SOCIAL MEDIA

“Stuck Inside My Phone:” Four Social Media Managers On Working During the Pandemic

In March 2020, the tweets started coming in. “Pour one out for social media managers,” “Being a social media manager in the pandemic <<<,” “Is anyone checking on the social media managers?” 

As the months dragged on, the tweets got more intense: No one was “adapting to” the new normal. But then, about a week ago, I noticed a shift—a breaking point of sorts. 

Marketing Brew heard from dozens of social media managers about how they’re doing after a year of absolute chaos. We’ve pulled out four representative responses below. Answers have been lightly edited for brevity and clarity. 

“I am incredibly burnt out and exhausted.”

Charles Etoroma, senior social media specialist, Express

Admittedly, being a social media manager during this time has been one of the hardest points of my career so far. The struggle to balance being always on with a toxic work environment, the restrictions due to COVID, and then personal issues have really affected my mental health.

It’s even more challenging when you aren’t appreciated at work and constantly told how bad you are doing and how much needs to improve while simultaneously ignoring the positive and good things done during this time. 

I am incredibly burnt out and exhausted, as I am sure many of my peers are as well. Unfortunately, this is the new normal, and we have to figure out as an industry how to create proper boundaries.

“It’s like 24/7 crisis management.”

Anonymous social media manager

I basically haven't stopped working since last March. There is no work/life balance anymore; everyone feels comfortable contacting me any hour of any day. I create most of the content for my social channels, which has been a nightmare from home. My house is a photo studio and there's product everywhere. The packages never stop. 

Having to be constantly logged on at home is exhausting. I feel like I'm stuck inside my phone.

The thing I'd like to convey most is that it feels like I'm stuck in a toxic cycle. There is always a trend that needs to be hopped on immediately or a scandal that blows up. For a while this summer, we couldn't make it an entire week without a “controversy.”

It's like 24/7 crisis management with zero power over how the actual crisis is being managed.

“We need an oil change.”

Jessi Sanfilippo, head of social, Up Top Agency

My role has always required me to be an educator. 2020? That leveled up to a whole new height. I'm not afraid of heights, but I definitely got a few nosebleeds. 

I also broke up with a good number of clients in 2020 who wanted to build performative communities to take advantage of conversations instead of being a part of change. In talking to a lot of my peers who do the same work, we're all feeling the pressure to be the vehicle for some brands, but we need an oil change.

“We're doing our best to keep up.”

Lolitta Tracy, social media and communications manager at BlueVine 

We’re a fintech that’s focused on building a better financial future for small businesses. What has been difficult for me is the emotional weight of being on the social media front lines of the anxiety, stress, and desperation of the small business community we serve. I've never had to work with customers whose livelihoods are at stake—where every single person reaching out on social media has a top-priority concern.

We're a small team, and we're doing our best to keep up. Although it's really, really hard sometimes, the feeling of being able to help a small business receive much-needed funds during a pandemic is like no other.

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FRENCH PRESS

A double shot of marketing tips to make you fancy

SEO: If no one at your job seems to hear you when you shout into the void “We need to focus more on SEO!,” this piece explains the importance of SEO keyword info for content creators, PPC and product teams, and execs. 

Instagram: These nine Instagram video ideas were crafted explicitly to increase e-commerce sales. 

TV: If you can’t stop thinking about Super Bowl LV either, here’s the ultimate guide to why some brands buy Super Bowl ads but others don’t. 

Clubhouse: Is Clubhouse a “thing” for marketers? Click here to find out whether it’s worth your time as an ad channel. 

Images: Not knowing how to reverse image search is soooo 2020—so here are the best 11 search engines specifically for all your various image needs. 

Email: Let these luxury brands guide you through their email marketing strategies. 

B2B: This infographic will get you that much closer to creating engaging B2B content on LinkedIn.

Reels: Later breaks down how to hack the new Reels algorithm on Instagram here. 

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METRICS & MEDIA

Stat: 55% of consumers living in cities with more than 1 million people are “noticing more OOH messaging and signage—compared to 41% of the general population,” according to a report by the Out of Home Advertising Association of America and The Harris Poll, per Marketing Dive.

Quote: “It would be inappropriate for us to comment on the details of a matter we have only read about and we cannot substantiate. But it's also right that we pause our Big Game commercial until the actual facts can be established.”—A spokesperson for Jeep to CNN this week regarding the scandal around its Springsteen ad.

Read: Why the San Francisco Symphony rebranded—and whether or not said rebrand can save classical music.

AD ANTIQUES

Instagram

I have one word for this 1968 Dr. Pepper ad, and it’s “Eww.”

ICYMI

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