The Business Case for Social Media Savvy

The notion that social media is only relevant to Generation Z’s dance trends and memes has finally been debunked, even in traditional bastions of British politics. Andy Burnham’s decision to create five new roles for social media professionals at the Guardian, with salaries touching £70,000, signals a significant shift in the industry’s perception.

Burnham’s commitment to feeding the algorithm may seem novel on this side of the Atlantic, but it’s been a staple of American politics for years. The Trump administration’s “Maga minute” recaps are just one example of how social media has become an essential tool for politicians seeking to connect with their audiences.

Behind these charismatic personalities and witty one-liners lies a complex landscape. Social media professionals aren’t just influencers or content creators; they’re strategists, editors, and producers working tirelessly to craft narratives that engage and inform millions of people worldwide. CNN’s TikTok channel, which has grown to almost 12 million followers under the guidance of social media professionals, demonstrates the potential for mainstream media to compete with content creators.

The recent shift towards hiring social media experts suggests a recognition that traditional marketing strategies are no longer effective. As Lauren Spearman notes: “Social is often infantilised but it’s business critical.” Businesses are finally waking up to the fact that their social media accounts require sophisticated strategy and expertise, not just empty posts.

However, this new awareness also raises questions about the skills and training required to succeed in this field. Spearman highlights the need for education and clear remits, particularly in junior roles where salaries often don’t match the scope of responsibilities. Businesses must invest in developing their teams’ skills and expertise as they increasingly recognize the importance of social media.

The challenge ahead is not just about adapting to new technologies or platforms but also understanding the needs of their audiences. Social media is a two-way conversation, not just a platform for broadcasting messages. By engaging with customers, listening to their concerns, and responding thoughtfully, companies can build trust and loyalty.

Social media’s transformation from a novelty to a business-critical tool requires a fundamental shift in how we approach marketing and communication. It’s time for businesses to take the people behind these accounts seriously, not just as influencers or content creators but as skilled professionals who can drive growth and engagement. By doing so, they’ll tap into the vast potential of social media and establish themselves as leaders in their industries.

The global town square that is social media may be fraught with algorithmic problems and regulatory loopholes, but it’s an opportunity for businesses to engage with their audiences on a deeper level. As Spearman notes: “It’s time to start taking the people behind these accounts seriously.” By doing so, they’ll not only stay ahead of the curve but also contribute to a more informed, engaged, and connected world.