So I made this AI-generated photo of myself looking all polished and professional; the kind of image that screams “I have it all together.” And while I love it (because yes, we deserve to feel fabulous), it got me thinking about how wildly different that image is from the actual day-to-day of being a social media manager. Especially one who freelances, strategizes, studies trends daily, and works with small business owners who know they need help with their social media but don’t often have affordable, effective options. 

The Daily Grind Behind the Grid

Let’s be real: social media management isn’t just posting pretty pictures and writing clever captions. It’s:

• Studying platform updates and algorithm shifts (yes, daily)
• Tracking analytics and adjusting strategy accordingly
• Creating content that aligns with brand voice, audience needs, and current trends
• Managing engagement and community building
• Planning campaigns that actually support business goals

And that’s just Monday.

The Frustration Factor

What sparked this post was a recent client convo (shoutout to Erica, you’re great, this isn’t about you personally). We were talking about Instagram stories and how they can be used strategically. But the suggestion to “just do more stories” came from a family member with traditional marketing experience. And while I respect that background, it’s not the same as digital content strategy.

Here’s the thing: social media has become so big, so central to marketing, that it’s now its own beast. You can’t just tack it onto a marketing plan and hope for the best. You need someone who:

• Understands how content performs on different platforms
• Knows what kind of media to request from clients (not just “post more”)
• Can build a strategy that connects stories, posts, and campaigns to actual business outcomes

Respect Goes Both Ways

I’ve done the training. It’s on my LinkedIn. It’s on my website. I continue to learn not just about marketing, but about my clients’ industries. I do this so I can create content that actually resonates. That’s the benefit of working with a freelancer who keeps a manageable client base: I have the bandwidth to go deep.

But sometimes, I don’t feel that same respect coming back. There’s this assumption that anyone with a marketing degree can speak on social media strategy. And while they can offer ideas, it’s not the same as building a content plan that works in today’s digital landscape.

What Small Business Owners Actually Need

If you’re hiring a remote social media manager, here’s what you should be looking for:

• Someone who asks for specific content that fits your brand
• Someone who studies trends and adapts daily
• Someone who can explain why a story, a post, or a carousel matters
• Someone who’s not just posting they’re planning, analyzing, and adjusting

Final Thoughts

That AI photo? It’s cute. But the real work happens behind the scenes. It’s strategy, sweat, and a whole lot of screen time. And while it might not be glamorous, it’s what keeps your brand visible, relevant, and growing.

So next time someone says “just post more stories,” maybe ask them what the goal is. And if they don’t know call your content strategist.

I’ve got you.