You Don’t Need a Social Media Manager: You’re Already Wearing the Hat

Jewish leader? Overwhelmed by social media? This blog is your reframe.

You’ll learn why: You don’t really need a social media manager because your authenticity is your strategy, and you’re already doing the heart of the work in growing your community.

If you work in a Jewish organization, you already know the truth: You wear a lot of hats: Fundraiser, Counselor, Educator, Event planner, Therapist. Graphic designer at midnight, Security expert, Head of snacks, Community builder, Chief problem solver, Occasional magician. It’s part of the job, and somehow you do it with heart.

So when someone says, “You also need to be active on social media.” Your brain does the understandable thing: NO, Not one more hat. Not another responsibility. Not another skill set. Not another pressure.

That resistance makes total sense, because social media feels like something separate, something new, something extra, especially if you're trying to understand the formats, the algorithms, the data.

But here’s the truth: most leaders don’t realize that social media isn’t a new hat. It’s one you’re already wearing. The “social media hat” is really just the “connection hat” you’ve worn for years. As simple as writing a What's App message.

Think about it.

Every day you: tell stories, welcome people, build relationships, celebrate wins, share values, explain meaning, respond to questions, calm fears, inspire action.

That’s community-building. And community-building is the core of great social media.

What feels scary is the technical side, the posting, the platform, the pressure to “get it right.”, but the heart? You already have it. You live it. You ARE it.

Social media is where people can see the warmth, purpose, and meaning that already happen in your hallways, classrooms, shuls, events, and at pickup in your driveway.

And here’s the irony: If you’re already collecting the content, you’ve already done the hard part. Leaders send photos. They explain what happened. They send messages on WhatsApp. They share voice notes with emotion and context. They articulate why a program was meaningful.

That’s exactly the heart of each post.

So when you think, “I need a social media manager,” what you’re actually saying is: “I’m already doing the work, I just want someone to polish it.”

And that’s fair. But the message, the meaning, the voice? That still comes from you, because only someone inside your building understands: why that child’s smile mattered, which milestone was a breakthrough, why this class activity captured the magic, what made that parent’s reaction so real, why this moment reflects your mission.

No outsider, even the best social media manager (and I do try!), can know those things without you.

Leaders don’t avoid social media because they’re not good at it. It’s not a lack of ability; it’s the fear of getting it wrong. So they choose to avoid it because they don’t want to look unpolished, say the wrong thing, or disappoint (themselves more than anyone). They are unsure what to post, and a million other excuses we give ourselves when embarking on something new.

This is the truth about social media that people forget: It thrives on authenticity. It rewards being different. And most of the time, “different” means being you.

There is nothing you will “get wrong” when your intention is connection.

Think about it this way: When we become mothers, no one hands us an instruction manual.

There’s no training, no checklist, no perfect method. We love our children, we try our best, and somehow, miraculously, and with Hashem’s help, everything works out. Not because we knew what to do, but because our intention was pure and our love was strong.

It’s the same with our organizations. We love them. We care deeply about the people we serve. We believe in the mission, the programs, the values. And even if we don’t know “how to say it” perfectly online…we will never say it wrong because passion comes through. Your heart always shows, even in the smallest caption or simplest photo.

There are no mistakes when you’re speaking from love. Your authenticity is your strategy. Your sincerity is your polish. Your presence is the impact. And that’s all your community (and those that still need to know about it) want to see.

So what’s the real flip? You don’t need to add a new hat. You need to recognize the one you’re already wearing. The “social media hat” is simply the same as welcoming people, sharing moments, expressing values, showing meaning, and inviting connection, which is precisely what you do every day.

Social media isn’t a separate job. It’s the digital form of the job you already do so well. I know leaders are overwhelmed.

I know the pressure feels heavy.

Social media feels bigger than it is.

So I created a short, practical podcast, built with NotebookLM, guided by my own principles, observations, and experience, to help Jewish organizations show up online with warmth and confidence. It includes small, bite-sized tips on how to think about social media in a way that feels doable, authentic, and aligned with who you already are.

If you want to listen, it’s there for you.

Social Media isn’t a new hat; It’s one you already wear.

So is the story; Exclusively Yours.

And yours to share.

— Rochie