At the age of 15, I never envisioned a career in social media. If you had asked me then, I might have expressed a desire to be a foreign correspondent or a travel writer. Thus, it’s quite surprising to now find myself advising colleagues on how to capture the perfect selfie or create an engaging TikTok introduction.
However, accepting the position as the Guardian’s deputy editor for social platforms may turn out to be one of the most astute decisions I have made, especially in light of the current employment landscape.
It is evident, even to those who are not digital natives, that celebrities, brands, and political figures, including the Prime Minister, are increasingly serious about their engagement on social media.
Observers of Westminster have noted that the government’s job board recently listed five new positions focused on social media, with the highest-paying role offering nearly £70,000 annually. This significant investment in social media by Burnham’s administration may seem relatively novel in the UK, but the use of social platforms as a political tool has been well established in the United States.
During the early days of Trump’s presidency, the outgoing press secretary Karoline Leavitt frequently highlighted the administration’s “achievements” through the catchy segment dubbed the “Maga minute.” Moreover, New York Mayor Zohran Mamdani has gained admiration globally for his adept use of social communications.
While charisma is crucial in the digital landscape, there is a dedicated team of editors, producers, and strategists working behind the scenes to ensure success. This is where my expertise comes into play.
My entry into social media began when my team at CNN took charge of the TikTok channel in 2023. It became clear to me that this was where audiences, myself included, were congregating.
If TikTok conjures images of dance challenges and memes, it’s time to reconsider. My role involved receiving calls from conflict zones to confirm I had the necessary materials and even receiving selfies from bombed areas. By the time I departed earlier this year, our account had amassed nearly 12 million followers.
Mainstream media is now striving to compete with content creators. According to a recent report from Oxford’s Reuters Institute, social media and video platforms have surpassed traditional news websites and applications in audience reach. The BBC has even hired an expert to connect with Generation Z.
This transformation within social media has occurred at a rapid pace, leading to the realization that there is no standard path into this industry.
Lauren Spearman, an unexpected influencer with a TikTok following of 62,000, initially documented her challenges in securing a full-time marketing role. Now, with two decades of experience, she has carved a successful freelance career as a consultant. She has observed a recent trend of businesses actively seeking content creators.
“Social media is often underestimated, yet it is crucial for business,” Spearman remarked. Historically, the stereotype has suggested that interns manage the social media accounts of popular brands, but it is more likely that a knowledgeable millennial with a marketing background is behind a brand’s social media presence.
The real question is whether executives and business leaders truly comprehend the needs of their target audiences or the qualifications of those they hire to meet those needs. “The greatest challenge has consistently been educating upper management,” Spearman pointed out, highlighting her observations of junior roles that offer low salaries but have extensive responsibilities and vague job descriptions.
“Often, I enter businesses and find there is no cohesive strategy that aligns with the overall business objectives,” she explained. It’s important to recognize that social media producers frequently represent the first point of contact for customers and are what consumers see most, yet they are often undervalued and overlooked.
While social media can indeed become a platform for negativity and misinformation, the majority of users seek to be informed, entertained, and engaged in civic responsibilities.
In many respects, social media remains the closest approximation to a global town square, despite its algorithmic challenges and regulatory gaps. It’s crucial to start taking the individuals behind these accounts seriously.
