Staying on top of account health
You need to stay in regular contact with your provider. If they aren't replacing pages, your reach will shrink. You should ask for regular updates on how many pages are active. Don't wait for your traffic to drop to realize there's a problem. Be proactive in your management. You are the one who knows what the numbers should look like. If they aren't there, push your provider to explain why and to fix it quickly.
Protecting the brand image
You are the steward of the brand. If your content starts appearing on pages that look low-quality or out of place, you need to step in. Check the pages in your network periodically. Make sure your provider is using the content you gave them and that it looks professional. If you see something that makes you uncomfortable, call your provider and fix it. You have a responsibility to keep your brand looking great everywhere it appears.
Reporting on the risks
When you report to your manager, be honest about the risks. Tell them that this is a high-growth strategy that comes with some volatility. Explain that you are working with a professional provider to manage this. This builds trust. If something goes wrong, you won't be caught off guard. You have already prepared your team for the possibility of ups and downs. This is the mark of a pro. Be transparent, be prepared, and be ready to adapt.
Managing your time effectively
The risk is that you spend all your time managing the network. Don't let that happen. Let the provider do their job. Focus your energy on creating great content and analyzing the performance data. If the network is taking up too much of your time, then the provider isn't doing their job well enough. You should be spending your time on high-level marketing tasks, not on administrative tasks. Keep the process simple so you can stay productive.
Marketing managers should be proactive in auditing their network, maintaining brand quality, and reporting transparently on results.
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Follow-up questions
What if I see a bad comment?
The provider usually handles the community management, but keep an eye out and report any serious issues immediately.
Is it my job to check the pages?
Yes, it is good practice to audit the pages regularly to ensure everything looks the way it should.
How do I handle a bad traffic month?
Review the content performance and see if it was a content issue or a technical issue with the provider.