What changes when the presence moves?
A social media agency provides concepts, campaigns, daily posting, community management, and a report. A Social Growth Digital FTE on ftes.ai owns the daily presence: native drafts per platform from the Brand Brain and approved facts, routine replies proposed within written reply rules, scheduling, and measurement per platform with unmeasured items labelled. Everything sensitive escalates to a person. The migration moves the daily presence and keeps the concepts, the campaigns, and the crisis handling with people.
The comparison piece on a social media FTE against an agency sets out the division; this guide is about the move.
What should you keep with the agency?
Creative concepts and campaign ideas, which the FTE executes as posts once approved. Influencer and partnership work, which is relationships. Community strategy and the handling of any crisis, complaint, or controversy, which the always-escalate list routes to people at every level. Paid social, if the agency runs it, until a Performance Ads FTE is considered separately. And the agency's knowledge of the brand's voice per platform, captured into the Brand Brain at the start with their review.
Agencies usually narrow willingly to the creative and strategic work; daily posting was their least profitable line.
What moves to the FTE, and in what order?
First, record the baseline per platform from the platforms' own analytics where connected: posts per week, engagement the platform reports, response time to comments, and the agency's fee. Second, write the reply rules and the escalate list with the brand manager and the agency, connect one platform with dedicated scoped credentials, and have the agency review the Brand Brain's voice for that platform. Third, run the FTE on that platform gated for a month, approving drafts and replies, while the agency continues the others. Fourth, at the first review, read the send-back reasons and the escalations, then move the next platform. Fifth, after a quarter, narrow the agency to concepts and campaigns.
The ninety-day social growth piece in the library runs the first platform in detail.
- Baseline per platform from the platforms' analytics
- Reply rules and escalate list written first
- One platform with the FTE, the agency keeps the rest, then the next
What breaks in the first month?
The reply rules. The agency's community managers replied from judgement, and the first written rules will be too narrow in places, producing escalations that a person would have answered routinely, and too wide in others, which the send-backs will catch. The rules are revised at the first review. Voice breaks per platform: the agency wrote differently for each platform without writing that down, and the tone send-backs in week one capture it. And reporting breaks: the agency's report showed reach; the FTE's Performance tab shows what the connected platform reports and labels the rest unmeasured, which is less and truer.
The brand safety piece describes the reply rules and the escalate list the migration writes.
What does the record show after a quarter?
Posts published per platform with their approvals and the fact gate's results. The reply approval rate with reasons, showing whether the rules and the voice have settled. Escalations by reason and their summaries, which the agency never produced. Engagement where the platform reports it, against the baseline, and unmeasured where it does not. Cost per post from the role's usage against the agency's fee. And a Brand Brain that now holds the per-platform voice with provenance, which the company owns.
The monthly review note template gives the fields for each platform.
What should you refuse during the migration?
Moving every platform at once. Promoting routine replies to autonomy in the first quarter, or replies about people, complaints, or prices ever. Letting the FTE handle a controversy; that is on the escalate list at every level and goes to a person. Reporting reach the platform cannot show. And ending the agency's creative scope, because the FTE executes concepts and does not have them.
The myth piece on AI employees being just chatbots explains why the daily presence is a function with a remit rather than a posting tool.