One of the things I love most about working in social media is the part that most often gets discounted or looked down on: the "customer service" of it all. 

If you told the average social media manager that they worked in the customer service space, they'd probably be quick to correct you. Maybe even point out that there's an actual support team that does customer service and what they do is totally different. I've also noticed that at companies large enough to have multi-person, tiered social teams, a role focused on community engagement/monitoring is often considered more entry-level.

Here's the reality, though: social media roles are customer service roles. Or, more accurately, social media roles exist in the same realm, or embody the same spirit as customer service roles. Yes, even if you aren’t answering support-type questions because there’s a separate support team that does that. Yes, even if you think “customer service” is super uncool and slash or beneath you

What does it mean to exist in the same realm or embody the same spirit as customer service?

Social media roles, especially ones focused on organic content, require a genuine interest in wanting to connect with and help folks. And at the end of the day, isn't that what "customer service" is: genuinely wanting to help folks and giving them an exceptional customer experience?

Content is often, understandably, the first thing we think of when it comes to social media roles. But if you're not developing, creating, and posting your content within this spirit of customer (or audience) service, you're only doing half the job. If you don't know your audience, how can you make the right content? If you don't see how they react to your content, how will you know if it's successful? Social media professionals with a “set it and forget it” mentality are no better than a bot. Knowing your audience can go a lot farther than directing content decisions, too. Reporting behaviours, preferences, and requests back to other teams like Product can help drive business objectives. 

This genuine interest for the audience, advocacy even, should be baked into everything, starting with the foundational work.

Audience advocacy will make for a stronger social strategy, more successful and resonant content, and help build brand awareness and strengthen loyalty.

It provides a more informed framework for being careful, accessible, and inclusive. Plus, being more tapped in with your audience means you'll be more proactive in seeking out new engagements or relationships, instead of just waiting for interactions to respond to. 

Remember, social media content isn't for the company, it's for the audience.

So that makes the audience essential to a social media role. And shouldn't something so essential demand interest, curiosity, and even respect? For me, that's where the real magic comes from—making genuine connections with folks and building relationships. Embracing that magic will make you a stronger, more successful (and cooler) social media professional. And if you don't care to, then, quite frankly, you have no business being in this industry.