‘Undervalued, overworked and overwhelmed’: Why these managers need support

The modern world has thrust massive expectations on workers, but one profession has seen increased responsibility like no other.

Social media managers have gone from non-existent pre-2010 to being one of the most important commodities in marketing. With this massive boom in the need for these positions and the immense change these roles have over the years, it’s no surprise that social media managers are burnt out.

According to a study by Hootsuite, social marketers are “undervalued, overworked, and overwhelmed”. The research revealed that 41 per cent say their work has a negative impact on their mental health. Meanwhile, 57 per cent identify as having a mental health condition, and 42 per cent of those people believe social media has made their condition worse.

“Social media managers are arguably more connected to customers’ needs than any other person in an organisation – with a real-time pulse on what is happening in our customers’ world. Yet they don’t have a seat at the proverbial table, oftentimes finding themselves in a complex web of overwork, overwhelm, and underappreciation,” said Elina Vilk, chief marketing officer at Hootsuite.

“As senior marketers, it’s our job to support and uplift our social teams who are on the frontlines of communication with our customers.”

So, what’s driving these results? Sixty-six per cent noted that they have too many different responsibilities, and 51 per cent feel they don’t have the time needed to do their job effectively, despite 67 per cent working 40 hours or more per week.

Another 48 per cent claim they don’t have the budget to do their job well enough, and 56 per cent said their boss doesn’t understand social media. Despite these concerns, 47 per cent believe they aren’t paid enough, with Hootsuite claiming the average salary of a social media marketer is US $67,585. It’s reported that they’re also paid less than other marketers with similar responsibilities.

The importance of social media marketing shouldn’t be overlooked. Companies that do this effectively can build a strong brand and connect with consumers. It’s reported that as of 2023, there are 4.9 billion social media users. That’s over 60 per cent of the entire global population using these platforms. With such massive potential for outreach, leaders should look at putting more care and energy into these teams.

“Social teams everywhere are constantly building and fostering relationships with prospects and customers that directly lead to revenue and growth for their organisations – it’s time for leadership teams to recognise their impact as powerhouse marketers,” said Irina Novoselsky, Hootsuite chief executive.

Despite these results, happiness in social media marketing roles is relatively high. Seventy-seven per cent are happy in their jobs, and 67 per cent are satisfied with their work/life balance.

However, a quarter plan to leave social media altogether in the next year. With more consideration for these workers coming from the top down, companies can help keep social media employees valued and happy.