I recently read an article from CNN Fortune describing how the position of Social Media Manager is dead. This post has been shared a lot and I've seen it numerous times in my various feeds. And while the article brings up some valid points about the changes in this industry, I would argue that, not only is the social media manager not dead, but this position is even more important than ever.
The article focuses on the fact that more and more positions are requiring social media experience. That more and more people are involved in the actual management of social media for a company. And I don't refute this at all. The statistics prove it, and anyone paying attention to business and marketing can see this trend. Where social media used to be housed in the marketing department, now it carries over into Human Resources, Sales, Customer Service, IT, as well as Marketing.
But, for those companies large enough to have multiple departments, and multiple people interacting on social media on behalf of the company, I argue that a qualified social media manager is so much more important now.
Can you imagine if you left your social media management up to four different departments to "figure it out". The messages would be discombobulated, disorganized, and maybe even irrelevant. How would you maintain consistency? Who would take responsibility for after-hours posts and responses? Who would ensure that the social media policy and strategy are adhered to? Who would perform analysis and determine if campaigns are successful?
This is why, absolutely, you must have a social media manager. Sure, the title of this position may evolve over time and the overall responsibilities may shift to accommodate current trends and business needs. But, you must always have at least one person who will oversee all of your social media practices. You need that central position to oversee all of the various employees and departments who now have their hands in the social media pot.
Outstanding article Jenn; agree totally with all of your points. While the job requirements may be evolving, it’s imperative to have individual(s) who can keep up with the rapidly changing social media environment and pull it all together into a cohesive strategy.
Thanks Nancy! I’m glad you enjoyed the post. And, yes, social media is a rapidly changing environment and it’s so important to have someone well trained, and who is continually training, overseeing how social media is managed for any company.
Great points Jenn. A central unit (no matter what its officially called) that manages the social media practices is needed. The question is where will said position be housed? It depends on the company if it makes sense for the social media manager to be housed in HR, IT, Sales or Marketing.
Thanks Julia! I’m glad you liked the post. The question of where to house Social Media will continue to be debated as it does fit into all departments. I still feel like it should belong to marketing/PR since you really want to ensure that your voice and messages coincide with other marketing practices. However, there is a strong case for it being housed in customer service as well.
Hi Jenn,
I’ve seen this article pop up a lot too. I agree with you about the importance of having one person guide a team. My key take-away is the importance of teaching a team. I think there was a bit of SM hysteria and perhaps it was more reactionary–We have to do this! vs. planned. The SM role probably went to one of the younger people in a company who may not have as much business experience. Teaching a team to contribute to SM efforts adds more depth.
Hi Lynne! Thanks for your comments. You bring up a very important point that, as social media matures, it is very important to ensure that the social media manager is well trained in various aspects of business and not just how to post to Facebook and Twitter.
Totally agree with you Jenn. While everyone can “do” social media there still needs to be someone monitoring and thinking strategically for the corporation as a whole or things can get messy fast!
Thanks for your comments, Janet! There definitely needs to be strategic plans to avoid those messes!
I have also seen this article a lot. I think with the advances in automation, and with the economic times we now live in, companies are looking for ways to save money. If they can have someone wear many different hats, and not solely be a social media marketing manager, that’s better for them. At least in their eyes.
I agree, it’s a full-time position that needs to be in place, but sadly, companies don’t get that.
Thanks for your comments, Jarrod. And, yes, so many businesses, even those not “cutting back” believe that social media can be just “one more” hat for someone to wear. And then they wonder why they don’t get results!
Very true Jenn. So many companies I’ve worked for seem to view social media as something that isn’t really necessary. They really don’t understand how it can influence sales, be a listening post for the company in terms of HR and customer service issues, and help with SEO.
Absolutely Jarrod. It’s unfortunate, but Social Media is still very “young” as a business practice so, hopefully, these mentalities will change with time.
Excellent points, Jenn! I saw the article on Twitter, but didn’t care to read it. I agree, it’s probably more important than ever to have someone know what they are doing manage social for businesses.
Your neighbor’s friend’s sister’s out of work brother does NOT count. Hire a company that knows what they are doing. Now finding a good company is a whole ‘nother story 🙂 The beauty of social is it is very transparent and companies can do their “homework” before hiring a guru/ninja/rockstar/ENTER STUPID CLICHE NAME HERE.
🙂 Thanks Adam! I’m glad you enjoyed my post, especially since you chose not to read the original. I have to admit, the title of the original drew me in only because I knew I disagreed!
And, no, your neighbor’s friend’s sister’s out of work brother does NOT qualify as a social media strategist, anymore than your teenage daughter’s friend who only uses SnapChat because Facebook was so, like, last year 😉