T Tool or technology HF-D2.6-004 cross-sector 9 skills
Social media communication
Managing business accounts on social networks, publishing posts and responding to reactions within the rules of the organisation and the platform.
How hrmforce measures this
- Assessment method
- Work sample test · rho 0.33 (SD 0.09)
- hrmforce instrument
- Work sample test, Portfolio
- Competency (50-framework)
- Market Orientation
- Trainability
- high
- Demand outlook 2026 to 2030
- rising
The candidate performs a representative work sample under standardised conditions.
Behavioural anchors
| Level | Behaviour at this level |
|---|---|
| N1 Guided | Publishes approved posts with the correct tags and reports negative reactions to the administrator of the account. works under supervision and follows instruction · routine, one variable at a time · own task |
| N3 Proficient | Manages a channel independently, replies to questions within an hour and uses statistics to choose posting moments. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process |
| N5 Leading | Sets policy for conduct on social networks, arranges monitoring and leads the response when a public row emerges. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession |
N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.
Underlying skills
These skills inherit the assessment route and the behavioural anchors of this construct.
| T | Skill | Definition | Demand outlook 2026 to 2030 |
|---|---|---|---|
| T | Managing a LinkedIn company page LinkedIn · Company page management | Manages the company page on LinkedIn with posts, employee engagement and replies to questions. | rising |
| T | Managing an Instagram account Instagram · Instagram business | Manages a business Instagram account with posts, stories, hashtags and replies to messages. | rising |
| T | Scheduling posts with Hootsuite Hootsuite · Social media scheduling | Schedules posts ahead across several channels and tracks replies and metrics in a dashboard. | rising |
| T | Community management on social media Community management · Online community | Maintains the online community around an account by responding, connecting and feeding conversations. | rising |
| T | Responding to negative comments online Handling negative comments · Social webcare | Responds to public criticism briefly and professionally and moves the conversation to a private message where needed. | rising |
| T | Running a social media ad campaign Social media advertising · Paid social | Sets up a paid campaign with audience, budget, creatives and measurement of the result. | rising |
| T | Reporting reach and engagement Social media analytics · Engagement reporting | Reports reach, engagement and click through per channel and links a conclusion for the approach. | rising |
| T | Applying house style and tone online Brand consistency online · Brand voice | Keeps to the organisation's established house style, visual language and tone in online posts. | stable |
| T | Applying platform rules and moderation policy Moderation policy · Platform guidelines | Acts within the platform terms and the organisation's moderation policy when removing and blocking. | rising |