I think the language should be doing digital media on social platforms. Doing digital media on video platforms.
I've always hated the term "social media marketing" because it implies that social media is special.
It isn't.
It is a tactic marketers can use to generate the behaviors they want, but it isn't magic and it isn't awesome at everything.
When #HigherEd hires a social media marketer, is that person charged with making thumbnails on YouTube? Making a thumbnail on YouTube is a way better use of marketing time than making an Instagram post, in this guy's humble opinion.
But does the social media marketer do that? (If you hire one to be a photographer, writer, designer, media buyer, and producer) then you've hired a unicorn, not a position.
This is what happens. Someone is hired to "make content" on social media channels and then given no help. We hire a bunch of people to make a billboard, or a radio spot, or a print ad.
Why do you think one person can make content on digital platforms?
/Rant.