It’s easy to think that the job of managing  your company’s or clients’ social media accounts can be passed to any seemingly “tech-savvy” individual within your organisation.

At first glance, social media seems simple. Popular platforms like Facebook, Twitter have millions of users each and have thriving content creation communities. Anyone can have an account, talk about whatever and have a decent following.

But being a mere “active user” is not enough to qualify someone to be your Social Media Manager if you want substantial results. And while many other posts like this spout advice on the more executionary aspects, I’ll be focusing more on the sort of mindset that will lead to long-term sustainability.