What does it mean to be a social media manager in 2022?
Being a social media manager in this day and age means being agile, very resilient, and open to constant change. Working in this space, you really do have to love what you do because, if you don't, you show up in a very inauthentic way. Being agile means that trends are constantly changing, consumer behaviors are constantly changing, our environment is constantly changing, and so you have to be willing to adapt with those changes. You also have to be willing to always stay on the forefront of what's new, what's trending, and what's coming up and be willing to try new things.
And that’s where the resilient piece comes in, because sometimes when you try new things [your work] is not always perceived the way you want. Especially with Twitter, which is like having this megaphone to connect with people all over the world, your content may or may not always hit, and as a social media manager, you have to learn how not to take that all personal and to learn from those experiences quickly. Also, you have to learn to lean in if [your content] is working.
How long have you been in social media? How has the industry changed since you started out?
I have been working in social media since around 2010, which makes me sound like a dinosaur, but I started early. I was working at NBC Universal, and I saw that social media was starting to take off, so I found an opportunity to work in marketing at that time. Most marketing roles were leaning towards social, and I knew that I needed to gain that experience, so I decided to go back and get my MBA. I took courses in social media and content creation and volunteered in different capacities within my role at NBC Universal. During that time, I was working on all of the daytime talk shows, so I worked with the executive producer of The Maury Show to help launch Maury’s social channels. As you can imagine, putting out “You Are Not The Father” videos grew our account tremendously. I'm definitely one of the OGs in ensuring that social media has been a part of a brand marketing strategy for a very long time.
What has changed since then is that the megaphone has become a lot louder. So many people use Twitter to create change all over the world in so many different avenues, whether it's through entertainment, for social justice, for customer service, you name it. But social media really has become this global megaphone that's more than just a marketing tool. It has become a place for growing and building communities and connecting people all over the world.