Instead of getting defensive when asked for metrics, social media managers must proactively educate leadership on how social works. Frame it as a strategic brand channel, show examples of success, and explain the long-term vision. When the strategy works, its value becomes self-evident and measurement questions fade.

At Rippling, the social media role is elevated from a simple scheduler to a strategic creative partner. This person acts as a "gatekeeper" for quality, collaborating with various internal teams to transform their requests (e.g., for a webinar promo) into engaging, high-performing content that fits the brand's human-first voice.

Companies often bring social media management in-house because they perceive it as less serious than traditional advertising. This is a critical error. Driving real business results through social media is far more complex and difficult than replicating the functions of a traditional creative agency for print or TV commercials.

In today's algorithm-driven landscape, excellent content is the price of entry. When starting a social team, prioritize hiring a skilled content creator over a social media manager. You can build a strategy around great content, but a great strategy can't save mediocre content that won't get seen.

The role of a social media manager comprises two distinct functions: 'media' (content creation and production) and 'social' (community engagement and conversation). Brands often prioritize the 'media' aspect, focusing on output, while neglecting the 'social' part, which is essential for building and retaining an audience.

A 'Views Editor' is a specialist who understands the constantly shifting algorithms and cultural nuances of each social platform. Their job is to post-produce content specifically tailored to what each platform is currently favoring to maximize organic views.

To operate as a true content entity, a social team needs executive leadership (VP of Content), operational direction (Manager/Director), and creative horsepower. The ideal minimum is three specialized content creators who can collaborate on scripts, appear on camera, and edit various formats, supported by design and video resources.

To combat being undervalued, social media managers should proactively market their impact internally. This means sharing positive customer feedback (even if it feels boastful), holding educational training for other departments, and using high-stakes situations like crises to demonstrate strategic value to leadership.

Webflow's CMO restructured their team to unify media relations, social media, and influencer marketing under a single PR umbrella. This integrated approach acknowledges that these functions are no longer separate disciplines but interconnected components of brand building.