Understanding Social Media Executive Duties: A Guide
Updated 8 September 2022
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Social media executives support the delivery of communication for a brand or an organisation to ensure that its activities are visible to internet users. They create engaging content, manage social media partnerships with other brands, plan and execute digital marketing campaigns and evaluate the success of these campaigns. Learning about their responsibilities can help you prepare an impressive resume that highlights your qualifications and experience, increasing your chances of getting hired for the role. In this article, we examine the list of their key responsibilities and outline some steps to help you mention your past duties on your resume.
Key Responsibilities Of A Social Media Executive
Below are some key responsibilities of a social media executive:
Developing social media campaigns
These social media professionals plan social media campaigns for different clients and implement them using different social media platforms. These campaigns include producing interactive content that increases audience engagement and brand awareness. They work methodically and apply their strategic thinking skills to assess data from past campaigns to measure metrics and understand what worked in the past and what may not work for the present campaigns. These executives are highly adept at partnering with different brands to market their products or services.
Related: Top 20 Marketing Skills To Include On Your Resume
One of the major responsibilities of these executives is creating content that matches the preferences of a brand's target audience. Their proficiency in modifying content according to social media channels and audiences makes them successful in this field. They prepare content either on their own or collaborate with freelancers or in-house content writers to develop high-standard pieces of content to match the tone of the brand.
The content that they prepare usually includes text, images, videos, graphics interchange format (GIFs) and memes. This responsibility may also include optimising the sizes of multimedia elements and word count of written messages according to the specifications of different social media channels. These professionals regularly create and share content to help facilitate routine brand messaging.
Related: What Is Content Creation? (Importance And Examples)
Optimising visibility of the content
These professionals ensure that the content they produce and share reaches a larger number of people of a brand's target audience. To deliver maximum visibility, they apply their in-depth knowledge of how different social media platform's function and determine in what ways their team may utilise these channels. They use relevant languages to reach as many people as possible. For instance, if people are celebrating Hindi Day, they may create content in Hindi to connect with the Hindi-speaking audience.
Their content visibility efforts may often include coordinating special contests and giveaways. This allows them to highlight brand presence on the internet. With such promotions, they may encourage audience engagement by incentivising followers to comment, like or share their posts.
These professionals maintain a content calendar with which they ensure that they share brand messaging at the right time to reach the maximum number of people. Depending on the number of posts they are to schedule, they may keep a diary or use a scheduling tool. With such programs, they are better able to upload the content without having to share it manually, as these tools allow them to set the publishing date and time. These tools help them manage their time efficiently and remain organised, along with working across different time zones.
Related: What Is Content Marketing? (Benefits, Examples And Metrics)
Community management is helping audiences to engage with companies in a discourse. This type of management focuses on answering direct messages and questions and responding to comments. When these executives efficiently manage social media communities, they improve the performance of client accounts and foster trust among their audiences. Another role of community management is to retain social media audiences and increase brand loyalty.
Analysing digital presence
Apart from creating and posting content, these executives also focus on evaluating the efficacy of their social media campaigns and determining if the content is improving a brand's online presence. They create robust digital and social media plans and employ varied forms of analysis to identify novel ways of improving the performance of the campaigns. They utilise their investigation abilities to find out more about the latest marketing and advertising trends. This assessment also includes competitor analysis and using traffic analysis tools to discover insights about audiences.
Related: Skills For A Social Media Specialist (Definition And Examples)
Monitoring paid media and advertising
Managing paid social media advertisements is another important aspect of their responsibilities. They optimise budgets and allocate funds so that social media campaigns deliver maximum results. Paid media options offer different settings with which these professionals can customise their customer outreach plan, like achieving a specific number of impressions and targeting a particular location. These professionals are often proficient in using spreadsheets, as they utilise them to monitor campaign spending.
Reporting and assessing analytics
Measuring the success of a social media campaign is an effective way to determine if the plan is working. They utilise various analytics tools to efficiently and accurately conduct this analysis. These professionals prepare reports routinely to assess the performance of their content by counting impressions, assessing the potential reach and examining engagement. These exercises allow them to get valuable insights and make data-informed decisions.
Related: What Is Social Media Analytics? (Definition And Importance)
Delivering customer service
If a brand has an online presence, it means that it is easier for its audience to reach it quickly. For this to happen seamlessly, these professionals deliver excellent customer service. This includes coherent communication with customers through direct messages or assisting them in reaching the customer support department for resolving their queries or issues.
How To List Your Past Duties On A Social Media Executive Resume
Below are three steps you may follow to highlight your past duties and responsibilities on your resume:
1. Explain your previous jobs
When you include key responsibilities on your resume, you allow hiring managers to assess your work experience and identify your achievements and skills effectively. With a comprehensive work experience section, you answer the recruiters' questions regarding your past roles. Before enumerating responsibilities, write job titles, duration of employment, names of your previous employers and location of these organisations. You may use a bulleted list to highlight your responsibilities efficiently. Below are some examples of responsibilities for your resume:
Developed social media campaigns to build brand awareness
Created strategies to foster organic channel growth
Designed consistent and engaging content for social media platforms
Produced original visuals and videos related to the brand's product or service
Generated monthly analytics reports detailing progress
Coordinated promotions and advertisements
Monitored budgets to ensure compliance with organisational expenditure requirements
Collaborated with other social media specialists, like paid media managers
Worked with visual media designers to create engaging content to promote business objectives
Remained up to date with the latest developments in social media
Managed queries and messages, along with replying to people and engaging with audiences
Related: Professional Resume Samples To Help You Land A Job
2. Quantify your experiences and abilities
When listing your previous roles and responsibilities, be sure to highlight your strengths and abilities. You are more likely to impress a hiring manager when you quantify your achievements, so they are comparable and measurable. Below are some examples of how you may quantify your responsibilities:
Developed and implemented social media strategies, improving customer engagement rate by 55%.
Updated social media activities on all major social media networks to increase followership by 30%.
Analysed the results of social media campaigns to improve average efficiency levels by 40%.
3. Customise your responsibilities
Customising resume responsibilities may help you align professional proficiencies and skills with the role's criteria for which you are applying. Carefully examine job advertisements. Many employers share a job description, which has keywords that convey to candidates what they seek in their potential hires. Writing responsibilities using these keywords creates a personalised work experience section. When incorporating these keywords, consider highlighting your strengths. For instance, if an organisation requires you to be proficient in customer service, analysis and collaboration, you may customise your key accountabilities to show your skills like this:
Delivered high levels of customer service consistently by responding to their queries on social media platforms.
Liaised with the brand's product development team to gather and disseminate meaningful information.
Identified and collected key data for various sponsorship campaigns.
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