Imposter Syndrome in Social Media Marketing: What Is It, Who Does It Affect, and How Can You Overcome It?
Imposter Syndrome (IS) is a term first coined by clinical psychologists Pauline Rose Clance and Suzanne Imes as the ‘Imposter Phenomenon’ in 1978. According to VeryWell Mind it:
Refers to an internal experience of believing you are not as competent as others perceive you to be.
Research shows that up to 82% of people across a wide range of demographics struggle with imposter syndrome at some point in their lives. This universal belief that as professionals, we’re not good enough, have tricked the people around us into believing a lie, and will soon be found out for our inadequacies (despite plenty of evidence pointing to the contrary) is prevalent among social media marketers.
“Imposter syndrome has been a constant companion throughout my professional career, although I didn’t learn what it was until a few years ago.” says Esme Rice, Marketing Director at Tailify. “It manifests itself in the smallest things, such as adding “Oh but I don’t know if that makes sense” after I’ve just made a point that I know makes perfect sense. But it can create bigger problems and disrupt your entire career if not kept in check. I think the biggest challenge it poses for me is questioning myself and lacking confidence in the work I have done.”
Why is it common among social media marketers?
Social media is a massive community and as marketers/managers, your role is to place yourself at its forefront every day. The expectation is not only to stay up to date with the hundreds of the latest trends, but to be able to get ahead of those trends for the benefit of your clients or brand.
When you think of it as performing in front of 4.48 billion people with your boss standing behind you waiting on a standing ovation, the stage-fright is understandable.
On social media platforms, even as a casual user, it’s all too easy to fall into the paranoia that you’re only as valuable as the amount of followers you have. But for those whom social media is their profession, this feeling is magnified tenfold. When your stats don’t match your expertise, especially as a freelancer, it’s instinctive to question your worth.
Not to mention many still brand social media and its careers as easier or more fun than other professions, without realising the immense pressure of managing communities, running successful campaigns, and the like.
The role of social media marketers in business is consistently undervalued because not all business owners fully understand the potential of these platforms.
What’s the most common advice - and is it really helpful?
One of the most common pieces of advice people in general struggling with this psychological pattern tend to hear is ‘fake it till you make it’. This feeds into the idea that if you keep pretending you’re capable in your role, everyone around you will start believing that you are and you will too... eventually.
While helpful for some, for others the phrasing of this maxim only intensifies those feelings of being a fraud. What’s possibly a better way of framing the advice is: practice makes progress or learn on the job. Nobody new to a role is fully competent. There’s no such thing as overnight experts and it takes several years to build a broad knowledge in the field.
While it’s difficult to accept praise when you feel there’s a misalignment between your capability and experience, succeeding in a position you’re new to doesn’t mean you’re a fraud; it only points to a greater potential in yourself to achieve.
How can you overcome imposter syndrome?
There is no miracle cure. It’s important to remember that imposter syndrome is not only a very normal thing to go through, but a cycle, a habit of limiting thoughts formed to make sense of career-related anxieties. Cycles are hard to break and being patient with yourself is the key to any growth.
1. Build confidence
The best way to manage self-doubt, which is at the root of IS, long-term is through fostering habits of self-belief to fall back on. This can be done through practises like daily affirmations. This article from Refinery29 lists more ideas on ways to boost confidence in general.
2. Make intentional language choices
Notice your tone of thought, whether your self-talk is compassionate/how you’d talk to a respected colleague or loved one. Does it motivate or discourage you?
2.5. STOP APOLOGISING - A common tendency in professionals with imposter syndrome is to use ingratiating language choices like ‘Sorry for any inconvenience’, when making very reasonable requests. Paying attention to the way you communicate and express yourself to others in work-related discourse can transform your attitude and the way you’re treated.
3. Learn the difference between humility and fear
As stated by HubSpot, it’s really not necessary to shame yourself into feeling like an imposter in order to be gracious about your achievements.
4. And the difference between constructive feedback and harsh criticism
Not all feedback is of equal value - it can be helpful to differentiate between the kind that encourages you and the kind that puts you down. Communicate your needs regarding feedback to the people who you work with and disregard feedback from people who you don’t.
5. Celebrate your wins
Whether they’re big or small, taking the time to congratulate yourself on your accomplishments is a huge step in quieting IS. You don’t have to suffer for the right to enjoy your successes - indulge in a guilty pleasure, go out for a nice meal, buy that wishlist item - you do deserve it.
6. Take a break
Rest isn’t a reward but a basic necessity. You’re not going to reach a goal quicker, and it won’t be worthwhile, if it’s at the cost of your health.
7. Accept the opportunities you think you ‘don’t deserve’
Apply for that dream job, open up discussions about progression and promotion in your role, send off that piece of work you’ve been agonising over for being mostly-but-not-quite finished.
You’ll likely never feel fully prepared for an opportunity and it’s more productive to throw yourself in with the expectation of it being a learning experience.
8. Stop comparing yourself
The differences in your past experiences and approach to work is what makes you uniquely valuable as a social media professional. If you’re the first of your demographic in your work environment, feeling out of place is normal. Remember being a pioneer means not belonging.
9. Aim to ameliorate not eliminate imposter feelings
“There’s a balance with everything in life,” says Esme Rice. “I don’t always think that my imposter syndrome is a bad thing - sometimes it has made me sit down, shut up and just listen to those in the room around me. You learn a lot this way and quietly increase your confidence so that when you do speak, you feel assured that what you have to say is of value. Imposter syndrome will always try to qualify and reduce your achievements so create an objective list that allows you to feel confident in your achievements and abilities.”
Resources for fighting imposter syndrome
Gemma Brown Coaching - “At Tailify, we have recently completed a lunch and learn session with Gemma Brown Coaching,” says Esme Rice. “I can highly recommend her sessions and would recommend other companies take the initiative to host sessions that discuss imposter syndrome.”
The 5 types of Imposter Syndrome - This article goes into more about how IS manifests in you and the best strategies to tackle your specific type/s.
Clance’s Imposter Phenomenon Scale - This is for those of you who’ve identified with IS and then convinced yourself that you don’t have it - that you’re instead a legitimate imposter.
The Marketing Meetup’s 30 Days of Good Habits Challenge - Based on The Marketing Meetup’s popular session Imposter Syndrome: Stop Faking It, this challenge offers a more structured framework to tackle workplace insecurities. The Marketing Meetup is also a great community to become a part of if you’re looking for a non-judgemental, supportive place to connect with others in your industry.
The Daily Pep! podcast by Meg Kissack - This podcast provides a brief daily reminder that you’re amazing and capable and, most of all, very much not alone in the struggle against self-doubt.
This Ted Talk by Valerie Young for extra strategies.
Join SocialDay, a community of social media marketers and managers all looking to stay up to date with social media and support one another in doing so.
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