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Social strategists come up with what needs to be said and when. Then they hand that off to the creative team who works on how to say it. Then they regroup with the strategist to make sure it’s hitting all the messages. Works great. Social strategists are the most useful strategists. Awesome people usually.
It works well on my account. After the first CD review I usually make a meeting with strategy and community management and the media team to show them the lead ideas. That way they can be thinking about how they can add / advise and they feel invested. Also avoids team meeting surprise feedback. But to make it work everyone has to understand their role (ie are you an influencer or a decider).
We’re not a SAG shop and it’s only recently our clients have started shooting for TV instead of just for social. This process comes more into play for projects that also include events / experiential. Generally we try have separate TV and social content budgets that allow for us to get social out of the video shoot without sacrificing production quality.
I treat the social and content people like teams. They show me ideas the first couple of rounds so they get exposed to the filtering process. Then no matter what, they stay on to help “plus up” ideas If they weren’t able to get a concept in the mix