Yes, there is a secret sauce. No, I cannot reveal it because if I did, I’d have to kill you. What I can reveal are the little known frustrations of the people we call social media managers. Prepare to have some of your major assumptions blown to smithereens.
- The content we post is not an ad, we’re not getting paid by anybody’s PR team to cover the latest release from Snickers. We publish that stuff because you guys actually engage with it. There aren’t any corporate fairies depositing checks into our bank accounts.
- Despite your complaints to the contrary, we post content you actually click on. Audiences will often say “post more of XYZ” but then nobody CLICKS on the content. You may think another topic is what you want, but you don’t click on it. So, we’ll never publish it again.
- The more you click to complain the more reach and thus link clicks content will get, meaning that we’ll post MORE not less of this content. Sorry, not sorry.
- As mentioned in #1, there are no check fairies and as a result, most social media managers have zero budget. Why is this important? Because if you want more of XYZ topic that isn’t as popular, that requires paid targeting to make sure the people interested in that content actually see it. No budget means brands have to differ to the lowest common denominator.
- Believe it or not, the word clickbait has a specific meaning. You’re using the darn word wrong! Comments deriding content for being clickbait are a consistent part of a social media manager’s daily life. The accusation is used incorrectly so frequently that we’ll actually get excited when someone uses the word correctly. And, maybe even rejigger the headline to be less clickbaity because that is actually a bad thing. We don’t want to get on Facebook’s bad side.
- No, the person managing the page isn’t some 18 year old. Nine out of ten times, the person managing the page is making a career out of this. A career? Yes, a career. As a result, it’s time you let go of a pimply-faced teenager as the go-to trope for what a social media manager looks like.
- Mean comments hurt our feelings. Sure, over time we develop a tough skin but there will always be some days where every barbed insult draws blood.