The Social Media Manager is Dead…
Long Live the Digital Strategist.
There was a time… simpler, sunnier days, when being a Social Media Manager meant uploading a picture of a croissant, slapping on a #SundayVibes, replying to a few comments, and logging off. If you were feeling adventurous, you might run a tote bag giveaway and call it a campaign.
Reader, that role is dead.
The Evolution of the Role (and Why It Deserves a Better Name)
These days, the job isn’t just posting and ghosting. It’s building a fully-fledged digital ecosystem:
Clear KPIs . A consistent brand voice. Multi-platform growth strategies. Community care. Crisis communications plans… And a content engine that actually drives revenue.
You’re not just growing a following anymore, you’re cultivating trust, designing digital experiences, tracking sentiment, launching AI collabs, and translating CEO ‘vision’ into scroll-stopping content. All while praying the algorithm doesn’t change again overnight.
Still calling this ‘just social media’? That’s like calling Adele ‘a decent singer.’
You Want a Title? Here’s One…
The best I’ve got so far is:
Digital Community Architect, Cultural Trend Forecaster & Tactical Meme Deployment Officer.
Try fitting that into a LinkedIn headline…
The truth is, the traditional job title hasn’t kept up with the reality of what the role has become. Social isn’t a side hustle. It’s the face of the brand… and the inbox, and the crisis comms channel, and the customer service hotline… and the fastest way to turn loyal customers into evangelists, or critics.
Think It’s Just “Posting a Pretty Picture”?
Let’s talk about how people still assume you can whip up a month of content ‘by the end of the day.’
Or how they skip over the carefully signed-off strategy and ask for just one more post to go out now because an idea struck them in the lift.
Let’s talk about how this role was (and sometimes still is) handed to the youngest person in the marketing team, fresh out of uni, no real training, because ‘you’re on TikTok, right?’ And how they’re expected to do that on top of their actual job.
Let’s talk about how visible this work is. Every post, every typo, every meme is scrutinised by the CEO, the intern, the sales team, and the cousin of the CFO who once managed a Facebook page in 2013.
No pressure.
I've Been Doing This Since Before TikTok Danced Its Way Into Our Lives
I’ve been in the game since the days of manually resizing cover photos for Facebook brand pages (we didn’t have Canva back then, it was Photoshop or perish). I’ve lived through algorithm changes, engagement crashes, community scandals, and seven different formats of the Instagram grid.
And guess what? I’m still here… not just surviving, but thriving. Well, there abouts…
That’s because I’ve built my skillset beyond the platform.
Strategy, analytics, paid media, community building, cross-functional comms, content production, web optimisation, influencer partnerships, and yes, the occasional meme that actually performs well.
So, What Now?
Social isn’t going anywhere. In fact, it’s the front door, the living room, and the DJ booth of your brand. And the people managing it? They’re not junior anymore.
They’re strategists. Storytellers. Pulse-checkers. Fixers. Trend-whisperers. A Human in a room full of bots.
So next time someone says ‘it’s just social media’, smile and remember…
You’re running the most powerful brand channel in the business.
And if you're looking for someone who's not only survived the shifts but helped shape them. I’m just an email away.
