Social media executive: how to train and review the role
Plans content calendars, coordinates posts with designers and writers, publishes, replies to comments and messages, monitors trends and reports on engagement for client pages. Reports to the social media lead or strategist.
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Share your requirementsWho usually fills this role
Mostly young graduates with an interest in digital media, often with personal channels. Test judgement on brand tone, speed in replying, crisis sense and basic reporting. Show a brand comment thread with an angry user and ask how they would respond.
Skills ladder
Stage 1
New joiner
- Schedules approved posts
- Replies to simple comments using guidelines
- Collects weekly numbers
Stage 2
Independent
- Plans a month's calendar with the lead
- Briefs designers and writers
- Handles comments and complaints with escalation
- Analyses what worked and what did not
Stage 3
Senior or lead
- Leads content strategy for a client
- Manages crisis responses calmly
- Works with influencers fairly
- Coaches juniors
Training path
First weeks
- 1
Brand voice and rules
The lead explains each page's voice, topics to avoid and approval path. The executive writes sample replies for review.
- 2
Tools and calendars
The executive learns scheduling tools, calendars and the approval log. Early posts are checked before going live.
- 3
Escalation rules
The lead lists what must be escalated, such as legal threats or health claims. The executive states them back.
First year
- 1
Content planning
The executive plans a month's calendar around goals, events and capacity. The lead reviews balance and feasibility.
- 2
Community management
The executive handles comments in real time with logs of tricky cases. Replies are reviewed weekly.
- 3
Reporting and learning
The executive writes a monthly report with insights and next steps. The lead checks whether insights are real.
Towards senior
- 1
Crisis practice
A mock crisis tests speed, tone and escalation. Feedback covers actions and wording.
- 2
Influencer coordination
The executive learns briefing and tracking of influencers, with disclosure rules. Records are reviewed.
- 3
Mentoring
The executive reviews a junior's calendar and replies.
Performance review
Weekly review of live pages with the lead, a monthly one-to-one, and a written half-yearly review. Keep notes of agreed actions and revisit them at the next review.
What to measure
| Measure | How it is seen |
|---|---|
| Calendar discipline | Compare planned and published posts |
| Reply quality | Sample comments and messages for tone and accuracy |
| Insight quality | Read reports for specific, useful learnings |
| Escalation judgement | Review cases escalated or missed |
| Collaboration | Ask designers and writers about briefs |
| Compliance | Check disclosure and claims in posts |
Evidence to bring
- Content calendar
- Published posts
- Comment and reply log
- Monthly report
- Crisis notes
Questions to ask in the review
- Which page is hardest to manage?
- What comment worried you?
- What worked best this period and why?
- Where did you miss a deadline?
- How do you handle trolls?
- What trend would suit our clients?
- What would you like to learn?
Pitfalls
- Judging only on follower counts
- No escalation rules
- Letting freshers run pages unsupervised
- No time off from always-on posting
Questions about this role
For simple items with guidelines. Escalate the rest.
Compare to goals and learning, not likes alone.
Disclosure rules apply. Confirm with your adviser.