If your social media manager looks exhausted, sounds frustrated, and has “updating my resume” permanently open in another tab — there’s a reason.

And no, it’s not because “Gen Z doesn’t want to work” or “they can’t handle pressure.”

It’s because your social media team isn’t just posting content. They’re managing campaigns, communities, customer service, analytics, content creation, trendspotting, and crisis control — all at the same time, usually with zero resources and unrealistic expectations.

So if you’re constantly replacing burned-out social media managers, maybe the problem isn’t them.

The Problem: Burnout Isn’t Just an HR Issue — It’s a Business Problem

Burnout isn’t a personal issue. It’s a structural one.

When social media teams are stretched thin, it doesn’t just affect them — it affects your entire business.

• Your content suffers → Because rushed work = weak strategy and inconsistent messaging.

• Your engagement drops → Because no one has time to actually talk to customers.

• Your brand reputation takes a hit → Because social media is the frontline of your business, and if it’s neglected, people notice.

If social is supposed to drive sales, build community, and reinforce brand trust—then why is it treated like an afterthought?

The Hard Truth: Social Media Is a Team Effort (Whether You Like It or Not)

The brands winning on social? They aren’t expecting one person to do everything.

High-level social media = A full team.
Low-level social media = One person drowning in chaos.

If your strategy is “let’s just hire one person and make them do it all” — then your strategy is weak.

The Solution: If You Want to Win, Invest Like It

It’s simple:

Pay your social team what they’re worth. Social media is a direct revenue driver, not a side gig.
Give them a team (or at least, more support). One person can only do so much.
Set realistic expectations. Viral moments are fun, but long-term strategy wins.

Final Thought: Social Media Doesn’t Burn Out — People Do

You can replace a burned-out social media manager. You can hire someone new, throw them into the same chaos, and hope for different results.

But the real question is: Can your brand afford to keep running in circles?

Because while you're stuck in the hiring-burnout-replace cycle, your competitors are out there building communities, driving engagement, and turning followers into paying customers.

So maybe the problem isn’t your social media manager.

Maybe it’s the way social media is treated in your company.

And that? That’s something worth fixing.