Why you shouldn’t just hire a “social media manager” to build your brand

Brand development is critical to the success of any business, yet it’s also one of the most often overlooked aspects.

After a little bit of growth, most businesses realize they need to start developing a brand. Unfortunately, they often turn to the simplest, and most misguided, solution: hiring a social media manager and expecting them to take care of everything.

While it’s true that a social media manager can help you build and engage your audience on various platforms, resting the entirety of your brand development strategy on their shoulders is a risky proposition.

In this article, we’ll cover four reasons why you shouldn’t just hire a social media manager to take care of your brand. You’ll learn why social media managers aren’t the end-all, be-all to brand development, why time & bandwidth are important, and what brand development really means.

Let’s get started!

1. Social Media Managers Are Not Brand Experts — They’re Social Media Experts

Unfortunately, just because someone is good at managing social media accounts doesn’t mean they know how to build a brand.

A social media manager’s job is to engage your audience and create content that promotes your business. They’re not responsible for developing your brand strategy or creating a long-term plan for building your brand — those two tasks require a different set of skills.

While a social media manager may be able to help you with scheduling, publishing, and growing your social media accounts, they’re not the best person to develop your overall branding strategy. Social media makes up a very small part of the branding process, and trying to rely on a social media manager to do everything is a mistake.

2. They don’t have the time or bandwidth to do everything

A social media manager is busy — there’s no doubt about that. Between creating content, engaging with followers, monitoring analytics, and more, they have a lot on their plate.

Attempting to get them to also take care of developing your brand is unrealistic. They simply won’t have the time or bandwidth to do everything you need them to.

Brand development is a serious, ongoing process that takes a lot of time, effort, and thought. It can’t be rushed, and it can’t be outsourced to someone who doesn’t have the proper resources or knowledge. By throwing all the weight of your brand development on a social media manager, you’re setting yourself up for disappointment.

A social media manager can only take you so far

Because of the way social media platforms are designed, a social media manager can only take you so far.

For example, on Facebook, pages can only reach a small percentage of their total audience. Even if your social media manager is doing an amazing job building and engaging your audience, you’re still only reaching a fraction of your potential reach.

The same is true for other social media platforms like Twitter, Instagram, and LinkedIn.

In order to reach your entire audience, you need a comprehensive brand development strategy that encompasses all aspects of marketing, not just social media.

You’ll need to work on SEO, content marketing, paid advertising, organic word-of-mouth, and more in order to reach your entire audience. And social media managers can only do so much to help you with that.

What brand development actually is

Now that we’ve talked a little bit about why social media managers can only help with some aspects of brand development, it’s important to understand what brand development actually is.

Put simply, brand development is the process of creating and managing a company’s overall image and identity. This includes developing a unique brand strategy, creating marketing materials and collateral, establishing a consistent tone of voice, and building relationships with customers and other stakeholders.

In order for a brand developer to take care of all of this, they would need to be familiar with your company’s history, mission, values, and target audience. This is rarely the case with social media experts, which is why it’s important to have a more holistic brand development strategy in place.

Brand developers should be an integral part of your team, not an afterthought. As your company scales and evolves, your brand development strategy will need to adapt as well.

In closing

In summary, though social media managers are important, they shouldn’t be relied on to build your entire brand. They often lack the bandwidth, don’t have domain-specific knowledge, or can only reach a small portion of your target market.

There are a number of other activities that are essential to brand development that social media managers can’t do, such as creating a positioning statement, developing a value proposition, and conducting market research.

If you’re looking to build a successful brand, you need to take a holistic approach that includes all of these activities, and social media management should only be one part of that.

Want to level up your brand? XCLSV is an accomplished, expert brand strategy agency that helps companies ideate, build, and execute high level brand campaigns. Ready to engineer your brand to the next level? Get in touch today!