Be ‘incredibly aware of resources and bandwidth’ when creating social media content, says TIME’s senior social strategy manager

Over the past year and a half, a flood of new features on social media platforms have required social media practitioners to be deliberate and discretionary about which features are worth folding into their ever-evolving marketing and communications strategies.

The organizations that see the most success with these new features are also intentional about where and how those features fit into their sales and marketing funnel to better understand whether each tool is worth the extra budget and resources.

Ahead of her session at Ragan’s Social Media Conference at Walt Disney World on Sept. 9, we caught up with Kassidy Silva, senior manager of social strategy at TIME, to learn how her team has determined what new features and tools on social media are worth integrating into the publication’s larger digital strategy.

Ragan: What’s one thing in your morning routine that sets you up for success for the day ahead?

Silva: A large glass of Stok Cold Brew Coffee … nothing is accomplished without coffee.

Ragan: What element of your cross-platform social media strategy at TIME do you consider your biggest win?