Social Media Manager

OVERVIEW: bankESB and its parent company, Hometown Financial Group, are seeking a
proactive, inquisitive, innovative, and enthusiastic social media professional to join our growing marketing team. We are looking for an idea-generator who moves at the speed of social media and is well-versed in all things social media, including:

• Experience managing multiple social media platforms for multiple brands, well versed in using community management tools and processes;
• Identifying, developing, creating, and expanding upon opportunities to further the bank's brand and aligning with company core values and build on the success of the current social platforms as well as develop a presence on new platforms.

PRIMARY ACCOUNTABILITIES / RESPONSIBILITIES:
The Social Media Manager position will manage all bank and holding company social platforms with timely and accurate content development and community management practices;

• Development and ongoing management of organic social media calendars, posts, community management and budget allocation/reconciliation for any boosted budgets.
• Own and guide the social media organic plans from content calendar creation through implementation and integrate the efforts with the full marketing team.
• Understand the pros/cons of each platform and how that relates to individual strategies.

Social Media Management

1. Develop and execute a proactive and reactive social media strategy for 20 platforms across three HFG banks and related holding company brands (currently 5), expand presence over time to include additional platforms using creative storytelling and visuals to drive brand awareness.
2. Proficiency in Hootsuite, an automated social media management tool, to plan, curate, deliver, and manage content and analytics across different channels.
3. Create and produce video content for social channels.
4. Work closely with business lines and advertising agency to align with brand platform and business line goals and objectives to ensure seamless execution.
5. Write and edit compelling content in line with the company brand voice; develop assets to aid in post engagement.
6. Provide timely responses to inbound direct messaging, working closely with Customer Care team to resolve customer issues and answer questions.
7. Closely monitor competitors, comparators, community forums, community partners, news and industry publications, and regulatory agencies and their social activities to align, engage, and leverage ideas to improve on current strategies.
8. Perform regular social listening; Manage and monitor brand reputation using free and/or paid services (Google My Business, Google Alerts etc.) and take action as needed, based on feedback from Customer Care/department line feedback.

Measure and Analyze

1. Monitor, analyze, optimize, and educate based on campaign performance with recommendations on platform and creative shifts.
2. Determine key performance indicators that matter most to prepare monthly and quarterly campaign reporting; track and analyze results including overall engagement and activity.

Additional Content Management Support

• Writing, editing, proofing, and coordinating approvals for a wide variety of communications.
• Support internal and external communications lead with crisis and incident response.
• Serve as in-house photographer, as needed.

POSITION REQUIREMENTS:

• 3-5 years of experience working in a social media, content creation, calendar development, and community management; Banking experience preferred but not required.
• Bachelor's degree in advertising, marketing, or related field with an emphasis on marketing, communications, social media, or English.
• Expertise in calendar and content development/management with a high degree of accuracy required.
• Proficient in use of social media platforms of the bank's main social media accounts with Facebook, LinkedIn, YouTube, Instagram, and TikTok; content curation and execution across a variety of social platforms; and usage of social media to engage customers and strengthen the company brand.
• Proven track record of increasing social media followers.
• Ability to maintain and meet deadlines; manage multiple tasks, projects, and platforms simultaneously in a fast-paced environment.
• Experience with community management tools including Hootsuite, promoted post strategies, and budgets.
• Ability to immerse in the social media activities of our family of banks, their competitors and comparators, and the communities we serve.
• Excels at creating social content including copywriting, graphic design, photography and ideally video creation and editing, preferred but not required.
• Working knowledge of paid social media, including Meta Ads Manager and other platform Ads Managers a plus.

An Affirmative Action/Equal Opportunity Employer of protected veterans and individuals with disabilities. Applicants for employment are considered without regard to race, creed, color, religion, sex, gender identity, sexual orientation, marital status, genetic information, national origin, age, disability, status as a veteran, Vietnam Era Veteran, or being a member of the Reserves or National Guard. Also, it is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.