30-second summary. RACI stops “who’s responsible?” debates. Define who does the work (R), who makes the final call (A), who must be consulted (C), and who’s only informed (I). Use the free template below, apply it per channel or campaign, and cap review rounds to keep approvals fast and audit-ready.
What is RACI (and why content teams need it)
RACI is a lightweight responsibility matrix that clarifies who is Responsible, Accountable, Consulted, and Informed for every post or campaign. In content approvals it prevents double work, calendar delays, and “too many approvers”.
- Responsible (R): creates/edits the post and implements feedback.
- Accountable (A): owns the final decision; there’s only one A.
- Consulted (C): gives specialist input (brand, product, legal).
- Informed (I): needs visibility, not a vote.
Free RACI template (copy/paste)
| Step | Role | R | A | C | I |
|---|---|---|---|---|---|
| Draft & assets | Content/Social Manager | R | |||
| Brand check | Brand/Marketing Lead | C | |||
| Legal/compliance | Legal/Compliance | C | |||
| Final approval | Campaign Owner / Client Lead | A | |||
| Inform stakeholders | PM / Account Manager | I |
How to use: duplicate for each channel or initiative; assign names, not just roles; keep exactly one A per item.
Build your RACI in 10 minutes
- List the steps you actually do (draft → review → final approval → schedule).
- List the people who touch approvals.
- Assign one A per step. If two people want A, pick one and make the other C.
- Assign Rs where the hands-on work happens.
- Add Cs only if their input is required for quality or risk (brand/legal/product).
- Set the default I list (leadership/client observers).
- Publish the matrix in your playbook and link it from your request/brief template.
Examples by team size
Solo / very small team
- R: Social Media Manager
- A: Founder/Owner
- C: — (only add if regulated)
- I: —
Agency with client approvals
- R: Agency Social Manager
- A: Client Brand Owner
- C: Agency Creative Lead; Client Legal (when needed)
- I: Account Manager, Client Stakeholders
Enterprise / regulated
- R: Content Producer
- A: Marketing Director
- C: Brand, Product, and Compliance
- I: PR/Legal leadership
Channel-specific mini-matrices (ready to reuse)
Instagram post
| Action | Role | R | A | C | I |
|---|---|---|---|---|---|
| Copy & creative | Social Manager | R | |||
| Brand voice | Brand Lead | C | |||
| Claims/hashtags risk | Legal | C | |||
| Final approve | Marketing Lead | A |
LinkedIn article
| Action | Role | R | A | C | I |
|---|---|---|---|---|---|
| Draft & references | Content Writer | R | |||
| SME review | Product/Subject Expert | C | |||
| Final approve | Head of Marketing | A |
Governance & speed tips
- One A only. Extra approvers become Cs.
- Two rounds max. After that, the A decides.
- Due dates. Every review gets a deadline; late = auto-escalation to A.
- Audit trail. Keep who/when approved tied to the version.
- Public approval links. If you use them, make them view-only and expiring when needed.
Common mistakes (and quick fixes)
- Multiple As. Pick one A; move others to C.
- Consulted overload. If Cs slow you down, ask “What exactly must you check?” and narrow scope.
- Undefined R. Name a person, not a team.
- Shadow feedback in chat. Centralize comments on the post/version.
Metrics to track after RACI
- Time to approval (draft → approved)
- Rounds per post (median ≤ 2)
- Rework rate (items reopened after approval)
- Where items wait (copy/design/legal/client)
Key takeaways
- RACI clarifies decisions and speeds up approvals without adding bureaucracy.
- Exactly one A per item; Cs by exception; publish your matrix.
- Measure time-to-approval and rounds to prove impact.
FAQ
Do we need RACI for every single post?
Create one default matrix per channel and reuse it. Customize only for high-risk campaigns.
Who should be Accountable?
The person who owns brand risk or the client’s final say. Keep it to one name.
How do we handle legal?
Make legal a C with a checklist; only route to them when claims/risk apply.
