Something to keep in mind regarding social media: planning is essential for sustained success. Everything your social media manager is doing, from posting to interacting with followers, is (or certainly SHOULD be) planned.
You should rarely if ever need to ask your social media manager to "post about this right now." Why? Because your social media manager shouldn't just be sitting around thinking about what to say that day. What they post/share, post frequency, follower engagement, and the purpose of all of that, should be very strategically planned. Asking them to post something immediately and out of the blue shows a lack of understanding about the true strategy and skill they bring to the job. Remember - an overall strategy is crafted with the long term in mind, so random, spur-of-the-moment alterations to the strategy could very well throw the entire social media strategy off its optimal path.
Social media managers: Make sure people in your organization know what you're doing and why. Explain your social media strategy so as to clarify your objectives and methods.
Everyone else: Plan! Early on in your project or campaign, bring in the social media folks so they can incorporate your needs into their overall social media strategy and work on creating high-quality content for it. Your success will be magnified the more your social media is in harmony with your other efforts.
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