Social Media Marketing Specialist

Company: Academy of Management
Location: Briarcliff Manor
Posted on: July 31, 2022

Job Description:

The Social Media and Communications Specialist is part of a cross-functional marketing and communications team that works closely and collaborates with staff across multiple departments to develop integrated, audience-specific marketing, communications, and social media campaigns that inform and promote AOM's programs and services to internal and external audiences for the advancement of AOM's mission. The position is responsible for (1) daily management, analysis, and growth of AOM's social media channels and online advertising initiatives; (2) assisting the Communications Manager with communications and social media campaigns by writing and editing audience specific copy for AOM's communications channels, including AOM's social media, email, and website; and (3) contributing to AOM's public relations initiative as part of the PR Core Team. Social Media-Management, Marketing, Analytics and Reporting Management Responsible for the daily maintenance and growth of AOM's social media channels (Facebook, Twitter, LinkedIn, YouTube, and others as created), including ongoing posting, real-time listening, and audience engagement. Monitor and manage AOM's presence across social channels and identify and execute engagement tactics, incorporating keywords and promotions to increase followers and engagement while growing brand awareness. Develop and execute social media strategy to promote AOM programs, activities, and scholar research through monthly social media calendars and annual goals and objectives. Identify and manage appropriate tags and handles to create effective and engaging social posts that align with AOM's brand and audience. Identify trends and conversion behavior to recommend social campaigns to increase engagement with and grow AOM's audiences worldwide. Interact with followers and identify key influencers to deeply engage with AOM to grow brand awareness. Create metrics-driven strategies for promoting content and engaging members. Plan, execute, and measure post segmentation, A/B testing, and conversion pathways. Collaborate with the Communications Manager to identify audience and channel segmentation tactics. Collaborate and assist the Communications Manager with the DIG Communications Chairs' working group, providing social media guidance and expert advice to AOM's DIG communications volunteers. Support the web team and Web Manager in the development of social to web goals and benchmarks. Marketing Responsible for AOM's Google AdWords account, including budgeting, planning, writing, posting, reconciling, and evaluating both paid and organic campaigns. Responsible for AOM's Google Grants program, including managing monthly budgets and campaign planning to promote each of AOM's operational units and their programs. In collaboration with the Communications and Marketing Team, create and execute social marketing ad campaigns that create pathways to and from AOM's social media channels to create deeper engagement and increased acquisition among AOM's global members and audiences. Responsible for identifying marketing segments and target audiences for activities that increase engagement with a global audience. Develop new innovative approaches to digital marketing for both internal and external AOM audiences. Manage the promotion and marketing of AOM's YouTube channel and collaborate with the Web Manager on the maintenance of video assets on the channel. Analytics and Reporting Monitor and analyze social media campaign KPIs and provide insights, best practices, and recommend modifications and trends to improve future campaigns. (e.g. A/B Testing, targeting, etc.) Compile and create monthly performance reports across all social media channels. Collaborate with Communications and Marketing staff to cross-analyze and interpret analytic findings. Collaborate with the Communications and Web managers to create, track, and report on UTM codes for conversions between email, social, and web. Implement additional methods for tracking and evaluating success and impact of social media strategies as necessary. Perform tests and conduct ongoing social media refinements that are informed by analytics in coordination with Communications and Marketing staff. Conduct user surveys and focus groups to obtain feedback and guidance to inform future social media initiatives. Writing and Editing Collaborate with the Communications Manager on the collection and development of copy for AOM's email and social media campaigns, newsletter, website, and other projects. Perform proofreading and copyediting. Write original copy for select assignments. Coordination and execution of the review and revision process for AOM copy across multiple departments. Responsible for adhering to the AOM Marketing and Communications style guide. Work with the Communications Manager to keep the guide updated, accurate, and specific to AOM and applicable to all channels and collateral. Public Relations Participate as a member of AOM's Public Relations' Core Team, providing insight and recommendations on media engagement, social media, and editorial opportunities. Post and share media mentions on AOM's social media channels to promote and raise awareness of AOM's scholars and their cited research and coordinate with the Web Manager for posting on the web's AOM News. Work with the PR Core Team to create monthly social media and online advertising content calendars based on newly published research and Insights summaries, videos, and infographics. Education and Experience: Bachelors' degree in English, communications, journalism, marketing, or a related field. 4 to 5 years' experience working in social media or marketing. 4 to 5 years' experience writing and editing social, email, and web copy. 1 to 3 years' experience working in digital marketing and analysis. Experience in setting up, maintaining, optimizing, and reporting on advertising campaigns through Google AdWords, Facebook, Twitter, and LinkedIn. Experience in identifying target audiences and writing campaign copy that engages, informs, and motivates. Experience working with email/content marketing systems (Higher Logic platform knowledge a plus). Demonstrated strength utilizing digital tools, including email marketing, SEM, marketing databases, online collaboration and research, web marketing and display ad campaigns, and upcoming trends. Experience in optimizing landing pages and user communication funnels. Experience with A/B and multivariate experiments. Working knowledge of digital analytics tools (Google Analytics certification a plus). Working knowledge of Microsoft 365 and Adobe Creative Suite applications. Skills and Abilities Proven skill and ability to write audience specific marketing copy across multiple media channels including email, social, and web. Excellent copyediting skills and meticulous attention to detail. Strong analytical skills and data-driven thinking to execute effective marketing communications plans. Ability to work in deadline-driven global environment. Highly developed service orientation, communication, teamwork, and interpersonal skills to foster and develop relationships among staff and external vendors. Sound decision making, critical thinking and problem-solving ability. Ability to take ownership and initiate, coordinate, manage and execute multi-faceted projects. Solid work ethic, personal integrity, and high professional standards. Strong technology aptitude and computer skills with the ability to quickly learn and navigate new systems. Experience in collaborating with remote teams and the ability to enlist internal stakeholders on multiple projects. Demonstrated ability as a creative and strategic thinker, and collaborator across the organization. Ability to understand and appreciate the needs of the association industry and academic market. In-Person/Hybrid Work Environment and Travel Requirements This position is hybrid and requires 2 working days per week in the office. Periodic travel may be required, approximately 5% annually. Travel typically includes use of various methods of transportation (car, plane, rail), depending on the location. COVID-19 primary dose vaccination is required unless a medical or religious exemption can be provided.

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