Ask an Expert: How to Manage a Successful Social Media Presence

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Carla Marshall
April 18, 2024
expert advice on social media presence

In today’s digital age, a strong social media presence is absolutely essential for brands and creators alike. With billions of active users across various platforms, social media offers unparalleled opportunities for engagement, brand building, and reaching target audiences. 

Sharing your videos on social media is one tactic creators can use to drive early views on a video, which is one key to sending the right signals to YouTube to boost your video in the critical first few hours. 

Managing a successful presence requires more than just posting occasionally; it demands a strategic approach tailored to your goals and audience.

We spoke to Gina Masilotti, Senior Social Media Manager at TubeBuddy and our parent company BENlabs, on how to build and maintain a social media presence across various platforms. Gina currently works on the following social accounts:

TubeBuddy: Twitter/X | Instagram | Facebook | TikTok | LinkedIn | YouTube

BENlabs: Twitter/X | Instagram | Facebook | LinkedIn

How to Manage a Successful Social Media Presence as a Brand or Creator

social media presence across platforms

Tubebuddy is at the Center of the YouTube Community. How Do You Keep Up With Industry News So You Can Pass On Insights To Followers?

Gina Masilotti: Beyond subscribing to newsletters and joining relevant communities, I’ve discovered that following other creators and industry experts is the best thing you can do to stay up to date in this industry. 

Platforms like Twitter and LinkedIn are best for this because news travels fast. I’m often able to see the latest YouTube feature update or TikTok announcement on one of these platforms hours, if not days, ahead of traditional sources. 

By constantly tapping into these networks and staying active on social media in both my professional and personal life, I’m able to gain access to timely insights that not only contribute to my own content strategies but also allow me to keep the TubeBuddy audience in the loop. It’s amazing what you can learn with just a few hours of scrolling.

What Are The Specific Challenges You Face Doing Social Media For Two Different Brands? How Does Your Strategy Differ For Tubebuddy Compared To its Parent Company Benlabs?

GM: At first, one of the most challenging parts was figuring out each brand’s unique audience and determining which platforms made the most sense. This meant several months of crafting strategies testing different content types for every social platform and closely monitoring all audience interactions until things started to fall into place. 

For example, while LinkedIn was a no-brainer for BENlabs due to its B2B nature, TubeBuddy thrived on multiple platforms like Instagram, Twitter, and TikTok, given its B2C focus. It took a lot of industry research, scrolling, content testing, and strategy experimentation to get things to where they are today. It’s an ongoing (and fascinating) challenge, too, as algorithms change and audiences grow – so the strategies we implement are constantly evolving.

What Are Your Social Media Goals For Tubebuddy?

GM: To build a larger, more vibrant, and more inclusive creator community. We already have an incredible community of YouTube creators, but the main goal for me right now is to use our social channels as a way to expand what we know and what we do best to the creators out there on ALL platforms. Ideally, our channels become hubs where creators of all backgrounds and sizes can come to learn from each other, inspire one another, and connect.

What’s in Your Social Media Toolkit? What Tools Are Essential For You To Do Your Job As Efficiently As Possible?

GM: My toolkit has definitely expanded in the past several months thanks to AI, but my ride-or-die tools have always been Sprout Social and Canva

  • Sprout for streamlining scheduling, metric reporting, and simple community engagement all in one place, and 
  • Canva for content creation and brainstorming sessions. 

Some newer tools that I love are Taplio for finding LinkedIn-specific trends, Manychat for DM automation (a GAME CHANGER for CTAs on Instagram), and ChatGPT for idea generation and copywriting inspiration.

What Does a Successful Social Campaign Look Like For You?

GM: Something that’s unique and memorable. When it comes to data specifically, engagement is the most important success metric I’ll measure for a campaign. Sure, impressions are great because it’s getting eyes on your brand, but if your audience isn’t interacting with the content, that means it’s not resonating with them. I’d take a high engagement rate over a ton of views any day. 

How Do You Build a Community Around a Brand? 

GM: Building a brand community is all about experimentation and authenticity. I’m continuously testing content to see what resonates (and what doesn’t resonate) with our audience, adapting our approach based on their feedback. 

But beyond just posting, we actively engage with our community, keeping a genuine and relatable presence across platforms. By staying true to our brand voice and values, we’re able to build connections that go beyond mere followers.

What Is Your Top Tip For Any Team Tasked With Managing a Social Media Presence?

GM: It’s easy to feel pressure to be everywhere at once, to juggle multiple platforms with finesse, but the truth is: you don’t have to spread yourself thin. Don’t be afraid to take risks and try new approaches, but don’t get discouraged if they don’t immediately take off. 

Embrace the unknown, constantly experiment, and never stop learning. It’s not about perfection, it’s about progress. And when you find that sweet spot of what DOES work, it’s an incredible feeling of accomplishment.

