""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.""
""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.""
""Even if you're a team of one, these systems matter," Eisenmenger said."
Build content systems to enable a steady stream of entertaining, thumb-stopping social content. Decide in advance where different types of conversations will happen and assign channels accordingly. Use Slack for approvals and planning, Google Docs for briefs, and Asana or Trello for tracking progress and deadlines; ensure channels are accessible and editable by all. Establish clear roles and responsibilities so each person understands ownership and tasks. Treat systems as empowerment rather than control. Decide channel responsibilities before production begins to reduce friction during content creation. Systems matter even for solo practitioners.
Read at PR Daily
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