How did this turn out for your friend Andrew? I’m curious since I consider myself a reformed social media manager lol. For me, the only cure for the stress it created for me to run at that pace was to stop working in that role.
The only argument he may have, although it’s a bit late for that if he already had his review, is the extra hours & overtime that it takes to live up to the “responsive” badge. He would need to track all of those extra hours & monitoring and make a case based on that, since (depending on where your friend lives) there are likely work rules for overtime etc. There is a ROI for him being always on, and it is up to him to prove it.
The issue I see is that it’s hard to make an argument based on his own mental health or experience, the company is focused on their experience and how his work fits into their bigger picture goals. You have to speak their language and translate how his performance feeds into their ROI. More $$ from them means he’s able to better commit to his role, and the flip side is that they are properly (and legally) compensating him for the extra attention he gives to their social presence.
I haven’t seen many companies making a push for fairness here either. I wish! It would better shine a light on how unsustainable this “always on” form of social media marketing expectations are.
When I was still taking on clients for social media management I had to make clear I wasn’t “always on” and charged a premium when I managed ad campaigns that required me to login on nights & weekends, specifically because of that drain. Clients that didn’t go for that got marked as unhealthy clients and I wouldn’t work for someone who doesn’t value my time.
I hope it turns out well for your friend! If anything, newsfeed blockers might be his mental healths saving grace for now