Paige Tapp, the Senior Social Media Manager at BÉIS, emphasizes a balanced approach to social media that prioritizes genuine connections over viral moments. Her background as a professional athlete informs her perspective, where she learned the importance of storytelling and teamwork. Tapp believes that social media should be fun and creative rather than overly constrained by traditional business structures. At BÉIS, the focus is on flexibility and adapting to audience preferences, which leads to innovative content creation. In her conversation, Tapp highlights the effectiveness of behind-the-scenes content, noting that it often outperforms polished final products. She provides a clear example: a viral video with 30 million views generated minimal clicks, while a long-form, educational video with only 50,000 views led to significantly higher engagement and conversions. This underscores her point that metrics should align with specific goals—whether that's reach, engagement, or conversion—rather than relying on a single KPI. Tapp also shares insights from her personal content creation, stressing the need for social media managers to engage with their own platforms. She encourages experimentation, suggesting that trying new ideas is essential for growth. Ultimately, fostering a sense of community and collaboration within teams can enhance creativity and reduce stress in content creation.