Social media marketing gets oversimplified. Many companies lump the roles of Social Media Manager, Strategist, and Content Creator into one catch-all job, offering a modest salary while branding it as "entry-level." Let’s be clear: these are distinct roles, each requiring unique skill sets. Expecting one person to juggle all three for a single brand—on a shoestring budget—is not just unrealistic; it’s exploitative.
The Roles Broken Down: A Quick Comparison
Social Media Manager: Think of them as the project manager of the social media world. They’re responsible for day-to-day operations: scheduling posts, monitoring engagement, analyzing metrics, and ensuring the brand’s voice remains consistent across platforms. They’re the linchpin holding the social media efforts together.
Social Media Strategist: The strategist is the architect. They research the brand’s audience, identify trends, and craft a big-picture plan to meet long-term goals. Their job is to determine what content works, where it works, and why it works.
Content Creator: These are the storytellers and visual artists who bring the strategy to life. From graphic design and videography to copywriting and editing, creators are responsible for producing the assets that make campaigns shine.
Why You Need Specialists for Each Role
Would you expect a doctor to also administer anesthesia and handle nursing care during surgery? Of course not. Just like healthcare professionals specialize to provide the best outcomes, social media marketing requires dedicated specialists to deliver results.
Here’s why:
- Time Constraints: Each role comes with a full workload. Asking one person to manage, strategize, and create content leaves them spread too thin. It’s a recipe for burnout and mediocre results.
- Skill Gaps: A great strategist might not excel at video editing, and a content creator might not have the analytical skills to optimize ad campaigns. You need depth, not just breadth.
- The Stakes Are High: Social media is often the first touchpoint for customers. Poorly managed or uninspired content can harm brand perception. Would you risk that for the sake of saving a few dollars?
Exploitation in the Industry: A Wake-Up Call
Offering a salary under $50,000 while demanding proficiency in strategy, management, and content creation is more than undervaluing a professional—it’s exploitative. Social media is no longer a "nice-to-have" for brands; it’s a critical revenue driver. Treating these roles as "entry-level" fails to acknowledge the expertise required to succeed in a space that evolves daily.
The insult is compounded by today’s economic realities. Professionals have to deal with inflation, rising living costs, and a higher cost of education—all while being asked to deliver top-notch work for pennies on the dollar.
The Solution: Pay and Hire Appropriately
Brands must stop undervaluing social media professionals. Here’s how to do better:
- Budget for Specialists: If you want the best results, hire a strategist, manager, and creator as separate roles. If your budget is limited, prioritize the role that aligns most with your goals and outsource the rest.
- Understand the Workload: Social media marketing isn’t just “posting pictures online.” Recognize the strategic thinking, creative skill, and technical expertise it requires.
- Invest in Talent: Pay your professionals a salary that reflects the value they bring. Entry-level compensation should be for entry-level work—not for juggling multiple, high-stakes roles.
Takeaways
Social media isn’t a one-person show. Just like a patient relies on a team of medical experts, a brand relies on a team of marketing professionals. Recognizing the distinct contributions of Social Media Managers, Strategists, and Creators isn’t just respectful—it’s essential for success.
So, let’s stop pretending one person can do it all for peanuts. It’s time to pay up and level up. Your brand—and the professionals who power it—deserve nothing less.
