Social media is and has always been an incredibly weird and powerful tool. At its core, it is merely a communication tool. Like all tools, it serves a specific role.
You wouldn't try to screw in a screw with a hammer, right?
Communication is not only how you speak, but it is also how you listen. When it comes to social media, that means it's not only what/how you post, but also you HAVE to engage.
If all you are doing is posting and you are not taking the time to listen and engage with those, you're bad at communication.
If all you are doing is picking fights on the internet to get your dunks of clout, you're bad at communication.
It takes so much more effort, and honestly, work to be an effective communicator. This is why when you are looking for a social media manager, you need to respect that in order to make them the best communicator on your team, you have to give them space not only to post, but to be able to respond and engage with your community.
Expecting only the first part and not allowing them to exemplify the second is like trying to put in a screw with a hammer. I guess it kind of works, but how much damage are you causing in the process?
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