And we wonder why burnout rates for social media managers are so high.
An SMM’s hierarchy of needs
Social media managers need to be a part of a professional community of others in their field.
What they don’t need are “tips and tricks.” They need reassurance. They don’t need someone to tell them to “ignore the trolls.” They need understanding when it comes to the level of difficulty that comes with their job. And they don’t need algorithm hacks; they need communities to share ideas with and workshop.
They need to attend conferences, join professional organizations, find online groups, and develop professional relationships with other social media managers outside their place of work. They need to build trusted groups of like-minded social media managers with whom they can share their thoughts, aspirations, frustrations, and struggles.
They need to have Zoom calls, group chats, and long talks over coffee (or something stronger) with others who have been on the receiving end of the firehose of comments and information overload that social media managers face every day. They need to be around other chronically online creative marketers who understand the value of a well-timed meme. They need peers with whom they can discuss their jobs who won’t say “I thought interns did that” or the all too common “Oh! You must have so much fun!”
They need to be around people who love the job but also know that it’s far more than clever posts and viral moments.
How to really appreciate your SMM’s
So, how can you support your social media manager?
Give them the budget and time to attend professional conferences–preferably in person. Instead of sending them articles on the latest memes and trends, send them information on conferences they should attend. Encourage them to join professional organizations and online groups for social media managers. Set up introductions to social media managers at other companies. Help them find mentorship opportunities with more seasoned social media professionals.
And give them the time to do it. Let them take that long lunch with a fellow social media manager, participate in that X (formerly Twitter) chat, and skip a meeting to sit in on that webinar.
But most importantly, give them positive feedback and be willing to listen to them yourself. Take the time to learn about their job and its highs and lows. Pop by their desk and ask them about their work and what they need to do better.