Treat Your Social Media Professionals Better

In the age of viral trends and digital dominance, there's a group of unsung heroes working tirelessly behind the scenes: the social media professionals. They are the modern-day storytellers, weaving brand narratives through captivating posts, engaging videos, and strategic community management. Yet, all too often, they find themselves in the shadows, underpaid and undervalued.

Take the recent case of the NBA's social media manager who aired their grievances about subpar pay. It's a stark reminder that even industry giants can fall short in recognizing the significance of their online image architects. While the authenticity of such posts raises concerns, they shed light on a genuine problem: the disregard for the creative minds steering the digital ship.

As someone who's transitioned from the frontlines of content creation to managing these creative teams, I've witnessed first-hand the intricate dance of innovation, dedication, and perpetual engagement that goes into maintaining a brand's online presence. These professionals are expected to be virtuosos of graphic design, photography, video editing, and communications—a tall order for anyone, and often an unrealistic one.

We must shift our perspective from viewing social media management as a one-person show to recognizing it as a multifaceted department. Can one person master it all? Certainly not. It's akin to expecting a single actor to flawlessly perform an entire play. Social media demands a team effort, with diverse skills harmonizing to deliver a symphony of brand resonance.

In an era where a single misstep can trigger a full-blown PR catastrophe, the pressure on these professionals is immense. It's a challenge that requires not only creative finesse but also strategic acumen. Yet, all too frequently, they're handed inadequate resources and expected to conjure miracles.

A crucial aspect of this issue is the leadership's grasp of social media's intricacies. It's a rarity to encounter a boss or client who comprehends the nuances of this dynamic field. A failure to understand the artistry involved often leads to misguided expectations and unrealizable goals.

Each social media post is more than just content—it's an art form meticulously crafted over hours. From Social Media Coordinators to Senior Social Media Strategists, these professionals are shaping brand narratives, cultivating communities, and defining roles within their organizations. The evolving landscape demands adaptability, making their work both exhilarating and exhausting.

As someone managing a multitude of brand accounts, my personal social profiles have taken a backseat. The mental strain is real, juggling the diverse voices of various brands while maintaining consistency and creativity.

The relatively recent emergence of the social media manager role has led to a learning curve among marketing leaders. The ever-evolving nature of this field means that responsibilities and expectations can remain unclear, even for those in the role. This ambiguity can be both liberating and daunting, as it allows for creative freedom while requiring careful navigation.

Leadership bottlenecks, a lack of creative autonomy, and last-minute changes can stifle social media teams. The remedy? Trust. Grant these professionals the space to weave their magic. They aren't crafting content for you; they're crafting it for your audience. They hold the pulse of your brand's voice and are at the forefront of customer interactions.

Social media isn't a mere afterthought; it's a beacon of your brand's identity. These professionals deserve a seat at the decision-making table. Their insights are invaluable, as they comprehend your audience intimately. Their work isn't just viewed by customers; it's witnessed by your entire company.

It's time to reshape our perspective. Let's acknowledge that social media management is a multifaceted craft that requires a dedicated team. It's a symphony of creativity, strategy, and authenticity. It's high time we not only recognize the artistry behind the screens but also provide the respect and resources that these professionals truly deserve. After all, in a world where your brand's voice echoes through social media, isn't it time to let the maestros shine?