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They spent HOW MUCH?? 🤯

The Diary of a Social Media Manager
Issue #3 • View online
Dear Diary…
Well, well, well. Here we find ourselves again. Glad to see you all back after last week. Doubly glad to share all the weird and wonderful things that have happened in my own personal corner of the internet.
First things first, let’s wrap up the social media storm that’s taken up my time this week (aside from a full time job, a memes account and a newsletter).
Surely, Instagram’s ‘we’re not a photo sharing app’ announcement?
Well… I probably should be thinking about that but, to be honest, I choose joy. And so I spent my time indulging in true escapism and LIVING for all the #LoveIsland and EUROS 2020 memes on Twitter. Truly some of the best UGC and #BrandTwitter moments around. Yes, even that Tesco tweet.
Anyway, have you all got your safety belts on…? I’m used to living life in 280 character stints so this could be a bumpy ride.

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And tell me, HOW do you keep up?
Well… wouldn’t it just be great if we could have a crystal ball to keep on top of social media trends? Luckily, we’ve got the next best thing. What’s that, I hear you say? A team who are predicting, looking back to judge their predictions, and then predicting again? YES! That’s exactly it.
Find out more about how their predictions went and what’s coming in the second half of 2021… maybe.
Everyone wants a viral social campaign but does anyone really want to pay for it?
A little birdy told me that E.l.f’s #eyeslipface TikTok campaign that broke records and won awards back in 2019 was eye wateringly costly…
Coming in at over $1M to produce in the first two months, E.l.f. have since spent upwards of $2M on TikTok alone since launching the campaign with some months coming in at $750K… Which is hardly surprising considering that hashtag challenges start at around $150K a week.
Anonymous, from the DMs of @workinsocialtheysaid
Anonymous, from the DMs of @workinsocialtheysaid
*cue me casually telling finance i’m accepting nothing less than $750K a month for TikTok spend*
Someone reminded me this campaign existed this week…
At the end of a relatively unproductive Zoom call this week, I made up for it by spending my lunch break discussing the importance of culturally relevant campaigns. I was reminded about the BRILLIANT Pepsi Global campaign with viral sensation Michael Dapaah and Korean beatboxing champs, J-Cop.
Comedic, entertaining and filled to the brim with talent I can only dream of, it’s an outstanding example of combining culture, creativity and social first content. I hear that the agency Coolr were responsible for this little masterpiece. Kudos, Team Coolr.
and a banger of a meme on top... just for kicks
and a banger of a meme on top... just for kicks
I’ve told you before and I’ll tell you again…
The best brand on Twitter right now is SparkNotes. Their engagement is through the roof, their tone of voice is unique, and they are always on top of the latest Twitter trends. If they ever hire, please let me know so I can apply immediately.
Tolkien explaining how a hobbit invented golf
▶🔘──────── 00:03

Tolkien describing a tree
▶🔘──────── 2:52:49
But truly, it’s the follow up for me…
Look this is not a tweet against all the tree talk but rather one in favor of more golf backstory. You simply can't say a hobbit invented golf by beheading a goblin and then continue on your way!
Another serving of tea, compadres?
You just know that every social media manager reading this is, as we speak, furiously checking whether they’ve set daily or lifetime budgets. And I’m 100% sure there’s at least one of you who’s thanking your lucky stars you read this email when you did.
Some opportunities are just too good to miss!
Social Media Account Executive @ McCann, Manchester
And the Best #BrandTwitter moment goes to…
Beautiful work from @BBCSport
Beautiful work from @BBCSport
The incredible @awkwardzara spills the beans on running an anonymous parody account (and being a full time SMM)…
Tell us a little about you, your role and the account
So while I am a full time social & digital marketer, I also anonymously set up & run the @awkwardzara Instagram account on the side for fun. It’s basically an extensive archive of all of the weird Zara website pictures, with witty (I hope!) captions and commentary. It’s a massive contrast to my financial services day job (SUCH a heavily regulated industry, so there’s very little wiggle room creatively!) but it gives me a creative outlet, and I’m hoping that doing this will boost my CV when I hopefully make the move back into a more creative industry!
Favourite thing about running the account
I love not having the pressure of applying rigid workplace community management rules to @awkwardzara and can just relax and have interesting, genuine conversations with followers. I’ve had a few really touching messages from people saying that reading the captions on the account has brightened their day; during the pandemic when everyone needed a bit of light relief from reality, it was really nice to hear that! The following spans across loads of different countries now, and I love seeing when people get creative and tag the account in their own Zara pose recreations!
Least favourite thing about running the account
My least favourite thing is the constant paranoia that Zara will send me a cease & desist letter (so far luckily, nothing)! 😂 Jokes aside, even though @awkwardzara is just a fun, parody account I do on the side, I want to obviously make it the best it can be as it’s a reflection of my abilities. On some days, the humour comes easily and I feel like I’m doing an okay job, but sometimes I really struggle to come up with a funny caption and an existential dread sinks in that all creativity has permanently left my body!
Top Tip
My number one tip would probably be to get going when the creativity is flowing: I have a whole notes section on my phone of potential caption themes and story ideas that I can refer to for inspiration on days of when I’m struggling to be creative. There’s so much pressure for social media managers to be switched on and creative at all times, but having a few fallback post options up your sleeve can be an absolute lifesaver. Especially when you’re hungover!
Follow @awkwardzara for a hilarious commentary on the weird and wonderful world of the Zara website.
If you’re interested in sharing your experiences as a SMM, please reply to this email or DM me on Instagram.
Your favourite meme of the week
this one sits next to my graduation photo on my parents' mantlepiece
this one sits next to my graduation photo on my parents' mantlepiece
So there we have it. Another week of me and me memes. Until next week, friends.
And remember, my DMs are always open. Send me your secrets and confessions, or just let me know a little about you and your life as a social media manager. I’ll keep it all safe. Before publishing it on the internet, of course.
Work in social they said. It’ll be fun, they said.
Peace out ✌️
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The MUST-READ newsletter for busy social media managers.
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