Article Credit: Niushad Shareef
In today’s digital landscape, too many businesses fall into the same trap: they hire a Social Media Manager and expect them to do everything.
From filming and editing videos, designing visuals, writing captions, running ads, responding to comments, monitoring trends, managing multiple platforms—and analyzing performance too—it’s an unrealistic expectation for one person.
Yes, a Social Media Manager is crucial. But their role is to strategize, plan, and manage content across platforms—not be the entire engine of content creation, marketing, analytics, and community management. When you force one person to wear every hat, you end up with two things: poor results and burnout.
The Maldivian Reality
In the Maldives, especially among senior management, there’s still a fundamental misunderstanding of content value—how it’s created, distributed, and measured.
For many, having “something” on social media is enough. A post for Eid, another for Independence Day, a few Jummah greetings, a Ramadan offer, and maybe an office birthday wish—job done. It’s mostly for internal satisfaction, not external impact. But that’s not marketing—that’s decoration.
Very few decision-makers ask:
- Was this content useful to our audience?
- Did it educate, inspire, or engage anyone?
- Did we track its effectiveness?
And when these questions go unanswered, blame often falls on the Social Media Manager—who, in most cases, is doing the best they can without a proper budget, strategy, team, or tools.
Some are managing five accounts from their own phone. Others have a photographer but no editor. No automation tools. No copywriter. Just mounting pressure, unreasonable expectations, and very real burnout.
What Companies Actually Need
If you’re serious about building a real communication function, here’s what your structure should look like:
1. A Creative Marketing Manager
Someone who owns brand storytelling and leads overall content strategy.
2. A Content Marketing Team (or an External Agency)
Responsible for creating compelling in-house content—from reels and short videos to infographics, photos, and copy. This team should include:
- Designers / Illustrators
- Videographers & Photographers
- Editors / Animators
- Copywriters
They need proper tools: updated software, licenses, hardware, and cloud-based content archiving systems.
3. A Digital Marketing Team
Manages digital platforms, websites, ad campaigns, SEO/SEM, analytics, and performance reporting.
4. A Corporate Marketing Team
In large enterprises, this team oversees investor communications, sponsorships, CSR initiatives, and corporate branding. (Smaller companies can merge this function with PR.)
5. A Public Relations Team
Handles media outreach, press relationships, news monitoring, event publicity, and official statements.
6. Event Marketing (Outsourced)
You don’t need an in-house event team. What you do need is:
- A strong concept
- A clear Terms of Reference (TOR)
- The right vendors
Luckily, the Maldives has talented event firms. Use them well.
What If You’re a Small Team?
That’s okay. You can still be effective.
- Assign clear roles even if one person wears multiple hats.
- Outsource specialist work like video editing, design, or event setup.
- Invest in tools that make the job easier—automation, scheduling, reporting.
- Provide training so your team keeps up with evolving platforms.
But whatever you do, stop expecting one person to carry the entire load. That’s not just unfair—it’s counterproductive.
Think About It!
You wouldn’t ask your accountant to fix your office plumbing. So why expect your Social Media Manager to be your entire marketing department?
If you want results, build a team. Or at least support your people like one.
Your brand—and your people—deserve better.
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