Ish Verduzco’s Post

social media managers drafting tweets from the engineering blog:

I'm really not sure what will happen with the TikTok ban, But I do know creators who have built 90%+ of their total social audience over there. And they make most of their revenue from sponsorships, collabs, & merch. Which will essentially go to zero if they are unable to figure out a monetization strategy that doesn't rely on that audience. Pretty sad. If there's ever been a wake up call to diversify your social presence, now is the time. What to do: → Cross-promote top performing content across different platforms. → Encourage people to follow your other accounts for differentiated content. → Start a closed group where you can engage with your community directly (via discord, telegram, whatsapp, circle, slack, etc.) → Grow an email list of your most loyal followers so that you can contact them if shit hits the fan. I had my wake up call back when I built up a few huge FB biz pages during the 2014-2017 era and had organic reach reduced down to basically zero. One account with 300k followers went from thousands of engagements per post to ~200 views, 4 likes, 0 comments, per post. Absolutely wild. Hundreds of hours wasted. We're building on rented land. Diversify. Own your audience as much as possible. And don't put too much confidence in these apps. (especially if you rely on them for your livelihood) They have more power than you think.

Personal Opinion: If you're gonna hire a social media manager, they need to be obsessed with the main platform that your business needs to have a presence on. Not a catch-all manager. Someone who is already spending a ton of time on one platform. So much that they know it better than most people. They understand nuances when it comes to format, copy, imagery, etc. They already consume a ton of content on that platform so they know what "good" content looks like. They're on top of the trends and can advise on a day-to-day basis (since things move so quickly). They can answer almost any question on the spot either due to their past experiences, current experiments, or overall observations. If you need someone to build your LinkedIn presence, make sure they really know the platform not just someone who has worked at big brand companies who hasn't actually managed an account in years. Same for IG, X, TikTok, etc. This doesn't mean they need to have a huge personal following or active presence, because they could have spent all of their time creating for brands. But it should be clear in the interview process that they know their stuff when it comes to platform-specific strategy.

Social Media & Community Managers are some of the best informed people inside each company. They're consuming hundreds of data points every day while also interacting with customers, users, & potential partners. Leverage them to inform your product and business decisions.

Community Management is customer service at scale. While also attributing to brand sentiment, sales, product, growth, and user research. It's much more than just going through your replies every day. It's one of the highest leverage points for your business (when done right).

"I want to post more on social but don't have time" Schedule. Carve out 2 hours a week (or however much time you can spare) and create + schedule content for the week ahead. If having an active social presence is important to you/your business then make it a priority.

How to increase your content engagement: 1/ Create content your audience wants 2/ Format for the platform you're posting on 3/ Prompt ppl to turn on notifications 4/ Do community management daily 5/ Link top post via email & website 6/ Repurpose what's worked 7/ Focus on consistency What else would you add?

Social content done right is like having an army of sales representatives that work for you 24/7.

The new Meta AI ad is fire. Feels like a Reel, solid pacing, entertaining, length of video is just right ~1 min, music is fun, and actually shows the product in use. Also love that they published it via Zuck's IG. 10/10

Running out of things to post? Open up your analytics. Look at the top performing posts in the past 6 months. Identify themes. Which topics performed best? Turn these into recurring series. No need to reinvent the wheel if what you're doing is already working.