You know that it didn't take 15 people to "write the tweet." You're smarter than that. Those were the people listed as credited for an award they submitted for. Probably for a lot of your SL pieces you have at least 5 people working on it or touches it in some way: writer (if not https://twitter.com/TimHerrera/status/1380348949173796867

2), copy editor, editor, graphics, maybe layout on the site, social team pushing it out, email folks, maybe it shows up in a fb ad, so an ads team. And if any of those roles are held by the same person, know they're all independent skill sets and probably *should be* separate

jobs. And if you were submitting something for an award you'd probably also include all those people as a thank you in their part for this. So now on to the mechanics of the job you're disparaging. Social media is the primary point of entry for the majority of consumers. It's

both a significant outlet for marketing as well as communications. Of course a major brand like Oreo and parent Nabisco have a *team* of social media consultants and/or in-house staff. *Most* companies and organizations should have a social *team* (the ones that leave it to one

person churn through burned out staff). Then you have approval processes with client, comms, legal, etc signing off. You can roll your eyes at this too, but using a microphone to talk to millions of people - even digitally - requires care and oversight. Digital communications is

a serious profession that takes skill and experience and creativity. Marketing and advertising takes skill and experience and creativity. It's rare that good communications and marketing strategies happen in a vacuum with one solo person.

And you know that, and I know you know that because you're not stupid and you work in a creative field. But it's super easy to dunk on social and digital comms as frivolous and non essential because it's "just a tweet."