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

Learn how the legacy publication stays nimble with its social strategies and what’s ahead for social media pros.


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: If you had one word to describe your role, what would it be?
Silva: Dynamic.

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

Silva: After hours of creating endless flow charts, my biggest win has been building a cohesive audience development strategy to effectively move different segments through custom consumer journeys.

Ragan: What’s the biggest change you’ve seen with the adoption of new features and tools over the past year and a half?

Silva: Over the past year, more social users have been adapting and creating content with new features—it’s no longer just publishers or large content creators. 

Ragan: What new techniques and approaches will stick with you after the pandemic has subsided?

Silva: With social, we are always incredibly aware of resources and bandwidth to create content using new tools. So our team is incredibly thoughtful about which new features fit into our overall strategy—some do and some don’t. Not every new tool needs to be in your strategy, just the ones that work for your audience.

Hear more from Kassidy Silva during Ragan’s Social Media Conference, Sept. 9 at Walt Disney World. Learn more and register here.



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