I’ll start by admitting that I’m not a social media manager. Not at all. But I’ve ended up living in their world, avoiding content schedules, seeing real-time meme crises, and seeing flawless material undergo 19 rounds of changes because someone in legal “had a feeling.”
They appear to have the ideal job from the outside. Posting clever one-liners, working from home while sipping coffee, and monitoring likes as if they were stocks. However, there is a level of pressure behind the promoted posts and carefully chosen content that I didn’t completely comprehend until I watched one (or five) in action.
The Mental Gymnastics at 3 AM
Do you believe that 5 PM is when their day ends? Try 3 a.m. They don’t sleep, and neither does Social. It’s a job that, often, runs in crisis mode, whether it’s putting out a brand fire, responding to a direct message that needs to be responded to in 20 minutes, or freaking out because someone unintentionally tweeted from the wrong account (again).
The Conflict Between Corporate and Creative
I’ve seen social media managers provide hilarious, amazing ideas that are diluted to the point of being as tasteless as toast. Guidelines for brand voice.
Approvals from stakeholders. “What if someone interprets it incorrectly?” Their work involves more than just coming up with brilliant ideas; it also involves being persistent enough to defend, edit, and occasionally bury them.
Everybody is a Critic
Everyone believes they know how to do social media better because of something about it. “What prevented you from posting about this trend?” “That hashtag is illogical.” “Is it possible for this to go viral?” They could fill a book—and not a small one—with the volume of unwanted advice they get every day.
But Additionally… The Magic Is in the Wins
From time to time, something emerges. A customer direct message becomes a brand love story, a post goes viral (on purpose), and the comments area evolves into a heartwarming hug fest. I’ve watched them light up—light up—after a viral post or a moment in the community that brought home to them why they do this. That fervor? It’s true.
So, no, I don’t manage social media. However, I greatly admire those who are. They are the cultural interpreters, the digital-first responders, and the people who make magic out of 280 characters and a popular song. Despite being behind the scenes, they are the brand’s true MVPs.
The next time you come upon the content you adore, perhaps leave a comment or a heart. You observed a social media manager there, and they’re letting out a little sigh of relief.
