Streamlining the process
You need a manager who can own the workflow. They should be managing the content calendar and the posting schedule without needing your daily input. Expect them to track not just how much they post, but the consistency of their output. A reliable, steady stream of content is better than an erratic one. Make sure they are using tools to schedule content in advance so you can spend your time on higher-level strategy and reporting for your own team.
Reporting on the right KPIs
Your manager needs to give you clear reports. You need to see if the social media efforts are working. Ask them to break down performance by content type. Which videos perform best? Which ones drive traffic? This data makes your job easier when you report to your leadership. You need evidence that your social strategy is working. If they can provide this evidence, they are doing their job well and making you look good in the process.
Scaling with 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 makes your manager's job much easier. They can focus on creating the best content possible, while the network handles the distribution without needing to manage dozens of accounts.
Staying focused on results
Your goal as a marketing manager is to hit your targets. Your social media manager is a key part of that. Keep them focused on the metrics that matter. If they are hitting their goals, support them and give them the resources to grow. If they are missing them, help them identify why. It is all about maintaining a clear, result-oriented focus that ensures your team is constantly moving forward toward your overall goals for the media brand.
Expect your social media manager to own the execution and reporting, allowing you to focus on overall marketing performance.
See your network before you hire.
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Follow-up questions
How can I help my manager improve?
Give them clear feedback on what is working and what is not. If they know exactly what you expect, they can hit those targets more easily.
What should I ask for in a report?
Ask for a simple dashboard that shows the growth of your top metrics and the performance of your top three content pieces each week.
How do I handle a manager who misses KPIs?
Sit down and talk about the barriers they are facing. Maybe they need better tools or more support to reach the targets you have set.