We Need To Stop Saying Interns Run Social Media Accounts
Social Media is a full-time job like any other, so why don’t we give them the credit they’re due?
It happens like clockwork.
A brand will post something incredibly well done or tone-deaf on their Social Media accounts. And people will begin to either congratulate or shame “The Intern” behind the account. Most people have been sorely misled about who runs brand Social Media accounts and what Social Media Marketing is.
People have a presumption that those running Social Media accounts for brands are endlessly scrolling through memes and posting witty one-liners to get as many likes and shares as possible.
This couldn’t be further from the truth.
Social Media Marketing is more than posting a photo or text and hoping it goes viral. There is a strategy behind every post on brand accounts. The goal for the account can vary depending on the brand. Some brands use Social Media for their announcements and new product launches. Other brands use Social Media as a customer service platform.
While smaller brands may have a one-person Social Media team, most brands have at least a few people on their team. And with good reason. You need to have a manager, strategist, designer, copywriter, and photographer, amongst other roles.
Social Media Managers also have brand guides to adhere to when they post. They could come up with the world’s best post, but it likely won’t be published if it doesn’t fall in line with the company’s brand voice.
Oh, and have we talked about the legal department yet? Because that’s also another obstacle to be dealt with. Social Media Managers have a ton of hoops they need to jump through, which is a lot of responsibility for an intern to have. It simply doesn’t make sense.
Unfortunately, for as skilled as these teams and individuals are, they are often overworked and underpaid, and a big part of that comes this concept that Social Media is easy and doesn’t require much skill or talent.
Though Social Media has existed for over a decade, many don’t consider it a real profession. I know people, myself included, who have made a living through social media marketing. People don’t understand how much work Social Media is or its impact on a brand, and the people behind these accounts are not being taken seriously.
I’ve seen personal posts from people in the field saying they are often ignored at work. I’ve also seen them talk about how disconnected their managers and supervisors are from the mechanics of Social Media platforms.
I can relate to this frustration.
I’m very fortunate to have a manager who understands social and marketing at work, but I have had my share of strange requests at previous jobs. There were times where I was asked to place links in Instagram posts even though I clearly explained they would not work. I would be repeatedly told to share QR codes even after explaining it made no sense because people would need their phone camera to scan the image on their phone screen.
And then there’s the follower count.
Follower count may be the absolute bane of all Social Media Managers’ existence. It doesn’t seem to occur to the people in charge that followers are real people behind the screen. And when you ask for a specific number of followers in a set time with zero strategy, you’re asking for a lot.
I was asked if I could organically gain over 16,000 followers for our brand new Instagram account in less than three months.
I said, “Absolutely not.”
And these aren’t the wildest requests that Social Media Managers get daily, either. Social Media Managers have a lot on their plate, and having an intern be responsible for all these duties isn’t plausible.
Interns are supposed to be hired to learn and gain hands-on experience, not take on an integral role at the company.
While I don’t deny that companies are hiring “interns” to do all their social (they really shouldn’t), most people running Social accounts are not interns.
Speaking of giving flowers, here are a few of my favorite Social Media Managers. Please give them a follow! And if you want the tea on what Social Media Managers are experiencing, give @SippinSocialTea a follow on Twitter!
Jon-Stephen Stansel — J.S. Stansel
Anthony Yepez — AnthonyYepez
Alexa Heinrich — Alexa Heinrich
