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Key Responsibilities and Required Skills for Social Media Specialist

💰 $ - $

MarketingSocial MediaDigital MarketingCommunicationsContent Creation

🎯 Role Definition

As our Social Media Specialist, you will be the voice of our brand across all social platforms. You're not just a scheduler of posts; you're a community architect, a content strategist, and a trend-spotter all in one. We're seeking a passionate and proactive individual who can craft compelling narratives, analyze performance data to refine strategies, and foster a vibrant, engaged online community. This role is pivotal in increasing our brand awareness, driving meaningful interactions, and contributing directly to our marketing and business objectives. You'll work collaboratively with our marketing, creative, and product teams to ensure a cohesive and impactful brand presence in the digital world.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Social Media Coordinator
  • Marketing Assistant / Intern
  • Content Creator / Copywriter

Advancement To:

  • Social Media Manager
  • Digital Marketing Manager
  • Content Strategist

Lateral Moves:

  • Community Manager
  • SEO Specialist
  • Email Marketing Specialist

Core Responsibilities

Primary Functions

  • Develop, implement, and manage our comprehensive social media strategy to align with key business goals, increase brand awareness, and drive audience engagement.
  • Create, edit, publish, and share engaging, high-quality content daily (e.g., original text, photos, videos, news) that builds meaningful connections and encourages community members to take action.
  • Design and manage a detailed social media content calendar, ensuring a consistent and relevant stream of new content across all channels, including Instagram, Facebook, Twitter, LinkedIn, TikTok, and YouTube.
  • Monitor, listen, and respond to users in a "social" way while cultivating leads and sales, ensuring a positive community and customer service experience.
  • Execute and optimize paid social media advertising campaigns on platforms like Facebook Ads Manager and LinkedIn Campaign Manager, managing budgets and targeting to maximize ROI.
  • Analyze social media campaign performance, track key metrics (e.g., engagement, reach, impressions, follower growth, click-through rates), and generate insightful reports with actionable recommendations for improvement.
  • Stay current with the latest social media best practices, platform updates, emerging technologies, and digital marketing trends to keep our strategy innovative and effective.
  • Collaborate closely with other marketing team members, as well as sales, public relations, and customer service teams, to ensure brand consistency and integrated campaign execution.
  • Perform audience and competitor analysis to identify opportunities for growth, content gaps, and key industry trends, translating findings into strategic adjustments.
  • Manage and grow our online communities by proactively engaging with followers, moderating user-generated content, and fostering a positive, inclusive environment.
  • Develop and execute influencer marketing strategies, from identifying and vetting potential partners to managing relationships and measuring campaign impact.
  • Plan and execute social-first initiatives, including live-streaming events, Q&As, contests, and user-generated content campaigns to boost engagement and brand visibility.
  • Optimize company pages within each platform to increase the visibility of the company’s social content and improve organic search rankings (social SEO).
  • Utilize social media management software (e.g., Sprout Social, Hootsuite, Buffer) to schedule posts, monitor conversations, and analyze performance efficiently.
  • Collaborate with the creative team, including graphic designers and videographers, to brainstorm and produce visually appealing and on-brand multimedia assets.
  • Drive consistent, relevant traffic and leads from our social network presence to our website and other key landing pages.
  • Define the most important social media KPIs and build tracking systems to measure the success of every social media campaign and initiative.
  • Monitor online brand reputation and sentiment, flagging potential issues and developing strategies for proactive and reactive crisis communication.
  • Conduct A/B tests on content, ad creatives, and targeting strategies to continuously refine our approach and improve key performance metrics.
  • Generate and present regular performance dashboards and quarterly business reviews to leadership, demonstrating the value and impact of social media efforts.
  • Lead social listening initiatives to gather customer insights, feedback, and market intelligence that can inform product development and marketing strategy.

Secondary Functions

  • Support internal communications by sharing best practices and empowering employees to become brand advocates on their personal social media channels.
  • Assist the customer service team by triaging and responding to customer inquiries and complaints that originate on social media platforms.
  • Contribute to broader marketing campaign brainstorming sessions, providing insights on how social media can amplify other marketing channels (e.g., PR, email, events).
  • Train junior team members or interns on social media tools, processes, and community engagement guidelines.

Required Skills & Competencies

Hard Skills (Technical)

  • Social Media Management Platforms (e.g., Sprout Social, Hootsuite, Agorapulse)
  • Paid Social Advertising (e.g., Facebook Ads Manager, LinkedIn Campaign Manager, TikTok For Business)
  • Social Media Analytics & Reporting (e.g., Google Analytics, native platform insights)
  • Content Creation Tools (e.g., Canva, Adobe Creative Suite - Photoshop, Premiere Pro)
  • Advanced Copywriting and Editing for Social Media
  • Community Management and Online Customer Service
  • SEO and Social SEO Principles
  • Influencer Marketing and Relationship Management
  • A/B Testing and Data-Driven Optimization
  • Basic Video Production & Editing for short-form content (Reels, TikToks)

Soft Skills

  • Exceptional Written and Verbal Communication
  • High Level of Creativity and Innovative Thinking
  • Strategic and Analytical Mindset
  • Strong Collaboration and Teamwork Abilities
  • Excellent Time Management and Organizational Skills
  • Adaptability and Ability to Thrive in a Fast-Paced Environment
  • Proactive Problem-Solving and Decision-Making
  • Meticulous Attention to Detail

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree

Preferred Education:

  • Bachelor's Degree in a relevant field

Relevant Fields of Study:

  • Marketing
  • Communications
  • Journalism
  • Public Relations

Experience Requirements

Typical Experience Range:

  • 2-5 years of hands-on experience in a social media or digital marketing role.

Preferred:

  • A strong portfolio of successful social media campaigns and community growth for a B2C or B2B brand.
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