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

Facebook and Twitter are still the most frequently managed company channels. “The top five social media channels managed include Facebook (81%), Twitter (77%), LinkedIn (67%), Instagram (66%), and YouTube (51%),” according to the report.

(Just 6% are managing TikTok channels despite the platform’s meteoric rise.)

The primary role of social media managers is to create content. Forty-one percent of respondents said their primary role as a social media manager was to create content, while 20% said their main goal was to improve brand awareness and reputation.

It’s a female-dominated field. Seventy-nine percent of the 379 respondents are women.

Engagement and replies are the top metric for evaluating performance, but many have no clear objectives. According to the report, 45% of social media managers are evaluated on their engagement and replies, followed by progress toward goals (36%) and follower counts (33%).

Thirty percent said their social media performance was not evaluated at all.

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more on social media in this IMS blog
https://blog.stcloudstate.edu/ims?s=social+media