The Juggling Act: How Social Media Managers Meet the Demands of an Ever-Changing Industry

Social Media Managers are often referred to as “wearing many hats”. From creating content for multiple platforms and finding influencers, to responding to every single comment on a post, Social Media Managers have learned to juggle their responsibilities. But how does their circus routine evolve over time?

It’s no secret that Social Media itself has evolved over the years, and the role of Social Media Managers with it. Just twelve years ago, the only social media platforms that existed were Facebook, and Twitter. Today there are 65+ social media apps spanning across the world, and there’s a Social Media Manager having to juggle them.

Social Media is ever-changing. Every day there is a new trend on Twitter, a new story outline on Instagram, and a new song on TikTok. Social Media Managers not only have to keep up with the trends, but they have to manage their brand’s voice in the midst of it all. With each social media app trying to “stay relevant” and keep up with these trends, new tools are introduced for Managers to learn, operate, and master. There is no perfect math equation that a manager can study and master to implement; they are constantly adding more balls and objects to juggle.

The Social Media Management Industry has changed, and it will continue to change as society does. Applications are forced to update and change to maintain their appeal to society. Remember Vine? Myspace? As apps die and new ones emerge, Social Media Managers are forced to recover their brand, and enter new spaces. Social Media Managers Juggle 240- character tweets, carousel photos for Instagram, short-form videos for TikTok, long-form videos for YouTube, and so much more. The juggling routine is more than just 3 balls; it’s 3 balls, a flame thrower, chainsaw, and baby, all while baking a cake.

The next time you’re on social media, take a look at the content you see. How many people did it take to get that post to you? How much work went into creating that piece of content? How many other posts do you think those people are responsible for? How much do you think they are getting paid?