Work in social, they said. That is actually the name of a social media account I follow that genuinely captures the insanity of this career choice. You know when you come across a post that hits the mark so accurately you can’t help but laugh, because otherwise you’d cry, that’s this account for me. I bring this up because it’s helpful to know that we (if you’re in this line of work) are not alone. There are many of us waking up to a new fresh hell on the daily. A new platform (hi, Threads), a new algorithm shift (it’s all about carousels now, but also Reels), a new paid subscription model (what are we even doing anymore), the new way AI is inserting itself everywhere (and filling our feeds with slop).
I’m focused right now on social media, but the truth is, social media is just one small part of what I manage for my clients. It happens to be the most visible and seemingly easiest for everyone to relate to, but most of my days are spent juggling all things digital (and traditional) marketing. In one day I could do all of the following: design an email campaign (which includes graphics and copywriting); capture content (still and video because heaven help us if we don’t get video); edit that content (in Lightroom for stills and CapCut or Edits for video); write a blog post optimized for search and LLMs; design graphics to fit every possible aspect ratio imaginable; read and reply to reviews; negotiate with influencers; vet influencers; follow up with influencers; schedule photoshoots; classify transactions in QuickBooks (least favorite task); oh yea…..and schedule content to social media (the never ending grind).
Are you tired yet?
Don’t get me wrong. I’m one of the lucky ones. I get to bounce between clients as different as a nonprofit helping with childhood literacy, to a plastic surgeon practicing cutting edge breast implant techniques, to some of the most popular rooftop and hotel venues in Chicago. No two days are the same. The creative problem solving fuels me, but it can also be draining.
Why don’t you hire someone to help you?
Chances are if you freelance your creative services or run your own one-person small business you already know the answer to this question. But for those of you who aren’t neurotic-perfectionist-control-freaks, let me break it down for you. My time is very limited. I’m already at capacity creating content for and managing client work. I got to where I am because I’m a doer, not a manager. I’ve never managed people in a way where I delegate tasks, follow up to ensure it’s done (and done right), and give constructive feedback when it needs tweaking. I’ve just always done it myself.
Part of why I love my work is because I get to do it myself. I’m so connected to the creative process and that’s what makes me good at what I do. When I take the photos/video I know the product. I taste the food, I feel the environment, I learn the process. This helps me write captions and explain the experience. If I outsourced a full photoshoot, for example, and get the photo set delivered to me there may be dishes that look pretty but mean nothing to me. Was the chocolate cake rich and decadent or light and fluffy? What the sushi bite spicy and smokey or mild and fresh? Those are two food examples, but this applies to everything. You have to live it to market it.
Full disclosure, I do have some help. My husband Nick is an incredibly talented photographer. He comes with me to most of my photoshoots. We make a great team and his technical knowledge of photography far exceeds mine. He’s taught me so much over the years, to the point where I tell him he should teach others. But I digress.
So why don’t you give that ownership to another person?
Great question. Find me that person and maybe I will. I’ve interviewed half a dozen people who say they want to work for me. Not one of them has taken the initiative to present how they might market one of my clients.
My client list isn’t a secret. It’s right here on my about page. The majority are publicly available spaces. Go to the rooftop. Order food. Shoot the content. Write the captions. Show me how you’d do it. Build an Instagram nine-square to develop an aesthetic.
Some might think, well why would they do that before getting hired or being paid? The answer is simple, to convince me they can do the work, have the vision, and are self-motivated to create. This business is hard. It’s taxing on the creative spirit. You need to be a person who is driven to create and sees the vision everywhere you go. I don’t have the time (nor the skillset) to teach someone how to do this. I need someone who either already gets it, or is willing to teach themselves (like I did).
Are you out there?
I have faith that this person is out there. In fact, I know they are. They are doing their own thing, running their own business and probably killing it. This is where it all comes full circle. I think some of us are just meant to be one-person shows.
The funniest part of this post is that it all started when I visited my website and saw that my last “Recent Project” post was from nearly TWO YEARS ago. It dawned on me that someone might come to my site and think I’m no longer in business. The reality is quite the opposite. I’m so busy with client work that I have no time to create content for my own website. I’d site the “cobblers kids who have no shoes” parable, but that would just make me look old. I said that saying to someone recently (someone not born in the 1900’s) and they looked at me with a blank stare.
Work in social, they said. Only if you’re ready to loose your mind and still somehow love every second of it.
