Details:
Department: Marketing
Work Hours: 9:00 a.m. - 5:00 p.m. (Up to 40 Hours)
Reporting Structure:
Director of Marketing Operations
Location:
Primarily remote, in-office on an as-needed basis (Must be located in the Denver Metro area)
Position Purpose:
The Social Media Manager is responsible for developing, implementing, and managing our social media strategy to enhance our online presence, brand awareness, and marketing efforts. This role involves creating engaging content, driving traffic to our digital platforms, and fostering community engagement. The Social Media Manager will collaborate with various departments to align social media activities with the company's goals and ensure consistent brand messaging across all channels. The ultimate purpose of this position is to build a robust online community, increase audience engagement, and drive business growth through strategic social media initiatives for the company and our agents. This position is unique in that the SMM is responsible for the management and growth of PorchLight's parent pages, as well as the management of agent social media pages.
In addition, the Social Media Manager will monitor and analyze social media metrics to measure the effectiveness of campaigns and strategies. They will stay updated with the latest social media trends, tools, and best practices to ensure our presence remains innovative and competitive. This role also includes managing social media advertising campaigns, identifying and leveraging opportunities for influencer partnerships, and providing insights and recommendations for continuous improvement.
Major Areas of Responsibility: (60%)
Content Creation and Management- Develop Visually Engaging Content: Create compelling content authentically representing the PorchLight voice and brand.
- Manage Content Scheduling: Utilize SproutSocial to schedule and manage social media content in bulk while tracking and analyzing performance metrics.
- Create Lead Generation Content: Generate leads through strategic social media efforts, contributing to PorchLight's overall revenue growth.
- Weekly Social Media Calendar: Develop a weekly social media calendar incorporating PorchLight content and relevant external information.
- Maintain Social Media Channels: Manage and maintain social media channels for individual and corporate profiles, balancing formal and informal brand voices as needed. All Social Media Channels should follow our agents and other industry leaders/business partners.
- Maintain Business Channels: Review our business pages and maintain the primary content to ensure it is updated as needed and reflects the branding of PorchLight. In addition, flag the President/Marketing team for any posts that need to be responded to. Examples include GlassDoor, Indeed, and Google Business.
- Agent Awards: Promote awards earned by agents quickly and timely. Agents should be tagged in our social media posts and educated on how to open up their profiles on social media to allow for tags.
- PorchLight Company & Charitable Events: All photos taken at PorchLight events should be uploaded to our FB Business Page Folder, and agents should be tagged in pictures so agents can quickly share and talk about the event they just attended. Time is essential; a top-priority task must be completed within 24 to 48 business hours. In addition, develop a company post that highlights pictures of our agents and events that just took place.
Community and Agent Engagement- Cultivate Relationships with Agents: Communicate effectively with agents to understand their individual needs and cultivate strong relationships.
- Educate Agents and Employees on Social Media: Educate Systems Training Specialists on how our Enhanced and Curative Program works, and if needed, attend occasional classes and one-on-one consultations.
- Engage with Online Community: Actively engage with the online community, responding to messages, inquiries, and comments promptly.
- Foster User-Generated Content: Encourage and curate user-generated content to build community and enhance authenticity.
- Develop Training Programs: Create training programs and resources to educate internal teams on social media best practices and tools.
Social Media Analysis and Optimization- Monitor Platform Updates: Regularly check for updates and changes to algorithms, features, and policies on all relevant social media platforms.
- Track and Analyze Metrics: Utilize social media analytics tools to track engagement, reach, and other vital metrics.
- Conduct Sentiment Analysis: Employ sentiment analysis tools to gauge audience reactions and sentiments toward your brand and industry trends.
- Routine Platform Optimization: Conduct routine optimization of social media platforms for enhanced performance.
- Create Trend Reports: Compile regular reports summarizing vital social media trends, performance metrics, and actionable insights for internal stakeholders.
- Benchmark Performance: Compare your social media performance against industry benchmarks to identify areas for improvement.
