It’s time to stop undervaluing social media managers
Some companies think they can hire a social media manager who doubles as a writer, designer, strategist, SEO expert and data analyst. But they shouldn’t have too much experience, so they can be paid at a grad level. Quiip’s Amber Robinson explains why we have to start taking social media managers seriously, and pay them what they’re worth.
Now hiring: Writer, social strategist, graphic designer, campaign manager, project manager, community manager, SEO expert and data analyst. Ideally, we’d also like a web developer.
Here’s the catch: It’s all one job. And we want someone with only one to two years’ industry experience, so we don’t have to pay you much.
Great article, Amber!
I was originally hired in a social media manager role and I burnt out very quickly. This sums up a lot of how I know people in these positions feel – especially when it comes to low recognition and salary packages for the immense amount of work.
Thanks for writing this!
Social media is fast becoming a non-productive money pit. Pay-to-play required very little in the way of ability. Many C-Suiters suspect it will be just another paid advertising platform within a few years and don’t trust the rosy engagement ‘data’ coming from the platforms. The pay and status of social media staff reflect this.
I come from a social background and I agree that, given the wide ranging scope of the role (which has got even bigger since I was working as a SMM) that they are underpaid.
However, I would encourage social media managers to find a role for themselves elsewhere. Social Death is taking it to extremes with their comment above but I’d definitely say being a jack-of-all-trades with a focus on one particular group of channels is a dangerous spot to be in. You’re spread so thinly across so many disciplines (Account management, strategy, creative, production, customer service, digital development etc) that your expertise in each is somewhat thin. And as a new generation of suits, planners, creatives, producers, designers etc come through, who have deeper expertise in their area, as well as social channel knowledge, I think the social department will become a thing of the past. Your chance is to get ahead now. Swim upstream into creative or planning or design or whatever, and carve out your place now, before they arrive.
Hey, Im paid ok!
I love this article from Amber, it reveals an uncomfortable paradox at the heart of social:
1) Our business needs to have a share of voice on social, because our competitors are smashing it online
2) Social media is ‘easy’ so no need to pay an expert
3) Oops, our social strategy has failed. Let’s bring in another candidate with little experience and underpay them. But if they have experience, let’s still underpay them and overwork them too. Rinse, repeat.
The crazy thing about this situation – never before in the history of social marketing has it been easier to measure everything in a social powered marketing campaign. That’s IF your complete digital marketing lab has been set up correctly from the start by an experienced team. How many people who advertise for social media managers even know what a digital marketing lab is?
People who say social media is a waste of time suffer from shortsightedness and a lack of knowledge.
“digital marketing lab” … a just made up phrase?
Thank you Amber for writing this article and very timely that I came across it.
I have started my digital marketing + social media management consultancy and the times I have the justify myself on my pricing is ridiculous.
We still have a long way for people to understand the value that social media can bring for brands and businesses beyond the number of likes.
It’s time that social media managers band together and stand our ground for our worth.
Thank you Amber for putting this so eloquently. So much responsibility for reputation of the organisation/brand lies with our social media managers, they’re expected to be on top of things 24/7, and get paid a pittance.
It’s not always the case that one person does everything. Our coordinator implements (read: posts) our social campaigns, but everyone in the team has usually had an input, from our writer to our marketing and comms people and also our web head. And in the case of paid posts, our media people get involved too.
Hi David,
“Digital marketing lab” is a phrase with meaning:
https://digivizer.com/digiverse/taking-you-beyond-experimentation-to-better-results-faster-changes-happier-customers/
Regards,
Tim
PREACH IT!
You’re right that paid social media is just another paid channel.
Pay-to-play does pose a risk for emerging brands in particular, which is why, at Quiip, we work with many organisations to set up owned platforms (forums etc) to keep the social IP with the organisation.
Good advice, Josh! It never hurts to specialise, and gain some skills outside social for a more integrated marketing future,
If you can’t measure it, you can’t improve it!
The measurability of social is one reason I love it. But yes – you need to know what metrics are meaningful. Thanks for the comment Tim.
That’s good to hear Jacqui, I am sure it makes for better results too.
“Being an expert in Social Media is like being an expert at taking the bread out of the refrigerator. You might be the best bread-taker-outer in the world, but you know what? The goal is to make an amazing sandwich, and you can’t do that if all you’ve done in your life is taken the bread out of the fridge.”
My social hires always have to have broader comms and public affairs knowledge.