The unstable metaphor of social media managers may be reaching a tipping point. At least, that’s the current discussion on the thread, a response to a Twitter recently launched by Meta, which appears to be trying to capitalize on the bird app’s current struggles.
For today’s social media management class, being free means breaking down the fourth wall and leaning into the language of the internet to appear relatable and human. In some cases, shock value can be used to increase engagement and go viral. But some question the value of chaos as an advertising strategy and whether it will devalue the role of social media managers, as it has in the past. (Read more about social experts questioning the value of edgy viral content.)
“It feels like we just replaced the ‘social media intern’ metaphor with the ‘whimsical social media manager’ metaphor.” Tweeted by John Stephen Stansellsocial media director at content company Chaotic Good Studios, said, “And I don’t know if that’s really an improvement.”
And with the introduction of Twitter rival Threads, brands are feeling that spirit as they push the envelope with new apps, and this so-called free social media strategy appears to be the default approach. For example, Netflix asked social media managers if they were okay, and Threads itself said they were tired. According to a user in the thread, Pizza Hut posted that their favorite part of the pizza was the stuffed animal Class Tussie, but it appears the post has been deleted as it is unclear what “Class Tussie” is.
But social media managers say this unfettered content is often pre-planned and approved by senior leaders and legal teams. So there’s a method to madness.
It’s not new for brands to have human-like personas online. When the brand first appeared on his Twitter in the early 2000s, the social media manager behind his account set the tone for big brands like Wendy’s, Steak Um, and Denny’s. Brands’ use of irony to stand out isn’t limited to social media. Take, for example, Mountain Dew’s “Puppy Monkey Baby” TV spot that aired during the 2016 Super Bowl or his E-Trade baby commercial dating back to 2008.
Duolingo gained notoriety by leveraging a similar strategy on TikTok. Now, with the introduction of Threads, the “slightly freer” approach continues, perhaps to the detriment of social media managers.
“I’m not totally against it. In some cases, it can be an effective tool. But it’s most effective when done strategically or sparsely.” Stansell said. “Shock value only works if it’s still shocking.”
That being said, here are the arguments for and against leaving your social media manager alone as a marketing strategy.
Strong Points:
- Relevance, building relationships with followers
- Increased engagement
- organic growth
Agency executives say there are some perks to social media managers breaking the fourth wall and speaking as individuals rather than corporate entities. Although it may be perceived as a meta and self-referential approach, it is more likely to be relevant and thus personify the brand.
“Users, especially younger users, are drawn to brands that are real, speak in a human tone, and have brand authority,” said Greg Tedesco, U.S. head of Zeno Digital Experience (ZDX). ” he said.
This relevancy, in addition to increased engagement through likes, shares, and comments, can lead to viral social posts and new followers for your brand. In the case of TikTok’s Duolingo, the more free the owl mascot Duo was, the more new users the app received, said Zaria Parvez, Duolingo’s global social media manager. One might point out that the duo’s social success is an integral part of Parvez’s career growth, as Owl’s chaotic behavior has had a positive impact on business. In fact, she said, thanks to this strategy, she aims to replicate that success by acting as a consultant in other parts of Duolingo’s global business.
Although critical, some social media managers and agency executives say this open-ended strategy could offer career growth opportunities, especially if relevant content turns out to drive business. Says. They added that agencies and brands sometimes seek out independent professionals to increase engagement on social media.
“For me, it’s the same as being a creator writing a really interesting spot,” said Sean Stogner, director of communications planning at creative agency Forsman & Bodenfors. “If you communicate it well and people pay attention to what you’re saying, that’s a net positive.”
Finally, social media today is pay-for-play, and brands often have to spend a lot of money on media to reach a large number of users. With marketing spend coming under more scrutiny than ever due to economic headwinds and talk of recession, social media managers who can score a brand’s intrinsic growth could theoretically save a few dollars on advertising costs. There is a possibility.
Cons:
- There’s a fine line between what’s relatable and what’s offensive.
- unsustainable
- May be too personal
While brand associations may be exciting to some users, they may be off-putting to others. Some experts say there’s a fine line between the two. How relatable a brand is depends on its history, perception, and industry.
“It’s okay to be terrible,” says Dante Nicolas, a freelance social media manager who has worked with big brands like Spotify and Essence Magazine. “It could hit the wrong people, and it could be trending with something that’s loved by fans but not loved by the nation as a whole.” This could lead to a crisis and ultimately have a negative impact on sales and brand affinity.
According to Stogner, there are scenarios in which a brand becomes so relatable that it reaches uncanny valley territory.
“There’s a level of absurdity in a world where brands are part of the culture, if you want to call it post-capitalism. It’s both funny and scary at the same time,” he said. “There’s a bit of a strange discrepancy between giant corporations talking about class inequality.”
Everyday people don’t expect brands to show up and participate in culture. For some, it’s a pleasant surprise. For others, he added, it disrupts the social media ecosystem and encourages users to avoid brands with the infamous “silent brand” meme.
Case in point: Back in 2019, Chase Bank made a big deal for a tweet (now deleted) that appeared to mock customers who were spending too much money on things like eating out, taking taxis, and drinking coffee. It attracted attention. It also attracted the attention of Sen. Elizabeth Warren. And just last year, Duolingo came under fire for its participation in the Johnny Depp vs. Amber Heard defamation trial.
Ultimately, agency executives say, virality isn’t always worth the risk.
“At the end of the day, every brand wants to stand out,” Brandon Ball, CEO of full-service creative agency Starch Creative, said in an email to Digiday. “But too many brands focus on going viral rather than creating something that tells a story and successfully captures the attention of their audience.”
Another risk of taking a free-for-all with social media is its limitations as a social media strategy, potentially relegating the social media manager behind the account to a one-trick pony.
The ultimate skill of a social media manager is the ability to be a chameleon, changing depending on the environment and brand account. Stansell said each platform has a different audience and requires a different strategy, but still maintains a certain sense of unity. Relying entirely on free agency could theoretically hinder a social media manager’s career growth.
Conclusion:
Of the seven social media experts Digiday spoke to for this article, all agreed that social media culture has come in waves, and that the era of the so-called unfettered social manager is just the beginning of brands’ history on social media. I agree that it might be a moment. However, what happens next remains to be determined.
“It’s like social media.” [manager] The metaphor is a storyline and we need to keep evolving it and think of new ways to interact with the audience,” Parvez said.