Several years ago I wrote this blog post about explaining social media marketing to my dad.  Today, I saw this article shared on LinkedIn about a very similar theme - that social media isn't taken as seriously within the organisation as it should be.  

Let me explain.

Your social media manager is on the front line.  They're listening to conversations about your brand, they're often the first to stop a swirling crisis erupting and they're trying very hard to inject personality into your social brand, quite often in the absence of a company-wide employee social media activation program

They have a tough job.

This article perfectly summarises the multi-tasking role of a social media manager/strategist/director.   The stereotypical memes and the 'bolt-on' social media posts required for digital marketing campaigns.

Over the last 12 months, your social media manager hasn't just juggled a few plates - they've been juggling a 48 piece, limited edition, gold plated crockery set (otherwise known as your brand).  Here's why: 

They're always on (social media doesn't clock off at 5pm)

They're content curators

They're content creators

They're connecting with your customers

They're conversing with your prospects

They're risk mitigators

They're data analyzers

They're brand storytellers

They're creative designers

They're quick thinkers

They're experienced influencers

They're your eyes, ears and mouthpiece

They're tired

Your social media team has an eclectic mix of skills.  They can communicate across the organisation, turn your brand narrative into digital storytelling and understand the importance of creating communities  that have conversations. 

What I love most about this article is the question it raises at the end.  As we engage more with our customers, prospects and future employees via digital conversations, who better to lead that online approach than your multi-tasking, storytelling, experienced digital expert?

Social media is transformational for every part of the organisation - not just marketing.  Let's elevate the conversation internally so the C-Suite truly understand it's importance.