How companies are failing social media managers—and wasting crucial talent

Social media managers wield an immense amount of power over companies’ reputations.

They establish vital connections with clients or customers. They shape corporate narratives online. They extinguish fires, answer questions and play an outsize role in determining how your business is perceived.

So why aren’t these crucial workers treated with more respect and care?

“The Career Path of a Social Media Professional,” a robust report from the Institute for Public Relations (IPR), Ragan Communications and the University of Florida, reveals some striking takeaways that could have a serious impact on your engagement, retention, morale, storytelling and productivity, including:

Social media pros do it all. The report confirms what everybody at the company knows but perhaps doesn’t fully appreciate: social media maestros juggle much more than their fair share. “Social media managers span a variety of functions, especially marketing (76%), public relations (72%), brand building (68%), and media relations (63%),” though their other “hats” include community relations, advertising, employee comms and organizational storytelling.

Image via IPR