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Advice to the first generation of “social media managers” just hitting middle management

Sandwiched somewhere between having the sobering reality of direct reports and the mundane accountability to senior executives, social media managers are now finding themselves in a purgatory without the guarantee of parole.

Indeed, for anyone who has ever watched Office Space or read a Dilbert cartoon, the jokes about middle management are plentiful. The problem for today’s social media managers is that most aren’t old enough to get those references. Even if they did, I doubt they would think they are that funny in their present situations.

Having taken a slightly less conventional path to my current position (read: MBA) I can tell you that middle management tends to get easier with time. However, its still really fun to watch “the young’n” grapple with their first review as a manager. Even funnier is their first time realizing that there might be someone “younger and hungrier coming down the stairs” after them.

Don’t get me wrong, I feel for them. However, after sitting through endless management courses and 360 reviews, I can’t help but feel a twinge of schadenfreude.

I will this say this; being in middle management does get better. Once you settle in to the realities of corporate life you start realizing that there is much more to business than marketing. You start to see how your role relates to finance, to accounting, to strategic planning.

Finally, I will offer a piece of advice. Think of middle management as a turning point. If you like business, stay in business. Start reading business publications like HBR and see if you can’t expanding your horizons. If you don’t like it, there’s always freelancing.

Just know that you’re path ins’t set. No one is forcing you one way or another and there is no one “right” direction for your career. If things get tough, which they will, keep in mind the words of Mark Twain: “Make your vocation your vacation and you’ll never have to work a day in your life.”

In the meantime, if you could remember to fill out your TPS reports, that would be great.

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