Unpopular Opinion: Don’t hire a Social Media Manager in 2024

Marketing

Sep 24

In today’s digital age, where everyone is obsessed with social media marketing, the pursuit of followers, and the allure of viral content, it might seem counterintuitive to suggest that hiring a social media manager should not be your top priority in 2024.

However, a closer look reveals that businesses should focus on more than just social media content creation.

The real key to long-term success and profitability lies in developing a comprehensive brand strategy that integrates social media as part of a larger marketing ecosystem.

The Importance of a Brand Strategy: Beyond the Surface

While social media managers are experts at crafting engaging content tailored for various platforms, they often don’t consider the bigger picture—brand strategy.

A strong brand strategy isn’t just about having an attractive logo or cohesive color scheme. It’s about understanding what makes your brand unique and why that matters to your target audience.

In 2024, knowing your brand’s core identity will be more important than ever.

A well-defined brand strategy serves as the foundation for every marketing effort, ensuring that all content aligns with your brand’s mission and resonates with your audience.

It answers critical questions like: What is your brand’s purpose? What sets your business apart from the competition? And why should customers care?

Putting the Customer Journey First: Beyond Social Media Metrics

Many businesses make the mistake of focusing solely on social media metrics—likes, comments, shares—without considering how these interactions contribute to the overall customer journey.

The reality is that customers rarely hop on social media with the primary intention of making a purchase. They’re usually looking for entertainment, connection, or information.

“Organic social media marketing can be an incredibly powerful way to attract, nurture, and even convert people into your business. But before you can do that, you have to understand, why is your brand special? What is different about your brand? How do you stand out from your competitors? What is it that you're really offering people?”

Instead of obsessing over vanity metrics, businesses should focus on understanding their customers’ needs, pain points, and desires.

Mapping out the customer journey helps create content that not only engages but also adds value, guiding potential customers from awareness to conversion.

This approach is far more effective than simply aiming for high engagement on social media posts.

Building a Robust Marketing Strategy: Connecting the Dots

A common pitfall for businesses is relying too heavily on social media managers to drive marketing efforts without a broader marketing strategy in place.

While social media is a vital component of marketing, it should not be the entirety of your strategy. A robust marketing strategy encompasses multiple touchpoints and creates a cohesive system that nurtures leads and converts them into customers.

“Now everything that we do follows a strategy. It follows the intention of, we've created this epic brand that is distinct, that stands out, that is really differentiated in messaging that looks cool as shit. We also have a website. So we have a place for people to go off of social media.”

A comprehensive marketing strategy should include a well-designed website, email marketing funnels, lead magnets, and various products or services tailored to different stages of the customer journey.

By integrating these elements, businesses can create a seamless experience that moves potential customers through the sales funnel effectively.

For example, consider how social media tips might direct traffic to a landing page where visitors can download a free resource.

From there, an email campaign nurtures the relationship, offering more valuable content and eventually leading to a purchase.

This kind of strategic thinking turns social media interactions into tangible results.

The Power of Brand Messaging: More Than Just Aesthetic Appeal

While attractive visuals and trendy content are essential for capturing attention, they aren’t enough to build a lasting connection with your audience.

A strong brand message goes beyond aesthetics; it communicates your brand’s unique value proposition and why it matters to your customers.

“The power of brand messaging lies in its ability to connect with the customer's desired identity and show how the brand's products or services can support their aspirations.”

Your brand message should resonate on an emotional level, speaking directly to the needs and desires of your audience. It’s about creating a narrative that customers can identify with and feel a part of.

This deep connection fosters loyalty and encourages repeat business.

For instance, if your brand promotes sustainability, your messaging should consistently reflect this commitment across all channels.

Whether it’s a post on Instagram or the content of an email newsletter, every piece of communication should reinforce the values that your brand stands for.

Moving Beyond Social Media Metrics: Focus on What Really Matters

In the rush to gain followers and likes, it’s easy to lose sight of the metrics that truly matter—conversions, sales, and customer lifetime value.

While social media metrics can provide insights into your audience’s behavior, they don’t always correlate with business growth.

“Many businesses fall into the trap of micro-analyzing social media metrics while losing sight of the bigger picture.”

Rather than getting caught up in the numbers game on social media, businesses should prioritize the metrics that have a direct impact on their bottom line.

For example, tracking how social media efforts contribute to website traffic, lead generation, and conversions will give you a clearer picture of your marketing effectiveness.

Shifting your focus from vanity metrics to meaningful metrics helps ensure that your social media efforts are not just engaging but also profitable.

After all, the goal of any marketing strategy is to drive growth and revenue, not just to gain popularity online.

The Role of Social Media Marketing in a Broader Strategy

While this post emphasizes the importance of a comprehensive brand strategy, it’s essential to acknowledge that social media marketing still plays a crucial role in any modern marketing plan.

Social media is often the first point of contact between a brand and its potential customers, making it a vital tool for building awareness and engagement.

However, social media should be seen as one part of a larger strategy. It’s a powerful tool for driving traffic to your website, nurturing leads through targeted content, and building a community around your brand.

When integrated into a broader marketing strategy, social media can be a driving force behind your brand’s growth.

Social Media Tips for 2024: Integrating Social Media with Your Brand Strategy

As we look ahead to 2024, here are some social media tips to help you integrate your social media efforts with a comprehensive brand strategy:

Define Your Brand’s Unique Value Proposition: Before you start creating content, make sure you have a clear understanding of what sets your brand apart. This will guide all your social media efforts and ensure consistency across all channels.
Create a Content Calendar: Planning your content in advance helps maintain consistency and ensures that all posts align with your brand strategy. Use your calendar to balance promotional posts with value-driven content that resonates with your audience.
Engage with Your Audience: Social media is a two-way street. Don’t just post content—engage with your followers by responding to comments, asking questions, and creating conversations. This interaction builds community and loyalty.
Measure What Matters: Track the metrics that align with your business goals, such as conversions, sales, and customer engagement, rather than focusing solely on likes and shares.
Integrate Social Media with Other Marketing Channels: Use social media to drive traffic to your website, grow your email list, and promote your products or services. Integrating your social media efforts with other marketing channels ensures a cohesive strategy that works together to achieve your business goals.

Conclusion: Elevating Your Brand with a Comprehensive Marketing Strategy

In a world dominated by social media marketing, it’s easy to assume that hiring a social media manager is the key to success.

However, while social media is a powerful tool, it should be part of a larger, well-thought-out marketing strategy.

By focusing on brand strategy, understanding the customer journey, and prioritizing the metrics that matter, businesses can build a sustainable path to long-term success.

Before diving headfirst into social media, take a step back and consider the bigger picture. What is your brand’s mission? How does your brand stand out in the marketplace? How can you use social media as part of a broader strategy that drives real growth and profitability?

In 2024 and beyond, businesses that take the time to develop a comprehensive marketing strategy—anchored by a strong brand identity—will be the ones that not only survive but thrive.

So, before you hire a social media manager, make sure your brand strategy is rock solid and your marketing efforts are aligned with your long-term business goals.

If you found these insights helpful, be sure to share your thoughts and experiences with us on Instagram at @sashafedunchak. We’d love to hear how you’re integrating social media marketing with a comprehensive brand strategy to elevate your business!