The Paradox of Social Media
A Marketer's Minefield
Allow me to introduce Bari (Rosenstein) Tippett, a rising star in social media whose journey from Auntie Anne's and Jamba to her recent appointment as Head of Social at Sweetgreen has been nothing short of inspiring. Recently featured in a Forbes article titled "Why Social Media Is The Most Misunderstood Job In Corporate America," Bari's blend of maturity, creativity, and unwavering dedication to staying ahead in the ever-evolving digital landscape has set her apart. Beyond mastering tactics, Bari embodies social media as a way of being – understanding online communities, storytelling, and fostering genuine connections as a way of life - not just her job. Her agility and resilience in navigating the digital world's rapid changes make her an expert and a true innovator in her field.
Below is a summary of some key themes from the Forbes article and some thoughts on what we can do together to address the gap described.
Sincerely,
Jay
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Social media has immense influence—politicians court voters on the same platforms they criticize, and global brands rely on social channels for revenue. Yet, the professionals navigating this ever-evolving landscape face a harsh reality: their work is widely misunderstood.
This misconception stems from several factors:
The Maturity Gap: Social media marketing is a relatively young discipline. The constant shifts in platform priorities and user preferences outpace the establishment of widely recognized best practices. What worked last year may be obsolete today.
The Visual Revolution: The dominance of visual platforms means marketers must be skilled in video production and image-centric storytelling– a steep learning curve for many—failure to adapt risks irrelevance.
TikTok's Disruption: TikTok's explosive growth is a double-edged sword. User-generated content offers fantastic reach, but brands cede a degree of control. This means accepting both unexpected virality and potential reputational risks.
A Lack of Empathy: The 'pivot to video' demand is a common frustration. Outsiders often underestimate the costs and complexities of quality content creation, leading to unrealistic expectations for social media teams.
Implications for the Marketing Accountability Council
The Council has a unique opportunity to address this knowledge gap and advocate for a more nuanced understanding of social media:
Education and Standards: Develop clear frameworks and benchmarks that illustrate the strategic value of social media beyond vanity metrics. This elevates social teams from 'content creators' to key business drivers.
Cross-Departmental Dialogue: Facilitate knowledge sharing between social media professionals, CMOs, and CFOs to bridge the communication gap and foster alignment around realistic goals.
Adaptability as a Core Value: Emphasize the need for experimentation and flexibility in social media. Success requires embracing agility, not just mastering a static playbook.
A Call for Recognition
The most successful companies will be those who understand their social media team isn't merely reacting to trends but actively shaping their digital presence amidst a volatile landscape. It's time the Marketing Accountability Council champions this perspective, positioning social media professionals as the strategic, adaptable innovators they are.
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