Why Social Media Professionals Need a Rebrand

Rethinking what it really means to manage a brand online.

The Perception Problem for Social Media Professionals

Social Media Manager. Specialist. Officer.

For the last nearly 15 years of my career my title has been "Social Media Specialist" and "Social Media Communications Officer". As I found my role eliminated earlier this summer, I was told I should "take on a communications role to diversify my experience". I could not help but scratch my head, because in both of my roles, where social media was the primary focus, I executed on all of the same communications tactics as my communications counterparts.

This, along with many other instances, has gotten me to think that these titles undersell what we actually do. They reduce complex, high-impact work into something that sounds junior — or worse, frivolous.

Too often, we hear:

“You’re just playing on social media.” or "You're not a real communicator/marketer”

But in reality, social media professionals are among the most skilled communicators in the industry — blending strategy, design, analytics, writing, crisis management, and leadership. We’re responsible for protecting brand reputation in real time, connecting organizations to audiences, and driving measurable impact across every channel.

A Profession Still Growing Up

Social media is only about 20 years old, still in its adolescence. Yet, despite the evolution of platforms and strategy, many organizations treat social media as an entry-level task rather than a strategic function.

We’re often given autonomy and accountability, but not titles or compensation that match. We’re trusted to lead crisis response, shape brand tone, and report to executives — but still seen as tactical, not strategic.

As long-time social strategist Neal Schaffer put it:

“Social media complements everything and replaces nothing.” It touches every part of a communications plan — yet too many still see it as a silo.

What We Really Do

Social media done right is integrated marketing communications in action.

A strong social professional:

• Understands every platform’s mechanics and audiences

• Can write, design, film, edit, and publish across formats

• Aligns content with web, SEO, and traditional campaigns

• Tracks analytics and translate them into strategy

• Manages community relationships and reputation

• Leads crisis communication when things go sideways

We are writers, analysts, designers, videographers, and brand managers — often all in one (which should not be the case, but that's another blog post).

And as anyone who’s handled a real-time brand crisis knows: social media is where crisis and communication collide.

Why “Social Media Manager” Isn’t Enough

For Social Media Professionals titles like “manager” or “specialist” sound operational — not strategic. They limit how others perceive our authority and expertise.

But the reality is:

• We lead strategy and inform brand decisions.

• We analyze performance and recommend pivots.

• We shape voice, tone, and trust every single day.

The problem isn’t our skills — it’s the brand of our profession. That’s why social media professionals need a rebrand.

Rebranding the Role

Here’s how we start shifting the narrative and our career trajectories:

1. Upgrade the Title

Replace “Social Media Manager” with something that reflects scope and strategy:

• Social Media Strategist

• Integrated Digital Communications Lead

• Brand & Social Architect

• Digital Engagement Strategist

• Lead of Cool and Chaos (recently spotted on LinkedIn)

2. Tell the Story

Your portfolio and bio should say more than “I manage social channels.”Try:

“I connect audiences and organizations through integrated digital storytelling — where strategy, creativity, and community meet.”

3. Show Strategy, Not Just Posts

Highlight campaign plans, metrics, and cross-channel thinking. Show how your social work ties to business or organizational goals.

4. Educate Stakeholders

Frame social as a communications hub — not an add-on. Share dashboards, insights, and learning moments that show social media is where strategy lives in real time.

5. Lead the Change

Model the leadership you want recognized. Publish thought leadership, mentor peers, and advocate for fair pay and progression in the field.

Why It Matters

Rebranding Social Media Professionals' roles benefits everyone, not just you.

• Organizations gain stronger brand alignment and better strategy.

• Teams gain clarity and recognition for their expertise.

• Professionals gain credibility, authority, and career growth.

As Schaffer reminds us:

“Social media is a never-ending experiment — because the users, the platforms, and the culture are always changing.”

That adaptability is exactly what makes social professionals indispensable.

The Takeaway

Social media professionals are not “posting people.” We are strategic communicators, reputation managers, and digital storytellers who work at the intersection of creativity, data, and human connection.

If the job title doesn’t reflect that — maybe it’s not us who need to change.

Maybe it’s the industry.

It’s time for a rebrand.