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What’s it really like to work in social media? A College of Charleston faculty member’s new research examines burnout, expectations and the reality of always-on digital work.
In this episode of the Speaking of … College of Charleston podcast, College of Charleston marketing professor Kelley Cours Anderson discusses her latest research – recently published on The Conversation as “The hidden burnout crisis facing social media marketers” – on burnout among social media managers and the pressures shaping digital marketing careers.
As Anderson and her co-authors write, “For the people who run brand accounts on social media, the workday never really ends.”
Anderson’s research was informed by themes identified in one of her students’ bachelor’s essays on social media wellness and draws on interviews with industry professionals. She explains how constant content demands, real-time engagement and the expectation to monitor trends make it difficult for social media managers to fully disconnect. Many spend significant portions of their day on social platforms, blurring the line between work and personal time.
The conversation also explores the realities behind what is often seen as an entry-level role. Social media managers are responsible for a wide range of tasks, including content creation, brand voice, analytics, customer service and crisis communication, often with limited support.
More than 40% of social media marketers plan to leave their jobs within two years, underscoring the growing pressure in these always-on roles.
Anderson shares what students and aspiring professionals should understand before entering the field, including the importance of setting boundaries, managing expectations and developing both creative and analytical skills.
Beyond the workplace, the episode highlights the often-invisible labor behind social media and encourages listeners to better understand the human impact of managing the digital spaces people use every day.
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