Social media managers are the digital bodyguards of your company. They take all the hits for your brand, from the abuse of drive-by trolls to meaningful backlash when your company makes a bad decision.

The direct connection your social media managers have to your audience makes their perspective invaluable. If your company is making a difficult decision, you must have social media staff in the conversation. They know better than anyone how your fans and customers will react.

One reason social media managers suffer from burnout is the frustration of being a company's Cassandra. It's exhausting to constantly warn that a decision will have negative consequences, not have your concerns taken seriously, and then be on the receiving end of backlash.

Social media managers are dismissed as "too sensitive," "negative," and "paranoid" by company leadership when we speak up against risky choices. And 9 times out of 10, the backlash we warn about doesn't come! But that doesn't mean we're crying wolf — it means the brand got lucky.

If you don't include your social media professionals in top-line strategy decisions at your company, they will leave your company. It's as simple as that. Take the expertise and talent of your social media staff seriously, or you will lose it.

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