performing content every week.
Should I use a network for my brand?
If you need reach, yes. It is the most effective way to amplify your brand voice to a larger audience without needing to increase your paid budget.