To all the social media marketers out there, I see you. I’ve been in your shoes for over 15 years, navigating the ever-changing social media landscape. I understand your unique challenges, often feeling undervalued, overworked, and misunderstood. Social media marketing is one of the most demanding roles in the marketing world, yet it’s frequently underestimated. But here’s the good news: you’re not alone, and there are ways to overcome these challenges.

When I first started in social media marketing, I encountered the same misconceptions you probably deal with daily. My bosses and colleagues would say things like, “My kid is on Instagram all day, so how hard can this be?” or "This competitor has hundreds of thousands of followers, so why don't we?" - all while refusing to acknowledge how much work goes into every post or the fact that this competitor was spending millions of dollars to support their social media every month. These misunderstandings can make your job feel overwhelming and deflate your creative passion. I’ve experienced every pain point, from lack of recognition to unrealistic expectations. But through my journey, I’ve learned valuable lessons that can help you thrive.

One of the biggest challenges we face is the widespread misunderstanding of what social media marketing entails. Many business leaders are not savvy social media users and default to misconceptions. They might think that posting a few times a week is enough, but they do not realize the strategic planning, content creation, community management, and data analysis that go into effective social media marketing.

These misconceptions lead to social media marketers being undervalued and overlooked. Instead of being seen as strategic partners in achieving business goals, we’re often relegated to the role of “the person who posts on Facebook.” This undervaluation can result in a lack of resources, support, and recognition, making our jobs not only challenging but also disheartening.

One of the most crucial lessons I’ve learned is the importance of establishing ourselves as category experts and educating leadership. It’s essential to communicate the value of social media marketing and how it contributes to broader business objectives. This means going beyond metrics like follower count and demonstrating how social media drives brand awareness, customer engagement, and revenue growth.

How to Establish Yourself as an Expert

1. Showcase Your Knowledge: Regularly share insights, industry trends, and case studies with your leadership team. Demonstrating your expertise helps build credibility.

2. Educate Through Data: Use data to tell a compelling story about your social media efforts. Show how your work impacts key business goals and why it matters.

3. Advocate for Resources: Don’t be afraid to ask for the tools, budget, and support you need. Explain how these resources will enhance your ability to deliver results.

4. Create a Social Media Strategy Document: A comprehensive strategy document can help leadership understand your plans, goals, and the rationale behind your tactics.

The Social Glow/Up: Your Solution

This need for education and empowerment inspired me to create The DIY Social Glow/Up. This self-paced online course is designed to help social media marketers like you become confident experts capable of educating and influencing leadership. The DIY Social Glow/Up provides you with the tools, strategies, and support you need to navigate the complexities of social media marketing and achieve your professional goals.

Being a social media marketer is challenging, but you’re not alone in this journey. By establishing yourself as an expert and educating leadership on the true value of social media, you can overcome the obstacles and thrive in your role. At Lola Charles Communications, we’re here to support you every step of the way. Together, we can elevate the perception of social media marketing and ensure you receive the recognition and resources you deserve.

xo - Kelly Ellis, Founder, Lola Charles Communications

Ready to take control of your social media career? Discover how The DIY Social Glow/Up can empower you to educate leadership, advocate for your role, and achieve your professional goals. Join us and become the expert your organization needs.