Deep Work for Social Media Managers

The unavoidable truth is this: 2020 was very hard on everyone. From a global pandemic to political unrest, we’ve dealt with a never-ending barrage of online news. For many, the solution to escape the overwhelm and constant cloud of uncertainty came in the form of disconnecting. At Doist, we often encourage disconnecting. We write about it, make templates around it, and work to create a culture that allows our team to fully disconnect when needed.

Unfortunately, disconnecting proves to be difficult for social media managers, who are “always-on” in some capacity. In 2020, those in social media felt the weight of constant connection. Monitoring accounts throughout crisis, knowing when to pause posts, and steering through drastic global shifts only increased time online for social media managers.

The everyday challenges of the job, like managing trolls and navigating the daily news cycle, were heightened by an ever shifting landscape. COVID-19 expedited the remote work revolution (whether companies were ready or not), social injustices pushed social media managers and organizations to make ethical decisions on behalf of the brand, and doom scrolling became a daily practice. More time at home meant more screen time, and more screen time meant more social media.

As the year wore on, many social media managers took to Twitter, sparking conversations about how to better manage their mental health, prevent burnout, and continue to bring their best to their day-to-day work—all while balancing uncertainty. Despite marked improvements and the faint glimmer of light at the end of the tunnel in 2021, that cloud of uncertainty still looms overhead.

Regardless of the added challenges brought on by 2020, social media managers still need to do their work, and do it well. From increasing followers, writing copy, strategizing, embodying brand voice, staying atop social trends, and driving engagement—it’s no secret that a social media manager’s responsibilities run the gamut. How can social media managers (and anyone else who largely works online) do all of this while actively combatting the fatigue and burnout that accompanies the “always-on” nature of the job? Enter my rallying cry for deep work: the time (and sanity) saving tool that’s shifted my entire relationship with social media management.

Deep work as a healthy boundary

Cal Newport, an author and professor who coined the term “deep work,” defines it as:

“Professional activity performed in a state of distraction-free concentration that push your cognitive capabilities to their limit.”

Conversely, activities performed without focused intention fall into a category Newport defines as “shallow work”:

“Non-cognitively demanding, logistical-style tasks, often performed while distracted.”

My career in social has often felt like elbowing my way out of a crowded elevator every single day. That elevator is chock-full of shallow work: distractions, customer responses, emerging social platforms, and viral trends constantly vying for my attention.

My career in social has often felt like elbowing my way out of a crowded elevator every single day.

Despite all this, there’s something inherently special about what we are able to do—building community, forming relationships with users, and being the virtual voice behind the brand. That love can sometimes come with blurry boundaries, though. In previous lives, I’ve worked during vacations, in the middle of loved ones’ birthdays, and even under my jacket at the movies.

Unsurprisingly, many social media managers have done the same:

Similarly, Newport has expressed concern about our “always-on” distraction culture:

“…the ability to perform deep work is becoming increasingly rare at exactly the same time it is becoming increasingly valuable in our economy. As a consequence, the few who cultivate this skill, and then make it the core of their working life, will thrive.”

Constantly waffling between real-time responses and the deep focus needed to create a long-term social media strategy is exhausting. Crafting a social strategy typically involves setting social goals (e.g. Increasing awareness, growing audience, generating conversions), researching and identifying the audience you want to develop, really getting to know your current audience, creating content pillars and themes, and more. Strategy lays the groundwork for social initiatives, both paid and organic. Most importantly, it gives each social post purpose and intention. Social strategy is the framework with which you’re able to provide that special touch for a user on social because you’ve taken the time to get to know them and their relationship to your brand.

That’s why deep work quickly became my workday non-negotiable at Doist.

I view deep work as a boundary I clearly set in my work-life. It empowers me to focus on what really matters most. For a few hours at a time, I fully turn my attention to building social strategy, instead of getting lost in a sea of social responses.

There is no social strategy without deep work

Social media managers agree: it’s hard to do social well without social strategy. It’s challenging to build a cohesive social calendar with a mix of evergreen and timely posts without setting aside time for ideation and brainstorming. Yet, many social media managers are constantly clawing to find more time to be intentional about creating content that resonates with their existing audience and serves to attract new followers.

A deep work boundary in your everyday routine will give you newfound pockets of flexibility in your day that were previously occupied with reactively responding to customers or haphazardly planning tomorrow’s posts. Being intentional and building a foundation of deep work makes days feel less busy, and more productive.

An easy way to start setting your deep work boundary? Clearly identify what you constitute as “deep work” versus “shallow work.” Identifying the responsibilities will allow you to prioritize your day more effectively.