Managing the daily workload
You need someone who keeps the content train moving. Your social lead should manage the calendar, ensure videos are ready on time, and handle all scheduling. They should be comfortable managing the technical side of the platform so you do not have to. If they are constantly asking you for guidance on basic tasks, they are not freeing up your time effectively. They should be solving problems, not creating them.
Proving the results
Reporting is where they prove their worth to you. Do not accept vague updates about growth. Require them to track every campaign against specific goals like clicks to the booking page or form completions. If a post does not drive action, they should be able to explain why and propose a change for next time. Transparency is key to keeping your marketing plan on track.
Scaling with a network
If the workload is overwhelming your team, consider 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 takes the repetitive posting off your plate, letting you focus on strategy.
Building a feedback loop
The social lead should be your eyes and ears on the market. They should tell you what people are saying about your rituals and which treatments they are most curious about. This feedback loop is vital for your planning. They should actively suggest ways to improve content performance based on the data they see every day. A proactive lead makes your job much easier.
Your social lead should manage the daily grind and provide clear reporting so you can focus on driving the business forward.
See your network before you hire.
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Follow-up questions
How much should I oversee their work?
You should set the strategy, but they should own the execution. If you find yourself doing their job, they are not the right fit.
What if they are not hitting goals?
Identify if the problem is execution or strategy. If they execute your plan well but it fails, you need to adjust the plan, not the person.
Is it okay to use templates?
Use templates where possible to speed up production. Your goal is to get high-quality content out consistently, not to reinvent the wheel every day.