Digital Marketing Specialist - Social Media

POSITION SUMMARY:

The Digital Marketing Specialist – Social Media is responsible for creating and sharing content for Second Harvest Heartland’s social media channels, supporting the communications, marketing and online fundraising efforts of the organization, and managing and growing our social media community. Reporting to the Digital Communications & Marketing Manager, the Digital Marketing Specialist will aim to grow our social media platforms through frequent, brand-appropriate social media posts, conversations and influencer engagement. This person will be responsible for identifying new social trends and functionality to increase our engagement, helping to shape our social media strategy, maintaining a social media editorial and advertising calendar and create regular reports to show progress and communicate insights. This person will be an expert in digital and help the organization meet key objectives while advocating for simple, connected and meaningful user experiences. In addition, they will lead, manage and support communications, acquisition and user experience initiatives as assigned.

DUTIES AND RESPONSIBILITIES:

By enabling Second Harvest Heartland to effectively promote its mission and fundraising activities through social media channels, the Social Media Specialist greatly contributes to the organization’s innovation, creativity and continuous improvement as a leader in the hunger-relief community. In performing assigned duties and responsibilities, the Digital Marketing Specialist – Social Media demonstrates the organization’s vision and values: we’re all in this together; we deliver; we innovate; we lead with our hearts; and we believe differences make us stronger.

Social Media (70%)

Content Strategy, Planning, and Publishing

• Collaborate with the Digital Communications & Marketing Manager to develop, refine and execute on social media strategy. 
• Engage with leaders and teams across the organization to develop content and craft storytelling within strategy. 
• Support our social media strategy and maintain editorial and advertising calendars across all social media platforms (Facebook, Twitter, Instagram, Linked In, and YouTube). 
• Support our active online communities by creating and publishing compelling organic and paid content to engage our social audiences, using established brand personality and SEO best practices. 
• Write, create graphics and video for social channels.

Community Building and Social as a Service Channel

• Managing and engaging all social communities including creating, socializing and overseeing customer service standards and procedures. 
• Strategically build a community of social influencers who are active participants in our conversation. 
• Mine social media conversations, engage in conversation on behalf of the brand and collaborate with internal teams to craft responses when appropriate.

Reporting

• Provide monthly and quarterly analysis and reporting on our social media platforms to show progress and communicate insights.

Influencer and Thought Leadership

• Develop and execute on a cohesive influencer strategy that amplifies brand messages and storytelling.
• Establish and maintain relationships with influencers. 
• Share best practices for social media engagement across the organization. 
• Identify areas for staff engagement on our social media channels in line with thought leadership platforms and program communications plans. 
• Work across the organization to support their social media objectives and lead workstreams as needed.

Website and Other Digital Campaigns (30%)

Help Manage or Lead Digital Projects

• Support paid social advertising campaigns to drive revenue and awareness. 
• Assist in test performance of images, text and segmentation in social ads. 
• Manage relationship and initiatives with Second Harvest Heartland Business Programs as assigned and ensure that digital initiatives are aligned with the business to enhance the digital experience and meet organization objectives. 
• Assist and contribute to the development of an overall website content strategy that drives high engagement. 
• Help coordinate and manage the website content publishing, email marketing and social posting schedule for the organization. 
• Support the establishment of objectives, goals, and success metrics for campaigns, website content, new features, and the audience experience. 
• Assist in managing digital projects and project timelines. 
• Serve as a backup when needed.

BEHAVIORAL EXPECTATIONS:

• Demonstrate behavior consistent with SHH’s mission, vision, and values daily. 
• Understand safety policies and actively promote safe practices in the workplace. 
• Ability to build strong, constructive relationships with a diverse range of individual and organizational partners, where common goals can be discovered, jointly shared and owned for maximum impact. 
• Strong commitment to equity; ability to work with individuals from different abilities, ethnicities, genders, races, religions, sexual orientations, and socioeconomic backgrounds 
• Supporting and collaborating on organization-wide equity and diversity efforts. 
• Demonstrate the ability to support the work of others. A high level of understanding and respect for the urgency and needs of others. Ability to see how actions impact others. Willingness to put the needs of internal and external customers first. 
• Support innovation with an openness to new ideas, learning from others and flexibility to support change as needed. 
• Demonstrate the ability to identify issues or areas of improvement and the willingness to address them. 
• Maintain confidentiality of personal information of employees, volunteers, clients, donors and others.
• Demonstrated enthusiasm and positive attitude. 

QUALIFICATIONS:

• A combination of education and experience generally attained through a bachelor’s degree in a related field(s) (Journalism, Communications Marketing, Public or Media Relations, or related field) and a minimum of 3 years’ experience in social media strategy for a brand with experience creating social media campaigns with specific KPIs. 
• Demonstrated ability to effectively communicate, strategically think, and pay attention to detail 
• Proficiency with a range of social media platforms. 
• Experience with social-specific ad buying platforms. 
• Experience extracting relevant insights from social media data to communicate results and refine strategy.
• Proficient in creating video content for the web. 
• Experience coordinating multi-channel campaigns. 
• Ability to optimize graphics for web usage. 
• Demonstrated ability to plan, manage and follow through on multiple daily tasks and projects. 
• Proficient written communications skills, specifically writing content for social media. 
• Experience creating social media policy and response decision trees. 
• Strong understanding of how social media works with SEO, SEM, and Display. 
• Strong experience using web analytics and other data to inform decisions. 
• Familiarity with digital marketing strategy and planning and using a CMS. 
• Ability to work with flexibility, efficiency and enthusiasm, both individually and as part of a team in a fast-paced, high-demand environment. 
• Experience working with agencies, internal business stakeholders, and internal and external creative teams.