As we trudge through the final days of 2020, many people are ready for this year to end and welcome in 2021. If you’re a social media manager (by name or by definition), the burnout can be real. 

However, when the clock strikes midnight on New Year’s Eve, that doesn’t mean the trials of 2020 will magically disappear. 

Rather than think of leaving 2020 in the dust, try implementing the tips below for battling the burnout. These tips are not meant to downplay the substantial challenges we’ve experienced over the past year. Instead, they’re intended to prepare you to enter the new year strong as a social media manager, executive or business owner.  

Tip #1: Take Time to Recharge

The always-on nature of our modern-day lives means that social media is perpetually only a tap away. If you’re a social media manager, that means your job never really ends. 

You might publish a funny Instagram Story or Facebook post, but the work isn’t done upon publication. You have to interact with your followers, respond to their comments and questions, as well as reply to any negative feedback or reviews.

You also have to boost your content, monitor your analytics, pivot if you’re not getting the results you want, and continually think of creative ways to engage your audience. 

That last bit — the creative part — can be one of the most challenging aspects of a social media manager’s job. Not only must you be a critical thinker, highly organized and collaborative across teams, but you also must find ways to keep the creative juices flowing.

To ensure you’re able to keep posting the best content, it’s important to step away from your social media pages and take time to recharge. Granted, the pandemic has made in-person contact more difficult or nonexistent for some. However, it’s imperative that you build time in your day for real-life experiences.

These moments of hitting your reset button don’t have to be elaborate. It might mean taking a walk, meeting up with a friend for a socially distanced coffee, or calling a friend or family member to check in. Maybe it means picking up a book or engaging in a hobby at the end of the day — instead of endlessly scrolling.

This type of mindful use of social media — choosing when and how you’ll engage — may contribute to positive health outcomes. In one study from the Harvard T.H. Chan School of Public Health, researchers found that certain types of routine social media use are positively associated with social well-being, good mental health and self-rated health.

In contrast, social media use becomes problematic when it includes checking apps excessively due to fear of missing out or becoming disconnected from friends. 

As Harvard puts it, “these findings suggest that as long as we are mindful users, routine use may not in itself be a problem. Indeed, it could be beneficial.” 

We can also infer from these findings that for a social media manager, you have twofold responsibilities:

• Stay on top of your social media
• Carve out time in your day to disconnect

This brings us to our next tip: Get some help.

Tip #2: Build a Team

Whether you’re a social media manager working for someone else, or a small-business owner trying to manage social media on your own, one thing becomes crystal clear the longer you work on your social media: You need a team.

It doesn’t have to be a big team, but you need more than just yourself if you want to cover the two responsibilities mentioned above. You can’t do everything yourself and expect to be able to take time away.

As we discuss in The 5 Top Players You Need on Your Social Media Team:

“At the very least, assume you’ll need one or two people handling your social media posting, review responses, boosting and inbox replies. 

Remember, too, that you can always outsource this function, and many business owners do so in an effort in order to dedicate their resources elsewhere.”

When you outsource, it doesn’t mean you’re stepping entirely away from your social media. Rather, you can partner with someone like Rallio to provide much-needed help, support and expertise. You’ll also be able to grow much faster on social media and gain new customers if you have more people working on your behalf.

Tip #3: Crowdsource Your Content

In line with tip #2 above, you as a social media manager can turn to employees and influencers. Our article 19 Jaw-Dropping Social Media Stats + Action Items for Marketers offers some insights on why the use of employees and influencers to promote brands continues to be on the rise:

“Weber Shandwick reports these jaw-dropping social media stats: 98% of employees use at least one social media network for personal use, and of those, half of them are already posting about their company. 

These third-party endorsements, so to speak, impact buying behavior. Convince & Convert notes that 83% of Americans are more likely to purchase a product or service that’s recommended by a friend or family member.

Forbes further reports that brand messages shared by employees on social media reach 561 more people than those shared on a brand’s social media channels. They also earn eight times more engagement.

Need some dollar figures to wrap your head around? One November 2020 study in Public Relations Review found a correlation between employee advocacy and sales. “When people are talking about your organization, it helps elevate brand recognition, especially for companies that are in the sales realm and have growing goals,” states one study participant.

Gartner adds that a lead generated through employee advocacy or social selling is seven times more likely to close than those originating from other lead-gen tactics.

Bottom line: The evidence speaks volumes, and the stats above are just a fraction of the research showing the effectiveness of employee advocacy.” 

To integrate employee advocacy, create a formal program that encourages employees to post brand-approved assets about your business. With Rallio’s technology, you can gamify the process with leaderboards and rewards for your top posters. 

Not only does employee advocacy help you as a social media manager, but it also builds greater engagement and morale among employees. 

The End Goal: Minimize Social Media Manager Burnout While Getting Results

Your social media manager role can be exciting, rewarding and fulfilling if you take the proper steps to minimize burnout. The three tips above can set you up for a prosperous year — and leave you with enough energy to enjoy a cute dog TikTok video or two.

Final takeaways for a social media manager:

• Find a balance between work and play. Set boundaries for yourself so you’re not “always on” and you have the ability to recharge.
• Maximize your most productive hours (it’s different for everyone). Fast Company recommends choosing high-protein foods that support brain function and incorporating aerobic exercise to boost creative potential.
• Take a digital detox at specific times, too. Maybe you shut off your phone at night or completely unplug for lunch. Again, lean on your team to ensure you’re able to step away.
• Make sure you’re engaging in activities that don’t include social media. Yes, you’re a social media manager, but perhaps you’re also a bicyclist, a painter, a baker, a gardener, a musician or a novelist. 

At Rallio, our goal is to help brands — and you as a social media manager — avoid burnout while achieving incredible results. With our powerful combination of technology and a team by your side, you can’t help but be massively successful.