Welcome to another episode of McFarland Minutes! In Episode 25, we talk with Scout, co-host of McFarland Minutes and our director of Strategic storytelling about her Master of Arts in Mass Communications at Texas Tech University and her research on the high burnout rates among social media managers.

Scout initially pursued her Master’s degree driven by a desire to achieve more and diversify her expertise. This mindset opened the door for her to leverage experiences from projects at McFarland Productions. The program has not only been academically enriching but also personally fulfilling, aligning well with her goal to blend learning and career advancement.

Scout’s thesis project delves into a critical issue: the rapid burnout rates in social media management roles. Having observed this phenomenon firsthand across different workplace settings, she chose to examine this subject through surveys targeting a wide range of social media professionals—agency employees, in-house staff, and freelancers.

Through her comprehensive research methods class and literature reviews, Scout uncovers eye-opening insights:

1. The majority of social media managers surveyed were female, primarily aged 25 to 34, which reflects similar trends in marketing fields.
2. A significant percentage of respondents reported high pressure to produce quality content, and a staggering number indicated frequent feelings of stress or anxiety.
3. Most participants have worked in their current roles for just one to three years, yet many have already considered leaving due to burnout.

Scout’s findings reveal not just statistics, but a heartfelt reflection on the emotional and psychological challenges faced by social media managers. The stories shared by participants were validating, enlightening, and often sobering, underscoring the intense pressure to maintain constant online presence and engagement.

Looking ahead, Scout plans to compile her findings into a comprehensive 30-page paper. There is potential for this research to be widely shared, offering valuable insights to companies within and outside the Western industry. The goal is to use these findings to improve working conditions, refine roles, and reduce burnout, a critical step towards sustainable careers in social media.

Natalie McFarland ends the podcast by emphasizing the importance of personal and professional growth, not only for individual development but as a key driver for organizational success. Scout’s research paves the way for more informed, empathetic, and effective strategies in managing social media roles.

Stay tuned for future episodes, where they aim to dive deeper into topics of burnout and share the full scope of Scout’s research. Together, they hope to foster a more supportive and balanced work environment for social media professionals everywhere.