Navigating the Social Media Realm as Managers
By: Ebonie Nikole Seals
Tags: Social Media Marketing, Social Media, Social Media Management, Marketing Strategies, Social

Social Media has completely changed the daily interactions of people around the globe. Some would even say that social media has become its own extended e-versions of the accounts they represent. Social Media, coupled with technological advances, has become a part of everyday lives. In fact, a whopping 53% of Earth's population uses social media. According to Forbes, of that 53%, approximately 4,140,000,000 social media users are actively present online. (Kemp, 2020) With over 4B potential consumers, Brands from all four corners of the earth are consistently vying for attention. Social Media accounts, specifically for Brands, are managed by Social Media Managers. Some would say their job responsibilities are limitless because there is always something new to handle…Daily! Since social media is continually evolving and expanding, so does the role of its Social Media Managers. Because managing these Brand accounts is vital, Managers must stay abreast with updates, platforms, and more. Since the explosion of the social scene, the social media industry has caused Managers to evolve into a powerful force in itself. Although many facets have changed over the years, the most important changes that Social Media Managers had to adapt and overcome include Customer Service Interactivity, Understanding Budgeting, and the ever-changing Technological Advances. In this short blog, we will explore each's dynamics to showcase the importance of how Media Managers' roles have changed within the social realm.

Customer Service Interactivity

The role of Social Media Managers is now in full swing Customer Service mode. Because more and more businesses are actively monitoring social accounts, customers are now quick to post questions and concerns over social mediums. Social managers are expected to answer quickly and professionally to all comments on social feeds. At best, this gains the company positive marks with customer service issues. At worst, customers can air their disdain over the social channels, screenshot conversations, and leave damaging reviews. Social media managers must adjust to take over roles that were once handled by customer service agents, most notably at company call centers. According to the Wall Street Journal, social managers also are shifting to coaches. This swap between servicing customers and coaching staff in “all things social” is literally changing Managers into “social-emotional experts.” (Dill, 2021) This swing in the pendulum has been one of the most significant within the social landscape from past years. The rise of social customer service is expected to be handled immediately as comments are posted.

Understanding Budgets

The duties of a Social Media Manager now include understanding the financial environment. Managers are required to possess a keen understanding of social advertisement requirements. Additionally, they are held responsible for working within budgetary restrictions while simultaneously spearheading paid sponsorship ads. The balance of ensuring the paid ads meet with conversion metrics is critical to a Brand’s success. Working within the parameters of paid sponsorships, branding, and required training, all are considerations that the Manager must adhere to. In short, the marketing budget must be supervised and detailed to specific allocations of the Social Media Department. In addition to promotions, Managers also incur costs with graphic designs and subscriptions required for content creation. Overspending or not producing favorable outcomes can be damaging not only to the Manager but the entire team.

Technological Advances

The rise of technology has given the Social Media Industry a run for its money. Everyday new technology is released, whether it's updates, Apps, or new platforms entirely. Social Media Managers must stay abreast with every change, update, and platform released into the publics’ conscious state. One new platform, Clubhouse, is a perfect example of how quickly a platform can emerge and catch Fire! In addition to new technology, Managers must be able to straddle many platforms at the same time. Many businesses have a

presence not only on Facebook, but Instagram, Twitter, and Pinterest. Different platforms require different types of content to ensure public consumption. Additionally, this position can be completely draining because social media does not stop or take breaks. With the advancement of messaging apps and mobile technology, Social Media Managers deal with a hefty load. According to McCoy, more and more Social Media Managers deal with social burn out because of the high-paced work atmosphere. (McCoy, 2021) As responsibilities continue to soar, more is expected from the social media realm, where the Managers are King or Queen!

In closing, Social Media has carried both positive and negative effects on the global economy. It has created new jobs, new educational degrees, and, frankly speaking, a new way to communicate. Communication is one of the basic human needs that all humans want and crave. Being a part of a group, a family, or social circles are all vital elements in human beings' evolution. Social Media has provided this avenue in a colossal way. As noted earlier, Social Media does have some negative aspects. For Social Media Managers, this includes professional burn-out caused by massive workloads. Another negative is that communicating online via social platforms or texting is not the same as human-to-human contact. Some critics believe that we are all drifting to breathable AI’s. Yet, others feel that spending too much time on social media, professionally or personally, creates a void in itself. In the end, Social Media and its Managers must have reasonable boundaries as we all advance through this new realm of existence and digital realities.

Sources:

Global Online Content Consumption

Hootsuite Digital Statshot Report Oct 2020

DataReportal.com

Social Media Customer Service — Business News Daily

Wall Street Journal — Your Next Boss May Be More of a Coach Than a Dictator

DigiDay.com Social Media Managers Grapple with Burnout

Infographic an “Internet Minute” Courtesy of Lori Chad