Public Relations and Social Media Specialist

About the Role

Key Responsibilities

• Manage HMSA's social media profiles and presence across platforms including Facebook, Instagram, X (formerly Twitter), LinkedIn, Yelp, and YouTube.
• Create, manage, and grow HMSA's business presence across relevant social media channels.
• Evaluate new social media channels for appropriateness and integrate them into HMSA's social media suite.
• Set up external-facing social media accounts, interact with the community, and maintain daily activity.
• Create shareable content and develop content for posting on all designated social media outlets.
• Partner with other departments to ensure proper online messaging, relevancy, and consistency.
• Develop and maintain posting schedules and manage all published content.
• Monitor online conversations, competitor presence, and report relevant online data and trends.
• Manage negative discussions and curate responses to turn negative experiences into positive ones.
• Serve as the online brand advocate, expand community and influencer outreach, and act as the frontline brand ambassador.
• Develop and execute initiatives to increase community participation and member-generated content.
• Define and execute social media strategies to support business goals, including content, visual tactics, partnerships, and promotional strategies.
• Analyze key metrics, adjust strategies, and report on performance using measurement tools.
• Research and incorporate SEO/SEM strategies into communications and marketing efforts.
• Monitor emerging social media trends, explore new networks, and participate in ongoing education.
• Serve as a point of contact for media relations, develop story ideas, and assist with media requests.
• Lead the development of social media management standards, policies, and training programs.
• Mentor staff on best practices for creating, maintaining, and monitoring social media content.
• Assist with special projects and perform miscellaneous responsibilities as assigned.

Requirements

• Bachelor's degree and two years of related experience in social media coordination, advertising, communications, marketing, or public relations.
• Excellent written and verbal communication skills.
• Skills in communicating information and ideas in written, visual, and video formats.
• Knowledge of social media platforms such as Facebook, X (formerly Twitter), Instagram, LinkedIn, Yelp, and YouTube.
• Skills in moderating social media conversations.
• Skills in creating and identifying quality social media content.
• Strong analytical skills and ability to leverage social media tools, including understanding and utilizing social media data and analytics.
• Basic working knowledge of Microsoft Office applications, including Word, Excel, Outlook, and PowerPoint.

Nice to Have

• Experience in media relations and developing story ideas.
• Ability to develop and implement social media policies and standards.
• Experience with social media management tools and analytics platforms.

Qualifications

• Bachelor's degree
• Two years of related experience in social media or communications fields