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Social Media Community Manager

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Social Media Community Manager 
(Public Sector industry: Health, Government and Education) 

Role Purpose:
As a digital business a key part of our company is our social media strategy and execution. Digital is driving new terms of engagement and the new customer’s decision journey is transparent and interactive. As a brand we must continuously maintain relationships with potential and existing customers across a broad ecosystem of digital channels and devices. 

The Social Media Community Manager is a key component within our social media strategy. This role will serve as the voice of our brands to our customers throughout our owned social channels, as well as off owned. This role is responsible for strengthening our Public Sector relationships online through driving customer engagement to nurture new and existing customers - moving them from awareness through to leads, advocacy and retention. 

Our vision is to enable scalable, and data driven marketing and sales engagement to drive and accelerate lead generation and customer acquisition, through personalised relevant content, experiences and offers to help our customers be successful. The focus of the role is aimed at Business Decision 

Makers in the following sectors: 

  • Government: Central, Regional and Local 
  • Health: Primary and Secondary Healthcare 
  • Education: Higher Education, Further E, Schools 

Day to day the role will work in close partnership with the Public Sector Marketing Lead, Edu Marketing Lead including the wider industry sales experts for education, health and government to define and execute a strong social media programme to drive maximum impact and results. In this role you will also work closely with your peer social media community managers to share best practice, align on messaging and audiences to amplify these across the business where relevant. 

The Social Media Community Manager will focus on these core areas: 
1. Social Marketing 
Campaign planning and implementation – development of social media content plans, editorial schedules and content creation to meet business outcomes across PS blogs and social media networks 
2. Community Outreach/Customer Service 
Social media channel management – responding to and helping our customers as well as identifying prospects / new customers to nurture; Driving the voice of the brand off owned channels – building ecosystem 
and contacts. ​
3. Management 
Evaluation - analysing performance, translating data into recommendations and optimising plans, reporting on the effectiveness of campaigns to maximise results 

Key Accountabilities, Tasks and Activities 

  • Developing social media plans in response to solution campaign briefs e.g. Modern Workplace, Cloud and Infrastructure etc. 
  • Working with the Public Sector and Edu Marketing Leads to adapt the campaign messaging to the Public Sector audience, including relevant customer stories 
  • Setting SMART social media objectives with goal setting and KPIs 
  • Creating social content plans based for the three priority areas with the assets available (local and global) and identifying gaps for new social content 
  • Creating social editorial calendars, blog writing and social posts as well as owning the Social Media activity calendar for our Public Sector audiences (planning, ideation, execution & reporting) 
  • Writing, publishing and posting social content 
  • Setting up tagging and reporting on campaigns e.g. tracking the generation of inbound traffic to gated content and sign ups, ensuring the end to end customer journey is tracked 
  • Customer Journey mapping to deliver the best customer journey experience 
  • Attending key Public Sector and campaign status meetings as well as sharing back with the business on the social media plans and progress 
  • Writing long form articles that ladder back up to Public Sector business plans 
  • Manage an active presence on all social channels, including listening, posting & responding to our customers / users / prospects 
  • Create micro content, as well as suggest/plan key social campaign content 
  • Attending key Microsoft and industry events and leading the social planning to extend the reach & impact beyond F2F including BETT, Future Decoded and local events 
  • Ongoing social listening & outreach processes (eg. identify & engage beyond our assets) 
  • Participate in subsidiary editorial governance meetings and take a lead on agreed area for the group 
  • Work with the social media analyst on tracking, reporting, analysis & insight generation for Social Media (eg. what’s working or not, ideas for innovation, where should we invest?) 
  • Be an expert on Social Technology tools (e.g. Opal, Sprinklr) 
  • Identifying wider ecosystem (partners, influencers, industry groups) and manager as part of an outreach program 
  • Provide ongoing competitive benchmarking, best practices and innovation ideas to team 

Deliverables and KPI’s examples: 

  • Nurture new and existing customers to drive lead generation and customer acquisition 
  • Grow the size of our “Owned” digital audiences (Fans / Followers / Opt-ins / Influencers) 
  • Grow engagement and increase volume of conversations/dialogue with our digital audiences (Interactions & Earned Media Value) 

Desired skills 

  • Currently maintain an active presence in online space across a variety of social media platforms (Facebook / Twitter / LinkedIN / YouTube / Pinterest) 
  • Background & knowledge in Public sector 
  • Has demonstrated high level of collaboration across multiple stakeholder groups 
  • Understand how to create brand appropriate voice (non-corporate) which can build authentic, relevant, interactive Public Sector relationships in social media 
  • Excellent oral and written communication skills 
  • Strong analytical skills 
  • Energetic self-starter, with bias for action and ability to adapt to changing priorities.  
  • Experience with brand based marketing (ideally Brand Management or agency) 
  • Social communication planning & execution 

Preference will be given to candidates who: 

  • Currently publish a personal blog or other form of digital content on consistent basis 
  • Demonstrated connection with our primary audience (Public Sector) 
  • Experience with relevant technology & reporting tools (eg. Simply measured, Sprinklr, Web Trends)

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