Dettmann Media

Social media marketing specialists, consultants or managers are real people with real value to a business or company.

What they’re not are office assistants with proper phone etiquette, office managers, managers, or auditors for Excel data sheets of inventory, or even janitors. Yes, there are job postings out there hiring for social media content creators who will need to do some janitorial work.

If that’s how your company views social media, you’re going about it the wrong way, and you’re not serious about social media for your company.

Social media experts (specialists, consultants, and managers are lumped into that category) are valuable assets for a company’s need to reach a digital audience. They can’t be lumped into graphic designers, email campaign specialists, search engine optimizers, or website designers. If you’re going to do that, then call them digital marketing experts.

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Here’s what social media experts are good at:

Strategic Brand Building
Social media managers develop and execute strategies that align with business goals. They ensure consistent messaging, tone, and branding across all platforms. That is something that requires marketing insight, audience analysis, and creative direction, not just posting content.

Audience Engagement and Community Management
These professionals understand how to engage with audiences authentically, manage feedback, and turn followers into loyal customers. They handle public relations in real time. That is a responsibility that directly impacts reputation and revenue.

Data-Driven Decision Making
Social media managers track analytics, monitor trends, and adjust campaigns based on performance metrics. This analytical skill set allows companies to make informed marketing decisions that drive growth and ROI.

Content Creation and Curation Expertise
Crafting compelling visuals, copy, and campaigns requires creativity, marketing experience, and technical skills with design and scheduling tools. This is a specialized discipline, not an add-on task.

Crisis and Reputation Management
When a PR issue arises online, social media is often the first line of defense. A trained manager knows how to respond appropriately, protect the brand’s image, and control the narrative under pressure.

Why Social Media Managers Aren’t Office Managers or Janitors

While office managers and janitors play essential roles in keeping operations smooth and environments functional, social media management is a marketing and communications discipline, not an administrative or maintenance duty.

• Office managers handle logistics, scheduling, and internal organization.
• Janitors maintain cleanliness and safety of physical spaces.
• Social media managers, by contrast, maintain a company’s digital presence — shaping public perception, driving sales, and influencing brand visibility.

Expecting someone outside marketing to manage social media is like asking an accountant to perform surgery. They are both valuable professionals, but their skills serve completely different purposes.

If you’re viewing social media as just a “post-and-see-what-happens” approach, you’re not doing it right, and it is likely costing you $$.