Why Social Media Marketing Can Be a Mental Marathon

If you’ve ever felt like you can’t take your eyes off your notifications without something catching fire, you’re not alone. Social media marketing isn’t just about posting pretty pictures—it’s about strategy, audience insights, content creation, analytics, and, let’s not forget, putting out fires when comments take a turn.

Robbie Schneider, a seasoned social media manager and author of Social Media, Sanity, and You: A Guide to Mental Wellness for the Digital Marketer, knows this all too well. In our conversation, she shared how working in social media for a healthcare organization pushed her to her limits.

“Social media managers are often the frontline for their organizations,” Robbie explained. “We’re not just sharing updates; we’re managing crises, fielding questions, and dealing with emotionally charged situations—all while meeting tight deadlines.”

The Hidden Costs of Staying Connected

Social media marketing demands constant attention. Notifications ping at all hours, crises don’t follow a 9-to-5 schedule, and the expectation to always be “on” can blur the line between work and personal life.

…and let’s not even talk about the emotional weight of dealing with negative comments. Sure, it’s about the business or the organization, but when you’re the one reading it, day after day, it can feel personal.

Nearly 60% of social media professionals report high levels of stress and burnout. (Source: NISM Social Media Job Report) It’s no wonder so many are rethinking their career paths.

So, How Do You Protect Your Mental Health?

If this sounds a little too familiar, don’t worry. There are ways to stay sane while thriving in the social media world. Robbie’s book outlines practical strategies for managing the stress and chaos of social media marketing. Here are a few of her tips:

1. Set Boundaries with Technology

Turn off unnecessary notifications, keep work apps off your personal phone, and set “quiet hours” when you won’t respond unless it’s truly an emergency.

Robbie shared, “I don’t even have social media apps on my personal devices. If I need to check something for work, I use a monitoring tool. It keeps me from getting sucked into endless scrolling.”

2. Make a Plan for Time Off

Social media never sleeps, but you’re allowed to. Create a coverage plan for your days off so you can fully unplug without guilt. Train a teammate or set up automated tools to handle the basics while you recharge.

3. Communicate Expectations Clearly

Feeling like everyone’s throwing requests at you without understanding your workload? Try using “if-then” statements to explain the ripple effects of last-minute changes. For example:

• “If we move this campaign up, then we’ll need to delay the next one.”
• “If this post needs to go live today, we’ll have to shift other tasks to tomorrow.”

This helps frame the conversation in terms of trade-offs, not just refusals.

The Role of Organizations in Supporting Social Media Teams

While individual marketers can take steps to protect their mental health, organizations also have a responsibility here. After all, burned-out employees don’t create great content.

Here’s how companies can step up:

• Recognize the Strategic Value of Social Media: Social media isn’t just “something interns can handle.” It’s a core part of branding and communication and deserves a seat at the strategy table.
• Provide Resources for Mental Health: Offer access to counseling, mental health days, or stress management workshops.
• Set Realistic Expectations: Stop treating social media like a 24/7 emergency hotline. Build a team or outsource to avoid overburdening one person.

Personal Branding Pressure: A New Layer of Stress

And then there’s the added pressure of building your own personal brand. In today’s marketing world, there’s an unspoken expectation that you’ll be just as active and engaging on your own profiles as you are for your clients or employers.

But maintaining a personal brand can feel just – if not more – draining as managing a corporate one. Negative comments hit closer to home, and the pressure to post consistently can lead to creative burnout.

Finding Fulfillment Amid the Chaos

Despite the challenges, there are moments that remind us why we do this. Robbie recalled a story about a colon cancer awareness post that inspired several readers to schedule screenings.

“Knowing that our content directly impacted someone’s life? It gave me chills,” she said.

It’s moments like these that make the hard days worth it. But to keep reaching those moments, you need to take care of yourself first.

Keep Calm and Post Strategically

Social media marketing is a demanding field, but it doesn’t have to consume you. By setting boundaries, communicating effectively, and prioritizing mental health, you can find a sustainable balance.

And remember, you’re not alone. The struggles you face are shared by marketers across industries, and conversations like these are sparking change.

So, take a breath, step away from your screen for a bit, and remind yourself why you started this journey in the first place.

Want more tips on navigating social media marketing with your sanity intact? Check out Robbie Schneider’s book, Social Media, Sanity, and You: A Guide to Mental Wellness for the Digital Marketer, available now on Amazon.