Strategic Planning and Execution- Develop Content Strategy: Develop an overarching content strategy for the PorchLight brand.
- Adjust Strategy Based on Trends: Regularly review and adjust your social media strategy to align with current trends and audience behaviors.
- Manage Social Media Budget: Oversee the social media budget, ensuring efficient allocation of resources for both organic and paid campaigns.
- Create and Review Paid Campaigns: Create and review paid social media campaigns to ensure effective reach and engagement.
- Coordinate with Marketing and PR Teams: Work closely with marketing and PR teams to align social media efforts with broader marketing campaigns and initiatives.
- Support Marketing Team: Assist the marketing team with various tasks, including individual agent projects, team initiatives, and growth strategies.
Social Media Ad Campaigns for Listing and Buyer Services- Work closely with the department head and President to ensure we meet the listing and buyer services needs.
- This includes regularly monitoring ads for listings through our 3rd-party service and identifying opportunities for expansion and improvement.
Trend Analysis and Competitive Intelligence- Monitor Social Media Trends: Monitor social media trends, algorithms, and best practices to adapt strategies accordingly.
- Analyze Competitor Activity: Monitor competitors' social media activities to understand their strategies, successes, and areas for improvement.
- Stay Updated with Industry News: Follow industry blogs, news sites, and influencers to stay informed about the latest social media trends and insights.
- Utilize Social Listening Tools: Social listening tools monitor brand mentions, industry keywords, and conversations around critical topics.
- Participate in Webinars and Conferences: Identify and attend at least three (2) social media webinars, (1) conferences, and workshops to learn about emerging trends and best practices.
Leadership, Management & Professional Development: Follows the company’s EOS (Entrepreneurial Operating System) and participates in training opportunities provided by the company and industry to help develop skills.
Supporting Actions: Participate in the following:
- Traction
- Marketing Annual VTO
- Quarterly VTO
- L10 Meetings
- Scorecard
- Monitor scorecard performance weekly.
- Evaluate scorecard numbers and identify issues.
- IDS
- Assist in IDSing topics at annual, VTO, and L10 meetings
- Rocks
- Complete Rocks in a 90-day time frame
- Identify your progress on Rocks in meetings by being “On Track” and “Off Track.”
- Advise leadership of any issues that arise during the completion of Rocks.
Quarterly Rocks [20%]
Quarterly Rocks create a 90-day world for the company, a powerful EOS concept that enables us to gain tremendous traction quarter after quarter. Each quarter, you will be responsible for completing at least one Rock that is specific, measurable, attainable, realistic, and timely (SMART). Your Rocks will be agreed upon at the beginning of each quarter so that you will know what you are supposed to concentrate on for the next 90 days outside of the day-to-day operations of your function. Rocks are your main priorities.
Role Competencies [20%]
We have clearly defined role competencies so employees know exactly what is expected of them and how they should accomplish their roles. The competencies focus on our culture and values. They do not establish baseline performance levels; rather, they are used to raise the bar on employee performance. They provide employees with road maps to increase their capabilities incrementally. The competencies focus on how results are achieved rather than merely the result.
Competencies for this role include: Achievement Focus, Communication, Continuous Learning, Customer Service, Dependability, Job Knowledge, Quality, and Problem-Solving. An extensive list of specifics & examples will be provided at the interview stage.
Knowledge and Skills Preferred
- Bachelor’s degree in Marketing, Communications, or a related field and/or proven experience
- Excellent knowledge of all social media platforms, tools, and analytics.
- Experience in Real Estate is a strong plus.
- Strong visual content creation skills.
- Exceptional communication and writing skills.
- Ability to multitask and manage multiple projects simultaneously.
- Creative thinking and problem-solving skills.
- Experience with paid social media campaigns and budget management.
- History with strong brand or personal social media accounts.
- Strong desire to continuously evolve and grow with social media platforms.
- Strong attention to detail & critical thinking abilities.
