- Manage HMSA's social media profiles and presence.
- Create, manage, and grow HMSA's business presence across relevant social media channels, including, but not limited to Facebook, Instagram, X (formerly Twitter), LinkedIn, Yelp, and YouTube.
- Evaluate new social media channels for appropriateness and integrate into the HMSA suite of social media platforms.
- Responsible for setting up external-facing social media accounts, interacting with the community, and maintaining daily activity.
- Use HMSA provided equipment, such as iPhone and Apple laptop, to perform all social media functions.
- Create shareable content.
- Develop content for posting on all designated social media outlets; works alongside team to contribute appropriate and relevant content for HMSA's social media accounts that educates and engages our audiences.
- Partner with other departments and business owners to ensure proper online messaging, relevancy, and consistency of messages across all networks.
- Develop and maintain posting schedules.
- Create, curate, and manage all published content (e.g., images, graphics, video, written copy, etc.).
- Listen and engage in online conversation.
- Monitor online conversations and competitor presences/perceptions.
- Report "chatter" and other relevant online data and/or trends.
- Manage negative discussions and curate conversations/responses to turn the negative experience into a positive one.
- Brand management.
- Serve as our online brand advocate and expand community/influencer outreach efforts. Act as the frontline brand ambassador on the internet; participate in minute-by-minute online conversations by answering questions, offering solutions, and mediating conversations.
- Develop and execute initiatives to drive member-generated content, increase community participation, and add value to the online community experience.
- Strategic planning.
- Define and execute strategies, involving the news/social media, that supports business strategies with the goal of increasing HMSA visibility, traffic, and consumer engagement.
- Collaborate with cross-functional teams to develop marketing and communications plans.
- Utilize best practices to drive PR and social media strategic plans. Including but not limited to: content and visual content tactics, partnerships, and promotional and engagement strategies.
- Analyze key metrics and adjust strategy as needed.
- Define key performance indicators and implement enterprise-level measurement, analytics, and reporting methods to gauge success.
- Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, search engine optimization (SEO), and social advertising campaigns.
- Leverage measurement tools to provide progress reports and mine insights, finds ways to improve on those metrics through testing and new initiatives.
- Research and incorporate search engine optimization/search engine marketing (SEO/SEM) strategies into overall communications and marketing efforts.
- Stay updated on emerging trends.
- Monitor trends in social media tools, applications, channels, design, and strategy. Implement appropriate trends that make sense for the business.
- Explore ways to engage in new social networks to reach our target audience.
- Participate in ongoing education to remain highly effective.
- Media relations.
- Serve as a point of contact for news media as delegated by the VP, Comms.
- Proactively develop story ideas that advance HMSA's company goals.
- Assist with research related to media requests when received from journalists/reporters; works with internal teams to create responses, vet them for review by SMEs, route for approval by executive leaders.
- Works closely with HMSA's public-facing areas involving news/media activity.
- Training.
- Lead the development of organization-wide social media management standards, policies, and rules of engagement for social media.
- Mentor and provide training to communication and management professionals throughout the organization on best practices for creating, maintaining, monitoring, and developing content for social networks.
- Assist Communications management and staff with special projects; performs all other miscellaneous responsibilities and duties as assigned or directed.
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HMSA
Sep 07, 2024