Social media managers and people with similar roles sometimes get a rough ride in the wider digital community.
It’s seen as the fluffy lighter-weight end of the digital spectrum. If you want to do big or meaningful things, you’ll probably want to build a website or transform a service.
I think the high profile of innovative social media marketing has something to do with this.
It’s not helped by comments like the one below, which I do understand.
I’m convinced huge swathes of hapless new / social media consultants have rebranded to digital transformation.
— swardley (@swardley) September 25, 2017
1. Social media is often the right answer to colleagues who would otherwise insist on building something
2. It keeps organisations true to their audience, to listen
3. It helps us observe behaviours and the ways people are consuming information
4. It gets organisations in the habit of measuring and being critical about numbers, in a way that website stats never managed