Forcing a team to meet a weekly post quota often leads to mediocre content. A better strategy is to ditch fixed schedules and instead post extensively—even ten times—about a single viral moment when it occurs. This approach prioritizes quality and impact over arbitrary volume.
Creating viral content requires a formula: identify a dominant fandom driving conversation, understand the target platform's user base, and find a brand-relevant angle within hours. It's a strategic process of connecting cultural moments to your brand in near real-time, not a random act.
StubHub's social lead left a director role because it moved her away from content creation. She argues that leaders in creative fields must stay "in the weeds"—creating alongside their team—to maintain trust, lead by example, and sharpen their gut instinct for what is culturally relevant.
Aspiring social media professionals can bypass traditional career paths. By creating and growing a successful niche fan account ("stan account"), they build a public portfolio that demonstrates their ability to create engaging content and build an audience, attracting recruiters from major brands.