Social doesn't need to be a democracy (and why that's a good thing)

If everyone can post, everyone feels like the expert. And that's really hard to beat.

One of the biggest uphill battles in social is putting intuition into strategy and articulating the why. Explaining why one thing is brain rot and another is cringe usually makes me sound less like a strategist and more like someone winging it.

The way to bridge instinct and strategy? Borrow from the decisiveness and clarity of dictators. Not the violence or oppression, but their ability to act, own, and articulate power.

The good part:

It’s clear we’ve entered an era where brand leadership no longer questions the value of organic social. The race to maintain relevance and own the narrative has only ramped up.

The deal is enticing: quick turnaround + low-cost production = massive engagement and community. Any business leader knows that’s a sick deal.

Organic social has even made its way into investor calls, stock predictions, and shareholder letters. Money is good!

But here’s the paradox: social is one of the only fields where years of experience don’t guarantee impact. The most culturally resonant work often comes from people on the fringes. Usually the youth, often people of color. A “junior” social manager can save a business millions, skyrocket brand fame, and even nudge stock prices.

Unfortunately, it usually manifests as building the gut instinct without building the skills to articulate what they’re doing, why it matters, and their point of view.

I remember early in my career falling back on:

“Idk it’s funny”

“It just works”

“Trust me”

Which is why I think it’s time social media managers take a book out of a dictator’s playbook. Not the bad stuff. But, we have the chops and the instinct, so we should act on them with clarity, decisiveness, and authority.

Some of the world’s best dictators (oxymoron?) all held pretty similar characteristics.

• Decisive and swift action: Without the need for consultation, deliberation, and compromise, dictators can implement policies and projects very quickly. This can lead to rapid progress in areas like economic development or infrastructure.

  • Decisive action in social means trusting your gut and executing quickly. Every person on a social team should be able to action without asking “what do you think?” excessively. You’ll quickly learn people will all have opinions with very few alternatives or solutions. Implementation of your gut instinct will give you the direct feedback on what is or isn’t working.

  • Real wins and failures give you evidence to move from gut reactions (“it was funny”) to clear, data-backed reasoning (“it worked because it aligned with our north star of _____ and resonated with our audience through ____ mentions”).

• Provision of goods: A dictator can gain favor by efficiently and generously providing public goods and services. For example, Lee Kuan Yew of Singapore was known for providing economic security, which led some Singaporeans to tolerate restrictions on their freedoms.

  • Provision of goods in social means using your unique skillset as leverage. Don’t let your platforms become a dumping ground. Say “no” when excluded, and “yes” when it builds influence. By being selective, you not only protect your value but also use your work to open doors and shape conversations. This in itself is crucial to forming your point of view.

• Political acumen To maintain power, dictators need to be adept at neutralizing political enemies. This obviously can involve insane behaviors like intimidation and violence, BUT also more subtle methods like rewarding rivals with political office to neutralize their influence.

  • In social, this means turning skeptics into allies. Instead of fighting resistance head-on, bring critics into the process. When they’re invested in the outcome, the results themselves prove your point of view. Letting others “take the keys” (and watching the work succeed or fail) is one of the strongest ways to neutralize opposition and build buy-in.

Following these fundamentals to build your point of view allows you to move from “trust me” to “here’s why this worked.” Dictator energy isn’t about instilling fear, it’s about decisiveness, clarity, and authority.

And that’s what every great social media manager needs.