What Social Media Success Looks Like in a Post-Follower World

Hearn leads the organic side, while Coleen O’Hara, senior social media marketing manager of Free People, leads paid. And they work together closely.

O’Hara explained that Hearn and her team are the “creative and content pros,” choosing content that’s more community-led or engagement-driven. Then O’Hara’s team reviews that content to determine how they can balance it out on the paid side.

“When we come to the end of a campaign, and we’re looking at a recap, it’s not just what organic saw, but what organic and paid saw together,” O’Hara explained. “There’s a ton of learnings we then share back across our two teams, and that’s been really helpful.”