8 reasons I hate working in social media

Does it bother you that people assume social media is cheap and easy, or that a single department can own social media? This author shares your frustration.

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I’ve worked in social media for quite a while now. I’m not saying I was here first, but I’ve been doing social media since before the market was as saturated as it is now.

Here are a few reasons why I hate what the industry has become:

1. Social media doesn’t exist in a vacuum, but we keep acting like it does.

It’s frustrating when people act like social media is its own platform, with no influence from the outside world. This comes from both sides of the fence. We see claims of “Facebook leads to an X percent sales increase” with little quantification about how the company has ensured independence from other channels. We also see brands doing silly things after ignoring external factors.

The infamous #QantasLuxury debacle is a great example that when you have a massive brand issue in the real world, trying to run a happy social media campaign won’t go well.

2. Social media isn’t new, yet many people say it is and use that as an excuse.

In the grand scheme of things, Facebook, Twitter and the new Myspace are new. But social media is not.

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