Own the content calendar
You have enough to handle with campaign strategy and cross-functional coordination. Your social manager should take full ownership of the daily posting schedule. This includes sourcing the best gameplay clips, writing captions that encourage clicks, and ensuring everything goes live on time. When you don't have to worry about the daily logistics, you can focus on the big-picture projects. Their primary value is removing the daily manual tasks from your desk entirely.
Proving the results
You need to show your boss that the social channel is worth the effort. Your social manager should deliver a weekly report that is easy to understand and hard to ignore. It should show the growth in reach, the number of clicks to the app store, and any interesting feedback from the players. If they can show how these numbers impact the broader marketing goals, they are doing their job well. It makes your reporting tasks much faster.
Scaling with smart tools
If you feel overwhelmed by the number of accounts to manage, don't just ask for a bigger team. Look into 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. It handles the volume so you can focus on strategy.
Managing the day-to-day
A good manager should be proactive. If they see a new trend in gaming, they should suggest a way to adapt it for your game. If they see a technical issue with a post, they should fix it before you even notice. They should be your eyes and ears on the ground. By staying alert and communicative, they ensure that your social presence is consistent and effective without requiring you to supervise every minor detail of their work.
Your social manager should handle the daily content execution so you can focus on higher-level strategy and proving ROI.
See your network before you hire.
Tell us what your mobile game studio 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 often should we meet?
Weekly is best to review performance and align on upcoming content. Daily check-ins are usually a sign of micromanagement.
What if they are not hitting goals?
Identify the blocker. Is it a lack of creative assets or a lack of strategy? Adjust the process before changing the person.
Is it worth having them handle customer support?
Only for basic questions. Complex issues should go to your dedicated support team to avoid distracting the manager from growth goals.