I do engineering support for a major company that supplies a relationship management tool to companies like Nike, P&G, Zimmerman, DPSG, etc. I've been in this l

I do engineering support for a major company that supplies a relationship management tool to companies like Nike, P&G, Zimmerman, DPSG, etc. I've been in this line of work since 2010 and have watched it explode. In the beginning companies usually only hired a singular person to be their social media manager. These days companies have entire departments doing digital social canvasing. Some of our clients have 20 Facebook admins alone on their social teams, then another 30 doing canvasing for the companies various brands. These teams had to prove their value, especially a few years ago when it was one or two people justifying their existence to upper management. These teams today have to work to get paid, work involves canvasing media sites. At this stage so many companies have invested so heavily in social spaces that they can't admit defeat to their investors whom they assured "social is the future!". This is why it's so bad these days, the number of canvassers has exponentially grown and they have to constantly prove their worth to their employers.