{"id":26650,"date":"2018-05-29T06:33:08","date_gmt":"2018-05-29T13:33:08","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=26650"},"modified":"2020-03-10T17:15:08","modified_gmt":"2020-03-10T22:15:08","slug":"social-media-managers-are-brand-activists-not-chorus-girls","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/social-media-managers-are-brand-activists-not-chorus-girls\/","title":{"rendered":"Social Media Managers Are Brand Activists, Not Chorus Girls"},"content":{"rendered":"

Wired’s Jessi Hempel<\/a> says what no one wants to admit: Women are preferred over men for social media management roles.<\/p>\n

Social media managers usually command less respect than PR managers, while taking on responsibility for an increasingly important distribution channel. The career has been referred to as the Pink Ghetto.<\/p>\n

Between 70 and 80 percent of social media workers self-identify as women on the salary compilation site Payscale<\/a>. The average pay for a social media specialist is just $41,000.<\/p><\/blockquote>\n

Setting aside the basic unfairness, I’ve puzzled for years at the idea that social media is the right place for juniors, male or female. Social is a real-time, always-on media channel with your brand’s name on it. It’s as complex as any media in existence, doubly so for brands, because social media users want access to decision-makers at brands, particularly when things go wrong. A junior person will elevate an important customer service issue to a manager, but time on Twitter is scored in seconds not hours, so whatever the issue is, it can’t get stuck in committee.<\/p>\n

Tweeting Well Is Not The Same As Typing Well<\/h2>\n

The composition of effective social media posts for brands is also a bit harder than it may appear at first glance. Let’s take a look at well-made Tweet from a fast food brand:<\/p>\n

\n

Start the week with a taco.<\/p>\n

End the week with a taco.<\/p>\n

Spend the middle of the week eating tacos.<\/p>\n

Realize the idea of “weeks” is a human construct and should never inform your taco-eating decisions.<\/p>\n

Have a taco in celebration of how you’ve outsmarted the calendar.<\/p>\n

\u2014 Taco Time (@TacoTimeNW) May 21, 2018<\/a><\/p><\/blockquote>\n