At National Geographic, we believe in the power of science, exploration, education and storytelling to change the world. The Senior Manager, Social Media 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 website, mobile and social channels. The Senior Manager will lead a small team of results-oriented and audience-focused community/social media managers, in coordination with content discovery (SEO) and data/analytics specialists on organic and paid audience development approaches. The Senior Manager and his or her team will help plan and manage the execution of innovative programs that identify, engage and activate highly targeted audiences in support of Explorer, M&E, Education and various Impact Programs. The Manager will use a data-driven and collaborative approach to develop and distribute owned social content that will appeal and engage the right audience on the right channels.
- Lead team of social media managers and/or specialists. Develop and execute processes for social media publishing, moderation and optimization. Define, measure and report on key KPIs (e.g. social media engagement, audience related KPIs, etc.) and align team around key goals (20%)
- Create and manage social media channels for various education, exploration and other impact programs. Set up, measure and optimize Facebook, Twitter and other social media accounts. Grow targeted audiences using both organic and paid social strategies. (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%)
- Draft posts, write copy and frame/package content in ways that will drive results. Measure, report, test and optimize content and audiences. 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. Use engaging content and analytics to create, execute and constantly optimize campaigns to grow the right audience segments and ensure we’re engaging them with the best social content. (20%)
- Work closely with content optimization and analytics specialists to test, learn and iterate (10%)
- Define and lead best practices in social media and content marketing across the organization. Work with appropriate external partners and keep up with industry trends and industry benchmarks. (5%)
- Manage sentiment and voice on social channels and work closely with Comms and others on crisis management and sentiment reporting as needed. (5%)
Minimum Years and Type of Experience
- A minimum of 5-7+ 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 digital marketer or social media manager, the Manager will lead the growth and engagement of various audience segments across a number of key programs through website, mobile, and social channels.
- Demonstrated ability to supervise and manage a team
- Excellent 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 improving 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
- Quick and motivated learner who has a passion for the mission and brand
- Must have 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
- 1-2 staff members
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
Responsibility percentages may vary depending on business needs.