I Know You Are, But What Am I?

Impostor syndrome is a psychological condition characterized by self-doubt and a persistent internalized fear of being exposed as a "fraud." This phenomenon has a funny way of rearing its ugly head in all sorts of professions, from writers and scientists to executives and actors. It seems to affect almost every aspect of white collar work and creative professions, but it manifests itself quite acutely in a particular role … social media managers. Yes, social media managers — the much-maligned, oft-underestimated, and frequently underpaid champions of the digital world. The meme-makers and real-time miracle workers. The comment commanders and digital diplomats. Those social savants and hashtag heroes. Ok. That’s enough.

But let’s be honest for just a minute. They suck … and everyone knows it. At least that’s what they think. The reality is, if you’re good at your job, you probably think it’s easy. Some jobs come especially easy to you, but other people just don’t get it. You know those people. There are lot’s of ‘em. The ones you have to explain what engagement rate means, how much content needs to be created for the week, how many different formats you need for each piece of content; the ones you need to convince their video isn’t a viral hit and never will be. Or worse, the executive who wants to do a flash mob to launch their new B2B SaaS Chrome Extension. Those people. They suck.

Consider the irony: social media managers, in most organizations, take on more roles than Tyler Perry. No, Eddie Murphy in Norbit … Wait. Social media managers carry more baggage than a sherpa during peak climbing season.

Ok. I can’t. Hold on. I got this. Social media managers:

• Jump around faster than a cat dodging a water gun.
• Juggle tasks like a clown with a caffeine addiction.
• Wear more hats than a centipede has shoes.
• Change quicker than a chameleon at a disco.
• Spin more plates than a dj moonlighting as a dishwasher.
• Wear more hats than a magician with a rabbit problem.
• Take on more roles than tofu at a vegan potluck.

Ok. That’s enough. We’ll stick with the last one.?

On a normal day, they're the ones creating content, managing platforms, analyzing metrics, interfacing with legal, and putting out digital crises. They're expected to spin engagement gold out of the most mundane of company updates, working with five departments to get one tweet scheduled, all while juggling the expectations and demands of countless other teams. Yet they often find themselves at the bottom of the totem pole, both in terms of pay and respect. The dismissive "let the intern handle it" mentality still lingers, as if managing a brand's entire online presence is as easy as posting a quick selfie.

It’s no wonder they feel like frauds; they often get treated like one.?

This widespread use and understanding of social media contributes to the problem. The line between "expert" and "user" has become blurred, making it difficult for those in the industry to see themselves as professionals, let alone experts. It also makes it easier for those outside the industry to underestimate and dismiss the skills and knowledge required to succeed in the role. After all, your grandparents are on Facebook! How hard could it be?

Impostor syndrome is far more prevalent than most people think, and symptoms don’t always manifest themselves every day. Sometimes they’ll only show up before a big meeting or during a speaking engagement, but when the symptoms appear—like uninvited guests —they're hard to ignore. It hits your breath, and you think everyone can hear the quiver in your voice or the frog in your throat. Great timing. Others live with it every day, or just on days like National Hamburger Day, World Sleep Day, or National Scavenger Hunt Day, which is tomorrow! Do you have your post ready? Don’t tell me you forgot again!

Impostor syndrome is everywhere. The prevalence varies widely, from 9% to 82%, depending on the study population. So, like, almost everyone. And almost no one. It depends, I guess? The only people who definitely don’t have impostor syndrome are Elon Musk reply-guys. Those people have their shit together, that’s for sure.?

But seriously, I have personal experience with this as well. I was a very early adopter of social media. One of my earliest jobs was educating agencies, corporations large and small, non-profits and everything in between on the future of marketing and communications. At the time it was Web 2.0 and I was painting the picture of everything from RSS and IPTV to phenomena like The Daily Me, blogger relations and viral videos. It was the disintermediation of media. The democratization of content. The eyeball economy; the attention economy. This was pre-streaming, pre-Facebook, pre-Twitter. This was New Media Web 2.0 days. Those seminars and keynotes got me my job at PepsiCo (with big thanks to Maryann Watson and Bonin Bough ). But when I got to PepsiCo, things felt different, even though nothing had changed. I was still a subject matter ‘expert.’ It was just that the stage was bigger and I felt the bright lights. It was easy to feel inadequate next to Bonin and Gary Vaynerchuk , but it was just insecurity.?

Ironically, one of the side effects of this new role was a steady decline in speaking engagements. I went from five or ten engagements a month to maybe one or two a quarter. This? only enhanced, exaggerated, and exacerbated those feelings. It took years to rebuild those muscles, counteract the atrophy, and rebuild the confidence lost. But still, doubt creeps in, as do nerves, but all of this is normal, and you learn to accept it and harness the excitement and adrenaline.

But let's take a moment to appreciate some of the greats who've admitted to battling this beast. Sara Blakely, the billionaire founder of Spanx, confessed to harboring fears of being "found out" during her early years of skyrocketing success. David Solomon, the CEO of Goldman Sachs, has spoken openly about feeling out of place in his own office. Even Guy Kawasaki , the marketing legend and venture capitalist, has admitted to nagging doubts about his credibility.?

Seth Godin, renowned author and marketer, has shared his own battles with impostor syndrome. Even with his extensive influence in the marketing world and numerous best-selling books, he's spoken about feeling like a fraud at times. He's written about the fear of being "found out" and how it can be a significant hurdle for individuals in creative fields. His transparency around this issue serves as a reminder that even the most accomplished professionals can struggle with self-doubt.

If these giants can feel like impostors, what chance does a humble social media manager have? Well, quite a good one, actually. Because if there's one thing these stories teach us, it's that feeling like an impostor doesn't make you one. It makes you human. It makes you part of an exclusive club where self-doubt is the entry fee and success is the common denominator.

So, the next time you're feeling like an impostor, remember: you're in great company. Take a deep breath, trust in your abilities, and carry on. After all, even if you feel like you're winging it, you're still flying.

So, a couple quick things to keep in mind if you’re in the depths of doubt:?

• You are not alone in these feelings.?
• Focus on your accomplishments and skills.?
• Remind yourself of the positive feedback you’ve received from friends and peers.
• Seek out support from colleagues and mentors. Talk to others in the field and share your experiences and feelings.?
• Set realistic goals for and focus on what you can realistically achieve and not compare yourselves to others, because what others might be sharing certainly isn’t the whole story, it’s just the highlight reel.?
• Finally, practice self-care. Take breaks when you need them, exercise regularly, and engage in activities that bring you joy and fulfilment… like making fun of your colleagues with the rest of your social media team.?

Do you have experiences you’d like to share? Things that you did to help you get over these thoughts? Please share here with a comment or with your own content.?