Teams have to be able to pivot, respond, react and optimize based on engagement.

[fomayof928@mowline]

1. Trust your social teams
This seems like such a basic principle but it’s one canada b2b leads that’s a rarity amongst marketing leaders. Because everyone consumes social media on a day-to-day basis a lot of people incorrectly assume that they are experts in the area. One of the best ways to lead your social media practice is to empower your social team to be the experts and decision-makers and trust their POV.

For example, surprise and delight has become the hottest trend in marketing (not just social media). We’ve seen brands like The North Face and Stanley 1913 blow up recently because of their social listening efforts and I can guarantee you those teams have built-in budgets and autonomy to be able to act quickly and swiftly. The best marketing leaders might only have five minutes to get a briefing and process, but they will see the conviction from their social teams on why it’s important and should—as often as possible—provide a, “Sounds cool, let me know if you need my support to push it through” response.

LinkedIn post from Seattle University's Senior Director of Strategic Communications, explaining the importance of trusting your social team's expertise.

Another great way to create an environment of empowerment is to encourage them to let you know when a content series or content type just isn’t working and to provide them the ability to kill it. Far too often, social teams feel locked into continuing to produce content that just isn’t working and because it’s already been approved, they feel compelled to keep making it.

But social media doesn’t work this way.


Remember that they are the experts and that they truly know your audience better than anyone else so trusting their eye, their voice and their tactics is key.