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Specialist, Social Media for Marketing and Engagement
National Geographic
Washington, DC, United States
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Job Description Summary
At National Geographic, we believe in the power of science, exploration, education and storytelling to change the world. The Specialist, Social Media for Marketing and Engagement (M&E) will play an important role in bringing this vision to life in our digital audience engagement organization in support of current and future digital and mobile initiatives at the Society. We create engaged and impactful relationships with our various stakeholder communities, including Explorers, Educators and Students, and Key Influencers (Foundations, Policy Makers, Donors, etc.) across multiple channels.
The Specialist will participate as a member on a results-oriented and audience-focused team, working with other social media/community management, content discovery (SEO) and data/analytics specialists. The Specialist will assist the Managers on the Audience Engagement team and use a data-driven and collaborative approach to develop and distribute social content that will engage the right audience on the right channels.
Responsibilities
• Assist the Managers on the Audience Engagement team. Help create and manage social media channels for various programs. Execute processes for social media publishing, moderation and optimization. Set up, measure and optimize Facebook, Twitter and other social media accounts. Measure and report on social media engagement and audience KPIs. (25%)
• Draft social copy and frame social content in ways that will engage social communities while focusing on key targeted segments. Provide media asset management, including understanding of the brand’s photo and video licensing rights and research to acquire media, as needed to support engagement campaigns. Diligently analyze, test and iterate social content and overall social campaigns to better engage target audiences and achieve the brand’s organizational goals (20%)
• Collaborate closely with others on the Digital team, Programs & Impact, M&E, Talent/Influencers, NGP and others to create/optimize social content, define and deliver social media plans, creative briefs, recap decks, presentation materials, etc. for various social media campaigns. (20%)
• Help provide “Live” coverage for events, Explorer Classroom Live social coverage, etc. (15%)
• Ensure voice on social channels is in line with the overall brand and work closely with Comms and others on crisis management and sentiment reporting as needed. (10%)
• Help with research and assembly of content packages for promotion to target audiences across various channels. (5%)
• Stay up-to-date with respect to best social media practices, benchmarks and emerging trends. (5%)
Minimum Education Required
Bachelor’s degree in marketing, business, mathematics, economics, journalism, political science, civics, sociology or related field, Masters preferred. A range of degrees will be considered.
Minimum Years and Type of Experience
A minimum of 3 years direct and hands-on experience executing digital and/or social media channels for large brands, private or public organizations.
Knowledge and Skills Required
A proven social/digital media operator, the Specialist will lead the engagement and growth of various audience segments across a number of key programs through website, mobile, and social channels. The Specialist will execute innovative programs that identify, engage and activate highly targeted audiences in support of Marketing, Education, Explorer and various Impact Programs.
• Strong writing and creative skills - with examples of blog posts, social media posts and school/professional creative work
• Ability to think analytically and creatively with proven track record of using data insights to grow audiences and improve engagement with creative/content
• Deep knowledge of social media (especially Facebook and Twitter) and content marketing landscape with experience driving engagement with storytelling through video, photos and text
• Detail-oriented, strong communicator and collaborator
• Experience with paid Facebook and paid Twitter a plus
• Experience in both analytics and creative areas
• Quick and motivated learner with high enthusiasm for the mission of the brand
• Working knowledge of Excel, Google Analytics and social media measurement tools
• Pro-active self-starter with a “can do” approach to problem solving who thrives with hard challenges and approaches problems with a data-driven mindset
• Follows industry trends, benchmarks, best practices, etc. to ensure we’re ahead of the curve
• Experience in traffic growth through SEO is a plus
Supervision
None
Responsibility percentages may vary depending on business needs.
National Geographic's headquarters is located in the heart of Washington, D.C. In addition to a unique and dynamic work environment, National Geographic offers its employees a comprehensive benefits package, including health and dental benefits, generous vacation and leave time, a 401(k) plan, and flexible work options. National Geographic is an Equal Opportunity Employer