Social media strategy, platform changes, and the workflows behind the teams that publish at scale.
"Create for people first and algorithms second. If people are watching, sharing and sending it to their friends, the algorithm usually does the rest." That's Felicity Richards, Social Media Manager at FroPro.
Most brands spend more time polishing a post than they do the comments underneath it. That's backwards. The post makes a promise. The comments are where your audience decides whether you actually meant it.
Understanding that social media isn't just about producing content that the algorithm likes is the key to doing just that. By creating something audiences value enough to return to, participate in, or even miss if it disappears, you’re creating true longevity for your brand.
The way most agency approval processes get built: they don't. Someone screenshots it. It works fine for a while, until it doesn't, and by then you're 14 clients deep into a system that was never designed to be one.The good news is that building an approvals process that…
From building standout UGC campaigns to calling out the biggest mistakes in influencer marketing, Ruby Haines shares the practical lessons shaping her approach to social media, creativity and content that people actually engage with.
For a profession built around connection, social media can be surprisingly isolating. Not just because you're physically working alone (although many social media managers are), but because much of the work happens in a space that other people don't fully understand.
The approval process is where most agency client relationships quietly fall apart. Not dramatically, but in the way where posts go live with last month's pricing, nobody can find the thread where the client said yes, and your account manager is playing detective at 9am on Monday.
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