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Social media success comes from systems that keep your team organized and empowered.
“Probably one of the least glamorous aspects of your role as a social professional is building content systems,” Sarah Eisenmenger, director of brand marketing at Toast, said during Ragan’s 2025 Social Media Conference. “But it’s definitely one of the most valuable. It can really enable you to create a steady stream of content that’s entertaining, fun, thumb-stopping. All the things your audience expects.”
To do this, here’s what Eisenmenger said worked best.
Before your team gets to work, first decide where different types of conversations will happen.
“Communication is the foundation of every great relationship…having clear roles and responsibilities is critical,” Eisenmenger said. “It’s not about control, it’s about empowerment.”
Use Slack for approvals or any back-and-forth planning, Google Docs for briefs and project management tools like Asana or Trello to track progress and deadlines. These should be channels everyone can access, engage in and edit.
Everyone should understand their role and know what they own.
“Even if you’re a team of one, these systems matter,” Eisenmenger said.
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