Skip to main content
Blog

Setting Up Your Social Team For Success

The question every brand asks about their Social channels: How can we perform better and are we doing anything wrong? It’s easy to look directly at the channels to get the answers, from trialling more content formats, being more culturally relevant or focusing on building your community.

All of these are important, but for a lot of brands, the answer can’t be found on their channels. The core of the issue is usually found in the way their teams are set-up, making it near impossible to create and post truly Social-first content. Often this is due to workflow & processes not aligning with the reactive nature of social media production. Now, rules are rules, but a few small tweaks to internal processes could be the key to seeing change on your social metrics.

So, what’s important:

1. Give the Social team a seat at the Creative table

The social team need to be there from the beginning of any activation or campaign, working alongside Creatives to develop ideas, deliver relevant insights and consult on additional content requirements. Newsflash: That image for the billboard and the video for the TV ad still isn’t going to work on your social channels.

Also, when we’re talking about social content roll-out, avoid the Creative team calling the shots and presenting the plan to social – that’s our thing.

2. Strategy signed off, sealed & delivered

For fashion and beauty brands, customer loyalty is crucial. In order to cultivate this loyalty, it’s important to prioritise the customer experience (89% of customers are likely to purchase from a brand again after a positive customer service experience)!

This means having a user-friendly website, providing excellent customer service, and making the checkout process as seamless as possible. In the future, advances in technology will allow for even more personalized and seamless customer experiences at every touchpoint.

For the online beauty business Glossier, customer experience is at the heart of the brand. Glossier believes that the relationship with the customer is even more important than the transaction, and therefore shapes its channels to customer behaviour.

3. Allow time for scrolling

Most Social teams are chronically online anyway, but truly allowing them the luxury of time during working hours to scroll the channels will ensure your content includes the latest memes, trending TikTok sounds and niche Gen Z creators that everyone is watching. They’ll also be able to spot the next community management opportunity a lot quicker. Prioritise this as part of the team’s roles and responsibilities and your content will be better for it (just ignore the weekly screen time updates!).

4. Invest in bringing Social in-house

The social “team” shouldn’t be one person doing it all. Success means a combination of experts including ideas-led social creatives, videographers who shoot mobile-first and copywriters who can deliver best-in-class captions. Perhaps you can also find a legal team ready to sign off riskier posts? Hmm… maybe not.

So, before trying yet another format to boost engagement metrics, consider embracing a more social-first way of working. Even slight tweaks to current processes could result in more engaging content and better results.

Sign up for our waitlist now at marketing@wecomm.co.uk to unlock unparalleled insights, unforgettable events, and unbeatable networking opportunities.

Keep up to date by following us at Future of Retail X