What does a social media executive do?
A social media executive supports the planning and execution of social content across key platforms like LinkedIn, Instagram, TikTok, and X. They’re responsible for posting, community management, basic analytics, and contributing to campaign ideas. The role is highly executional and usually part of a broader digital or content team.
They work closely with designers, copywriters, and marketing managers to ensure content aligns with brand goals. Key responsibilities include scheduling posts, responding to followers, tracking trends, and helping report on performance.
In smaller companies, they might run all social platforms independently. In larger organisations, the role is more focused on execution within a defined framework and can be a key stepping stone into strategy or content creation.
Key responsibilities of a social media executive.
Social media executives are typically responsible for a mix of scheduling, engagement, and reporting tasks, such as:
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Publishing and scheduling posts across platforms like Instagram, LinkedIn, and TikTok
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Monitoring comments, DMs, and mentions for engagement and customer queries
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Writing captions and short-form copy aligned with brand tone
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Collaborating with designers and content creators on visuals
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Assisting with influencer partnerships and content outreach
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Tracking post performance using native analytics or scheduling tools
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Supporting paid social campaigns through asset uploads and QA
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Flagging trends and platform updates to the wider team
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Maintaining content calendars and campaign timelines
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Reporting on follower growth, reach, and engagement
This role combines execution with community management and performance monitoring.
Skills and requirements for a social media executive.
Social media executives support content creation, community engagement, and campaign scheduling. Employers typically look for:
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1–3 years of experience in social media or digital marketing
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Strong working knowledge of Instagram, LinkedIn, X, and TikTok
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Experience with scheduling tools like Hootsuite, Sprout, or Buffer
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Good copywriting skills tailored to social platforms
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Basic creative skills in Canva, Adobe, or similar tools
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Understanding of social KPIs, content calendars, and campaign support
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Confidence in engaging with audiences and moderating comments
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Ability to work to tight deadlines and follow brand tone of voice
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Familiarity with analytics tools and reporting templates
Most social media execs join from junior marketing roles, internships, or recent graduate positions. A related degree or short course may be preferred but isn’t always essential.
Average salary for a social media executive.
In the UK, the average salary for a social media executive typically ranges from £28,000 to £38,000, influenced by platform expertise, industry focus, and content performance skills.
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Mid-level social media executives tend to earn between £28,000 and £33,000
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Senior social media executives or those managing multiple channels may earn between £34,000 and £38,000
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Roles in consumer-focused sectors like fashion, ecommerce, and entertainment may command higher pay for performance-driven content roles
Salaries are usually higher in London and major cities, especially in B2C brands, agencies, and in-house content studios.
Career progression for a social media executive.
A social media executive role is a great early-career opportunity for digital marketers, offering hands-on experience across platforms and campaign types. It often leads into more strategic or managerial roles. A typical path includes:
Marketing assistant
Provides administrative support, schedules content, and assists with platform logistics.
Social media executive
Manages day-to-day posting, community engagement, and analytics reporting across platforms.
Social media manager
Owns channel strategy, performance tracking, and paid social budgets. Often manages a junior executive.
Head of social
Leads social media strategy, team development, and creative direction. Aligns social with broader marketing plans.
Director of social
Sits within leadership, drives business impact through social innovation, and collaborates across brand and comms.
Creative Producer
Creative Strategist
Founding Social and Brand Engagement Manager
salary guide
Our UK marketing salary guide.
Social media is fast-moving, and so is the talent behind it. If you’re struggling to fill entry-level social roles, it could be that your salary doesn’t match what candidates are seeing elsewhere.
Our 2025 UK marketing salary guide provides accurate benchmarks for social media executives across different industries and locations. Use it to review your offer before going to market.
FAQS
Social media executive FAQs.
A Social Media Assistant typically supports with admin, scheduling, and content uploading. A Social Media Executive takes more ownership of content delivery, engagement, and reporting — often managing channels day-to-day with more autonomy and creative input.
Most employers expect hands-on knowledge of Instagram, LinkedIn, X (formerly Twitter), and TikTok. Experience using platform-native tools (like Meta Business Suite), scheduling tools (like Hootsuite), and a basic grasp of emerging platforms (like Threads or BeReal) can also set candidates apart.
While not essential, basic design skills using Canva, Adobe Express, or mobile editing tools like CapCut are often a big plus. These enable quick turnaround on posts, story templates, and reels — especially in smaller teams or when creative resource is limited.
Common performance metrics include engagement rate, follower growth, impressions, reach, click-through rate (CTR), and post saves or shares. Social Media Executives are often tasked with compiling monthly reports and identifying what’s working — and why.
Both. Agencies often hire social media executives to manage multiple client accounts, requiring fast context switching and strong time management. In-house roles usually offer deeper brand involvement and opportunities to grow into strategy or influencer marketing.
Yes — many social media roles are now hybrid or fully remote, especially for companies with digital-first cultures. That said, some roles may require occasional office days for content capture, campaign planning, or team collaboration.
Most social media executives move into social media manager or content nanager roles, often specialising in paid social, influencer marketing, or community growth. With 2–3 years of experience, strategic roles become more accessible — especially in fast-growing brands or agencies.
