If you lead marketing or communications, you already know how hard it is to control a brand’s story in real time. That’s because social media has taken the mic. And whether we like it or not, the people managing your social channels are now your first line of brand communication.
Why your social media manager now holds the mic
Every customer, journalist, and investor checks a brand’s social channels before anything else. That’s where they decide whether to trust you, and where they form first impressions. The tone, speed, and empathy of your social team shape how your brand feels to the world.
We used to communicate through controlled statements and long approval chains. Now, responses happen in minutes — sometimes seconds. And audiences expect them to sound human.
According to Sprout Social’s 2025 report, social media drives 67% of brand awareness, 60% of customer acquisition, and 58% of customer loyalty. Yet less than half of leaders say their social teams are experts at showing business impact. That gap shows how undervalued this function still is.
The audience no longer waits for a press release. They check your social handle. When something goes wrong, they DM you. When they’re happy, they tag you. When they’re angry, they tweet about you. The real-time nature of social means your voice online is now the main act, not just an afterthought.
The leadership gap
Most leaders still treat social media as a content function, not a communications one. They hire for design skills and scheduling experience instead of judgment, tone, and brand stewardship.
They expect quick wins and viral posts but rarely invite the social media manager to the table where messaging decisions are made. That’s like asking someone to drive your car but refusing to tell them where you’re going or giving them the wheel.
You can see this disconnect in how slow some brands are to respond to crises online. The social team drafts a post, then waits for sign-off from multiple executives while the comment section fills with frustration.
By the time leadership approves the message, the story (and customer revenue) has moved on — and the brand looks detached. Meanwhile, the brands that empower their social teams to act fast earn respect.
How to elevate your social media manager
If we want our brands to sound credible and consistent, we have to treat social media managers as spokespersons, not executors.
That starts with hiring people who understand communication, not just content, and trusting them with authority, not approvals. It also means giving them context — the why behind your messaging, not just the what.
Define a clear tone guide so they know how to speak for the brand without hesitation. Bring them into strategy meetings where key messages are shaped. Train them in digital PR, media ethics, and crisis communication.
These are the same skills traditional spokespeople are trained in — and your social media manager needs them just as much.
The return is measurable. In Emplifi’s 2025 engagement survey, one-third of consumers expect a reply within an hour. Only 8% are willing to wait two days. That’s a reflection of how trust works now. The faster and more human your response, the stronger your reputation.
When you give your social media manager the right tools, training, and trust, they become your best crisis manager, storyteller, and customer advocate — all in one person (and ideally with a supportive team working with them).
They’re already speaking for you. The question is whether you’re setting them up to succeed.
