There are consumers, admirers, and members of the general public monitoring businesses‘ social media accounts round-the-clock, in real time, and with high expectations. Users of social media expect to see a regular stream of informational items in their feeds in addition to creative material, dialogues, inspiring true and meaningful connections, and virtually instant replies to inquiries and comments.
Some social media managers may feel overwhelmed by the increased demands placed on them to stay on top of it all. A former social media manager for a popular TV programme spoke up about the challenges of the modern social media manager in this installment of Digiday’s Confessions series, in which anonymity is traded for honesty.
The following discussion has been simplified and adjusted for readability.
What challenges have you encountered working as a social media manager?
Managers of social media platforms are paid a pittance. A lot of companies, though, continue to handle it as though it were a relatively novel field. The minimum age would be at least 12 years. As a result, they frequently shrug their shoulders and say, “We don’t know what we should pay. This has its limits. No amount of effort will yield better results. Worst worse, competitors are hiring and offering salaries that are nearly twice as high. And you think, “Well, this is actually possible.”
Furthermore, people like me who maintain social media accounts are often made fun of. It was as if we were each a “army of one.” Some may view that as only thinking about tweets, which doesn’t seem difficult and hence shouldn’t be paid too much. Well, I can see your point of view. But, it is not often our practise. It’s true, we’re manufacturers catering to the graphic design industry. We like to think outside the box. Quite a bit of the material inspiration is on us to provide. Client collaboration is essential. Simply said, we need to always know what’s happening in the world of popular culture. There’s a lot involved, and some companies want you to work for little or no pay. In my opinion, that highlights one of the major issues.
Is there something you wish higher-ups in your company knew about the demands placed on those in charge of social media?
Their high standards [may be a problem at times]. The ability to be reached at any time is essential. Yet, at times it verges on the absurd. On rare occasions, I find myself in need of instantaneous internet access when travelling by air. Working on social media might feel like working all the time. Tweeting is a constant activity, so get used to it. In my previous position, I helped produce a television programme. On a Friday night around midnight, I felt obligated to answer to a prominent actor who had tweeted at us. So, yeah, that’s sort of a bummer. It’s also a lot of fun, by the way. It’s the equivalent of an exciting line of work. You seem to be very alert and ready for anything. It would be good, though, if you were valued a little more than you now are.
Can you think of any aspects of the job that you would like to alter?
I really hope someone can assist me. Everyone who manages social media for a major company, whether it’s a startup or a household name, needs assistance sometimes. You need to hire an intern, an assistant, and a graphic designer at the very least. We need some kind of framework. Although it may seem like I’m only referring to myself, I really know quite a few social media managers that work in a similar capacity. You aren’t provided nearly as much assistance as you might need.
Employers’ unrealistic expectations that a large number of a social media manager’s postings will go viral is a persistent problem. So, what do you think of this, which adds stress to the jobs of social media managers?
It wasn’t as much of a problem for me. In my prior employment, I was allowed a great deal of independence. It was more the indifference of my superiors, who were like, “Sure, just make the brand seem nice. Whatever. What’s the big deal?
In order to be successful, [brand marketers] must comprehend the current state of the social media ecosystem and the dynamics of virality. Parents today only learn about the term “viral” from their children. They have no concept of what you just said. They are just aware of what this signifies in terms of spreading its fame. In what ways may something like this gain traction with the public? Also, they seem to just assume things on their own. They have unreasonable expectations of those who oversee social media accounts. It’s not easy to make anything become viral.
Would you consider taking on the role of brand manager again?
That would depend on if an appropriate opportunity and funding became available. It seems like it’s worn off on me a little. The truth is, I really don’t like being forthright about it. I’m currently [in my 30s]. When I was 25, I began my previous position. And I was really on the up-and-up, you know? I was up to date on all the latest social media fads, including Snapchat and Instagram. You used to be able to get away with not knowing about any trends, but not anymore. Honestly, I believe it’s more of a kid’s thing.