The Social Media Manager will implement The American Iris Society’s Social Media marketing and public relations objectives. Administration includes: content strategy, develop brand awareness, generate inbound traffic and cultivate leads and sales whenever possible. The Social Media manager is a highly motivated individual with experience and a passion for designing and implementing the AIS’s content strategy, creating relevant content, blogging, community participation and leadership.
The following seven Social Media marketing components are the responsibilities of the Social Media Manager. Your Social Media Manager must master them to execute social campaigns effectively:
Clear Objectives: Set realistic goals that tie back to marketing and PR objectives. For example for Facebook marketing:
Growth of Likes/Members
Design: Design landing pages for webpages used or Facebook, Twitter and Blog ads; be aware of target audience’s preferences. Make sure it’s consistent, compelling and gets your point across.
Content Strategy: What is posted on Social channels is the foundation for all Social Media marketing. The Social Media manager must perform a “Brand Discovery,” which outlines what it is about your organization that makes it unique. This includes your core values and beliefs (or help with their discovery within the organization), and the reasons people want to be part of the organization.
Promotion Strategy: To continue to grow AIS’s membership base, Social advertising is a very valuable tool in order to get the organizational message heard. A small budget with carefully selected photos and ad copy (with a clear call-to-action) will increase social media membership and foster engagement (such as on Facebook as an example).
Engagement Strategy: The Social Media manager should listen, respond, ask questions and engage with the targeted audience. There should be careful consideration on how he/she responds to leads. People will ask questions and the Social Media manager should have knowledge and/or experience of the organization’s process to respond correctly. He/She answers all correspondence in a timely manner.
Conversion Strategy: With growth and engagement strategies in place, the Social Media manager’s job is to convert fans/followers into members who are glad to pay their dues. Find the right person to advise you so you get where you want to go faster, more cost-effectively and achieve the best results.
Measure & Analyze: Measure results on a weekly basis. As mentioned earlier -- results must tie back to marketing and PR objectives. Factor in your time, effort and budget to determine if your efforts succeeded. Take time to report your successes and failures to the AIS Board.
Manage Social Media marketing campaigns and day-to-day activities including:
Curate relevant content to reach the organization’s target audience.
Create, curate, and manage all published content (images, video and written).
Monitor, listen and respond to users in a “Social” way while cultivating leads.
Develop and expand community and/or blogger outreach efforts.
Oversee design (ie: Facebook Timeline cover, profile pic, thumbnails, ads, landing pages, Twitter profile, and blog).
Design, create and manage promotions and Social ad campaigns.
Compile report for management/Board showing results.
Become an advocate for AIS in Social Media spaces, engaging in dialogues and answering questions where appropriate.
Monitor trends in Social Media tools, applications, channels, design and strategy.
Analyze, review, and report on effectiveness of campaigns in an effort to maximize results.
Possesses knowledge and experience in the tenets of traditional marketing.
Demonstrates creativity and documented immersion in Social Media
Proficient in content marketing theory and application. Experience sourcing and managing content development and publishing.
Displays in-depth knowledge and understanding of Social Media platforms, their respective participants (Facebook, Twitter, Yelp, Google+, YouTube, Instagram, etc.) and how each platform can be deployed in different scenarios.
Maintains excellent writing and language skills.
Enjoys a working knowledge of the blogging ecosystem relevant to the AIS field.
Displays ability to effectively communicate information in different formats.
Exceeds at building and maintaining relationships with other persons/organizations, online and off.
Is a Team player with the confidence to take the lead and guide other AIS volunteers and areas when necessary. (ie: Facebook and blog content development, creation and editing of content, and online content management).
Makes evident good technical understanding and can pick up new tools quickly.
Demonstrates winning Social Customer Service techniques. Possesses great ability to identify potential negative or crisis situation and apply conflict resolution principles to mitigate issues.