Why Social Media Management Matters More in the AI Era

Since artificial intelligence (AI) stepped into the scene, there’s been a common worry that social media management roles could be on the way out. After all, AI can generate text, images, and even videos at the click of a button. But the reality is that managing social media—especially for large brands—is about far more than just cranking out content. In fact, social media management is becoming more essential because of AI, not in spite of it.

Let’s break down why.

It’s Not Just Content, It’s Strategy

While AI can help with the mechanics of content creation, it doesn’t come close to the strategic, thoughtful work needed to bring a personalized campaign to life. The brands that dominate their industries—luxury names like Gucci and Louis Vuitton or consumer giants like Nike and Coca-Cola—need more than just pretty images and catchy captions. They need high-quality, on-brand campaigns that are consistent and align with their values.

A successful social media campaign requires strategists, planners, and people who understand both the art and science of brand-building. AI can create individual pieces of content, but it can’t create a cohesive story or help a brand authentically connect with its audience. That’s where human managers come in.

Misconceptions Around AI and Social Media Jobs

Let’s be real, AI isn’t that great at creating content that stands out on its own. Also, with social media, it’s not enough to post. There’s a need to ensure that each post serves a purpose and ties back to the brand’s identity and goals. That’s something only human oversight can accomplish, particularly when the stakes are high for brand image and customer perception.

Sure, AI can replicate some parts of the job. Still, it can’t bring the unique insight, strategic thinking, or brand alignment that human managers do. The sheer amount of content produced and the complex brand identities involved mean that brands need managers who can review, refine, and ensure consistency across platforms.

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The Review Process: How Big Brands Ensure Quality

For top brands, a rigorous review process is essential. Different types of brands go through varying levels of review, depending on their audience, campaign goals, and internal standards.

1. Luxury Brands

Gucci and Louis Vuitton typically go through 8-12 review rounds. Their content undergoes multiple rounds of concept, creative, copywriting, and visual asset reviews to meet their high standards.

• Initial concept review (1-2 rounds)
• Creative review (2-3 rounds)
• Copywriting and tone review (1-2 rounds)
• Visual asset review (2-3 rounds)
• Brand governance and compliance review (1 round)
• Final approval and sign-off (1 round)

2. Premium Brands

Nike and Coca-Cola may require around 7-10 review rounds. While the process is slightly less intensive, it still ensures that each post reflects the brand’s voice and values.

• Initial concept review (1-2 rounds)
• Creative review (2 rounds)
• Copywriting and tone review (1 round)
• Visual asset review (2 rounds)
• Brand governance and compliance review (1 round)
• Final approval and sign-off (1 round)

3. Mainstream Brands

Toyota and McDonald’s streamline the process further, often completing 5-8 review rounds.

• Initial concept review (1 round)
• Creative review (1-2 rounds)
• Copywriting and tone review (1 round)
• Visual asset review (1-2 rounds)
• Brand governance and compliance review (1 round)
• Final approval and sign-off (1 round)

Each of these brands follows a multi-step review process that includes concept, creative, copy, and compliance reviews, ensuring quality and adherence to brand guidelines at every level. The process is also influenced by factors like brand size, regulatory needs, and internal stakeholders.

The major roles in this process include:

– Creators: Develop initial content, usually involving 1-3 people.

– Reviewers: Offer feedback and refinement, often 2-5 people.

– Approvers: Make the final decision, typically 1-2 people.

– Compliance Officers: Ensure content aligns with regulations, often just 1 person but crucial for the process.

AI can assist in generating content, but this kind of detailed process ensures consistency and quality that no machine can provide on its own.

Has AI Reduced the Need for Social Media Managers?

AI might simplify parts of the content creation process, but it hasn’t reduced the demand for skilled social media managers. Instead, it’s made it even more crucial to have experienced people at the helm. The more content that’s generated, the more we need skilled managers to vet, approve, and align it with the brand’s goals.

In a world where anyone can generate content quickly, it’s the strategic oversight, thoughtful execution, and human touch that sets top brands apart.

The Bottom Line

AI hasn’t replaced the critical need for social media managers but it has affected the way we work. As we expect more sophisticated tools in the near future, technology will continue to have a growing impact on how we operate as a unit. Regardless, skilled human oversight is essential to ensure that campaigns are effective, aligned with brand values, and executed flawlessly. 

So, if you’re worried about AI taking over, take heart: the role of social media management is more important than ever.