Nobody Asked

This past year many lines were blurred between personal values and the workplace. Church and state became a phrase used daily. Politics and personal beliefs were often left at home in the past, this year they came to the forefront of many conversations at work and on social media. Long overdue conversations took place amongst coworkers, families, friends, and strangers. And for the most part, it was about damn time. But while there was a lot of listening and a lot of learning, there could’ve been much more done. Specifically by brands. 

For social media managers, this year became about them being the voice of organizations unlike ever before. This year, they became the voice of the organization’s beliefs in one of the most difficult political climates in the existence of social media. Whether it aligned with their own views or not. It meant having conversations with fans, audiences, and consumers that made an impact. It meant carrying the weight of that impact with you every day. Whether you liked what it said or not. 

Between racial injustice, the political climate, LGBTQ+, COVID, and an insurrection, there were many statements made from brands, teams, and individuals. In word form as well as in action form. These statements were developed in response to unarmed black men & women being killed or shot by police officers. They were made in response to seasons being halted and the world shutting down. They were made again about unarmed black men and women being killed or shot by police officers. Some included the phrase “Black Lives Matter” and some didn’t. And the world noticed which didn’t. 

These statements were almost always made via social media. While they were being developed, some conversations included social media managers. Most did not. And even when they were, it really didn’t matter. Although never said aloud, the phrase “shut up and post” feels like an accurate representation to how many felt. From superiors, peers, consumers, families. As quite often, these statements were developed without our help or input even though we were the ones who know social media best. Who knows what kind of response will get what kind of action. Who knows what the world is saying. Who sees every other response. And yet, we were the ones left to just post and clean up the mess. Deal with the fallout. We were the ones getting screamed at from every end of the political spectrum. Both within the organization and out. Getting bombarded with the ever so popular phrases, “Keep politics out of sports,” “All Lives Matter” or my personal favorite, “We don’t care what you do just don’t shove it in our faces.” Plus, so many that I can’t even stomach typing out. Social Media Managers have been yelled at for years but this year hit differently.

Apart from the statements themselves, there were a lot of days that brands learned they needed shut the f*ck up. And social media managers spent hours explaining to their superiors why they couldn’t post at all on certain days of tragedy. And why a simple (*narrator voice* “It was not simple”) black square was significant. Fighting back on every “We have a business to run” and “This isn’t relevant to us.” Convincing people that your brand is in fact not always relevant. And sometimes, less is more. That sales don’t matter some days. Explaining that maybe years of brands and organizations going on “business as usual” is exactly why things don’t change.

And it’s not just the big issues. It’s the everyday fight for what we think is best. Because some days, against all of our advice, expertise, and will, we are forced to post content that we know won’t perform well. And each time someone from a different department thought they knew better or each time your idea didn’t make it through four rounds of approvals, it gets a little bit worse.

Working in social media is like acting. Which may sound ridiculous to some of you. But you play a role. It’s not yourself. You learn the organization's values, the fans' voice, and you adapt to each organization you represent. But the difference is, this is real life. Not a movie or a television show. What you are saying WILL have an impact. Not to say that acting doesn’t, but the role you play, people will think is you and what you represent. Your work. Your values. Your success. Is all there for the whole world to see.

So when we are told that we have to keep our personal beliefs out of it, it is so damn hard. Because we have to be the ones to physically put whatever it is, out into the world. Whether we agree with it or not. And for me, the day I was told I had to take down a post with #BlackLivesMatter and repost without it was a day that I knew I wanted the freedom of my words back. It was the worst day of my career. And the day I thought maybe I don’t want to do this anymore.

And I get it. People have different views so there has to be a line. Because no one knows better than social media managers that you can’t please everyone. Organizations do have a business to run. I am not naive to that. And I have to keep my personal beliefs out of it. But this year I realized, I don’t want to. I realized I didn’t want to put anything into the world that I didn’t 100% believe in. I realized that I didn’t give a flying you know what about pleasing everyone. I cared about doing what is right. Putting information that I believed in and know is right into the cesspool of misinformation and political hell that is social media. 

Let me say that many of the statements that I have posted for the organizations I have worked with have been good and I have agreed with them completely. And for that I am thankful. The impact I had a part in creating was life-changing. But just because you point out a bad spot that exists, doesn’t make your organization bad or mean that you hate your job. If a house has a hole in the wall, it doesn’t make it a bad house. And pointing out the hole doesn’t take away from all of the good walls. You point it out, you discuss the best way to fix it, you spackle it up, and you make the house whole again. You make the house better. Make your organization better. Fix the holes. 

I used to think my work was fleeting. That whether good or bad, no one would remember it after tomorrow with the constant flow of new content. But I remember every brand that posted while others did not. The brands that didn’t put out statements. The influencers that just couldn’t mess with their aesthetic. The times I could tell a social media manager was just told to post it, even if they didn’t think it was right. And to my fellow SMM’s, your work is not fleeting. Don’t allow your voice and knowledge to be diminished or silenced by others. And know that sometimes you are going to have to post what you don’t agree with, and I hope your superiors acknowledge that sacrifice you make.

Everyone has a right to their opinion, and I want mine to be reflected in everything that I do.

Digitally,

G