The Biggest Misconception About Social Media Managers (And Why It Hurts Your Business)

These days, it feels like businesses don’t really understand the difference between a Social Media Manager and every other role in the marketing department. When a company hires a Social Media Manager, they somehow expect that person to also be a Content Creator, Graphic Designer, Copywriter, Video Editor, Videographer, Ads Specialist, Marketing Executive, SEO Specialist, Campaign Manager, KOL Manager, Community Manager, and whatever else you can throw in.

As someone who’s been in the field, let me tell you: the expectations are absurd. And when I try to educate businesses about this, the response is usually, “You’re not equipped to do the job,” or worse, “You’re not proactive enough to learn new skills.”

Excuse me? There are people who study for years to become professional designers, marketers, or communication experts, yet you expect one single Social Media Manager to possess all those skills at once? No wonder so many businesses’ marketing efforts flop. Maybe the problem isn’t the Social Media Manager, it’s the management itself.

Here’s the truth: if you want a successful campaign, marketing strategy, or strong social media presence, you need a team. A Social Media Manager can’t and shouldn’t be expected to ideate, create, execute, analyze, and improvise content all on their own. That’s the fastest way to burn someone out and destroy the quality of your marketing efforts.

Yes, I’ve worked with a few “unicorn” Social Media Managers who can design, write, and execute campaigns all at once. But guess what? They’re usually underpaid and overworked. A proper Social Media Manager’s role is to oversee the brand’s presence strategically:

• They research and study the audience.

• They analyze content performance.

• They report findings and insights.

• They plan the next strategic move.

• And most importantly, they collaborate with the right people to bring the best content forward.

That’s how it’s supposed to work.

So the next time your marketing campaign flops, ask yourself: who do you actually have in your marketing team? If it’s just one person doing everything, maybe it’s time to reconsider your structure or hire an agency to support you. Social Media Managers are not miracle workers. They’re human too, and humans will face creative blocks. Don’t blame them alone when things don’t work out.

To my fellow Social Media Managers, I pray for our well-being and hope we’ll all be understood and fairly compensated for what we do. And to businesses, if you’re a small startup without the resources to hire a full marketing department, please consider working with an agency to help you get started. Trust me, your brand (and your sanity) will thank you.