How Do You Future-Proof Your Content Against Platform Algorithm Updates?

GM: To be honest, it’s nearly impossible. Algorithm updates happen, and they happen often. With one shift of the algorithm, your best-performing content one week could be your worst the next. Instead of attempting to future-proof my content, I prioritize staying up to date on what’s happening in the industry and closely monitor any platform changes. 

To me, this means subscribing to newsletters, following creators and industry thought leaders, actively participating in relevant communities, and constantly consuming content. I also always leave room in my content calendars for adjustments and experiments, recognizing that new platform trends could often mean needing to pivot quickly.

social media platforms

What’s Your Favorite Social Media Channel To Work With And Why?

GM: As much as it drives me crazy, it will always be Instagram for me. I started my own creator journey on Instagram, so it will always hold a special place in my heart. As frustrating of a platform as it can be, I think that’s weirdly why I love it. I love a challenge, I love trying new things and I absolutely love taking risks. 

Instagram never fails to keep me on my toes – which tends to bring out the best in my creativity. One of the things I love most about my job is how drastically different each day is. Have I been annoyed, burnt out, and frustrated in my 8 years in the industry? Absolutely. But I can say with confidence that I’ve never been bored.

What Are The Top 5 Skills You Think Every Successful Social Media Manager Should Possess?


  1. Strategic thinking is key to aligning your social media efforts with broader business goals. This means setting clear objectives, identifying target audiences, and creating comprehensive strategies to achieve your desired outcomes.
  2. A basic understanding of metrics and data is crucial. You don’t need to be a data whiz, but understanding metrics provides valuable insights into audience behavior and content performance. This allows you to track progress, pinpoint areas for improvement, and adjust your strategies accordingly.
  3. Creativity. This may seem like a no-brainer, but in a saturated industry, creativity is your secret weapon. Thinking outside the box and bringing fresh ideas to the table is essential for standing out and capturing audience attention amidst the noise of social media.
  4. Adaptability is non-negotiable in the ever-changing social media landscape. You must be ready, and willing, to pivot quickly in response to new trends, platforms, and algorithm updates. Flexibility and adaptability are vital for navigating uncertainty and seizing emerging opportunities.
  5. The ability to wear many hats. Social media managers often don’t have a choice when it comes to this, as most are one or two-person teams juggling multiple responsibilities from content creation to community management, analytics, and strategy development. Successful managers excel at multitasking, prioritizing tasks and seamlessly transitioning between roles. While this can be challenging, it’s a tremendous learning opportunity, and the reason I’m thankful for all of the challenges that have come my way.

Tell Us About Yourself – How Did You Become a Social Media Manager?

GM: From a young age, I ALWAYS wanted to be a writer. It was what I enjoyed, and (at least what my parents told me) I was great at. So naturally, I pursued a career in journalism. But after a year of writing 8 articles each day about celebrities, I already felt burnt out at just 23 years old. As one of the younger employees at the company at the time, they also had me running their Twitter accounts. I didn’t really know what I was doing, but I loved that it allowed me to be creative beyond the strict rules of traditional media.

From there, I fully immersed myself in the world of social media. In those early days, Instagram was a simple filtered photo-sharing app, the only known influencers were the Kardashians, and brands were JUST beginning to recognize the power of social media. It was all new, and exciting, and even though the future of social media was unknown at the time, I’m so happy I got into it when I did. Sure, it was still kind of a risky career choice, but it allowed me to meet (and learn from) SO many incredible people along the way, expand my knowledge in many different niches, and approach challenges with a “learn as you go” mentality.

social media success

How to Succeed on Social Media as a Brand

Amidst the vast sea of content, quality reigns supreme. Crafting compelling, relevant, and visually appealing content is essential for capturing attention and driving engagement. Experimenting with various formats, such as videos, images, and infographics, can help diversify your content strategy and cater to different preferences.

To navigate the complexities of social media effectively, it’s crucial to start with a clear understanding of your objectives. Whether you aim to increase brand awareness, drive website traffic, or generate leads, defining your goals will guide your content strategy and measurement tactics. Additionally, knowing your target audience is key. By understanding their demographics, interests, and behaviors, you can create content that resonates and fosters meaningful connections.

Consistency is another cornerstone of successful social media management. Regular posting helps maintain visibility and keeps your audience engaged. However, consistency extends beyond frequency; it also pertains to brand voice, aesthetics, and messaging. Establishing a cohesive brand identity across platforms reinforces your brand’s credibility and strengthens its recognition.

Engagement is the heartbeat of social media success. Responding promptly to comments, messages, and mentions humanizes your brand and nurtures relationships with your audience. Furthermore, actively participating in conversations, sharing user-generated content, and collaborating with influencers can amplify your reach and foster a sense of community around your brand.

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