Last in the chain

Lately there's been an increasing mass underappreciation for the role of community managers, who are typically viewed as the last in the chain of the social media team.

After all, they get to do the dirty work. Finding the right content. Writing copy. Crafting "buzz worthy" posts. Scheduling the post plan. Publishing. And — gasp! — responding to people, including trolls. And if necessary, after 11:30 pm, while the rest of the team is resting for the next day.

It's hard being a community manager because it resembles nothing of a 9 to 5 job. Community managers are always on. Even if they're not with the community. So this places them in hard conditions which not all people can endure. Therefore, this is the "hard sacrifice" one must make by being below everyone in the chain. Want to stop having to do it? Work your ass off and one day you'll be an account manager, a social strategist and who knows what else! Point is, if you dig hard enough you'll eventually be out of that damned position where your evenings or weekends are never regular or predictable.

Except I think this is all bullshit. Community managers may be those who do the "dirty job" (which isn't dirty at all, just different from what delegators like to do), but they are indeed the ones who give soul to each and every interaction on behalf of a brand. More than that, they're the ones who ultimately determine if your strategy is well implemented. Sure, a strategist may develop the main guidelines, but in an age of multiple interactions, community managers are the ones who make sure the brand experience is truly worth it for users.

Kind of a big responsibility for someone who is just the executioner of your beautiful strategic social ideas.