Mary Keough’s Post

Say it louder for the people in the back! Marketer: "What if I could get you $1M in positive media but only spend $10k?" CEO: "I'm in!, how?" Marketer: "All I need you to do is spend 2 hours a week working with me to create social content" CEO: "Oh... that's not important, go and speak to my VP" VP: "Oh... that's not important, go and speak to my Director" Director: "Oh... that's not important, go and speak to my Manager" Manager: "Oh... that's not important, go and speak to my intern" Meanwhile, your competition is crushing organic and founder-led stories that show authenticity, insights, and build credibility with your ideal buyers. That 0.06% chance of winning when you're not the category leader just got a whole lot harder.

It should have nothing to do with seniority, it has everything to do with expertise. Just because a person is a director or CMO, it doesn't mean they are the most qualified. I know plenty of senior marketers who have no idea what Pinterest is, don't know the difference between a Reel and a Story, think TikTok is just silly dance videos, think IG can be a feed of images made in Canva... Whereas a 20 year old, "junior" employee would run circles around these more senior people. This is a form of ageism and titleism (if that's a thing). I agree, social is important, but it should be handled by the most appropriate person or team, regardless of age and seniority.

Yikes — seniority and expertise don’t always correlate. “Junior” team members have grown up with social media, and they’re incredibly knowledgeable on it. They keep on top of changes in the industry. They know what’s trending and the latest best practices. They know how to connect with audiences. A CMO might have a fantastic background with social media, content creation, and community management… or they might have never touched it because their expertise lies elsewhere. Plus, a even senior team member who *is* experienced with social media might get stuck with “the way things have always been done” vs getting a fresh perspective from someone newer to the work. I think social media should have buy-in from executive leadership, absolutely. I think they should care about it and look to empower and resource their team members. And the best team member to own social media might absolutely be someone in a junior-level role.

In my experience, giving junior employees ownership of social media, along with guidance and the chance to learn about the company and industry, can drive results. When they get what sets the company apart and how the industry works, they can create valuable content that connects with the audience. And giving them the space to take charge and experiment leads to growth for them and success for the brand.

Completely agree that social media is a critical channel for message distribution—but who handles it shouldn’t depend on seniority alone. It’s about expertise and understanding the platform’s nuances. A junior team member might bring fresh insights and agility, while a senior leader can provide strategic alignment and credibility. The magic happens when the right person or team—regardless of title—has the skills and resources to craft authentic, founder-led stories that resonate. If social media isn’t taken seriously at all levels, it becomes a missed opportunity to build trust, insights, and connections that set companies apart.

I disagree that a junior level employee can't handle this (I also don't think social is only a junior level role). However I do think the lack of autonomy/ ownership leadership usually gives to junior level employees make it almost impossible for them to produce. I've found a lot of success in organic social growth with entry level employees by giving them ownership of the result, and actually helping guide them when they are missing the mark.

Fully agree that social media is incredibly important for content distribution and should be a focus. However, I don’t think ownership of social media comes down to title - just because you are a Director or CMO, it doesn’t mean that you are an expert in social media. Chances are, you haven’t touched social media in years - however, I am a big advocate for senior marketers to get their hands dirty and understand the channels and tools they are expecting their teams to successfully execute on. If you’re a Director or CMO with that experience, amazing! Get your hands dirty! If not, and in most cases, you should be hiring above you. Hire people that are experts in these areas and enable them to do great work.

Personally, I do not think one’s job title should factor into whether or not they’re qualified to run social media channels effectively. Their skills and qualifications should be what is considered. While you might be the most qualified at your company, it is not the case that directors are the most qualified at every company. Plenty of directors in this world have become directors because of years worked, or loyalty offered, not because of their skills or qualifications. Further, I’m sensing a tone from this message that you value people based on their job titles only. I would encourage you to consider valuing your colleagues for who they are, and empowering all of your colleagues to do the same. When everyone feels valued is when teams have the greatest opportunity for success, and perform at their most optimal levels.

It's crucial to have experienced leadership overseeing organic social media content. As a Director-level employee handling this responsibility, you bring strategic insights and a deeper understanding of the brand’s message and goals. Social media is indeed a powerful channel for content distribution and company-owned PR, requiring a thoughtful, strategic approach. Relying on junior-level employees may not provide the same level of strategic thinking and alignment with the overall company objectives, which is essential for effective communication and engagement. The metrics backing up this decision speak volumes about its importance to the organization’s success.