Paid Social Media Specialist
The Social Media Marketing Specialist represents a pivotal role in this endeavor, serving in our digital Audience Development team. This position executes paid social media campaigns that attract targeted audience segments to relevant content in profitable ways. Working across our nationwide network of news brands, the Specialist will leverage insights from our analysts that demonstrate audience-to-content connections, and rapidly build social campaigns that capitalize on these links. Successful executions will reap Average Revenue Per User (ARPU) that exceeds the cost to drive that reader’s click. The ideal candidate has great analytical direct marketing experience and sensibilities, appreciating social media’s opportunity for direct and measurable monetization.
Responsibilities:
- Regularly review current data on trending content and likely readers, and build social campaigns that capitalize on those connections and fuel virality
- Manage budgets, ROI and campaign objectives effectively
- Ability to analyze data quickly and drive performance to align with company’s campaign ROI goals
Successful track record in managing performance driven campaigns
Execute paid campaigns that leverage not only our internal readership data but also Facebook’s algorithm to find target audiences at low cost and at scale
- Select social posts being mindful of many different objectives – boosting content, driving newsletter enrollments, gaining fans, acquiring subscribers – and carefully determine what mix drives maximum return
- Work with vendors who similarly post content on our behalf, ensuring their work is rational and well coordinated with that which we socially boost ourselves
- Create a multitude of tests that explore click-through rates and audience quality based on all types of variables such as time-of-day, headline, photo inclusion, etc.
- Beyond Facebook, explore opportunities to profitably reach audiences on other social networks
- Contribute to reports that depict all social marketing paid activity and experiments for a given period, and summarize insights that will inform future activities
- Monitor social commentary for customer insights, and share feedback with colleagues
- Stay abreast of industry best practices and disseminate relevant ideas and instruction to colleagues
- Assist subscription acquisition and retention colleagues in the use of social media to achieve their subscription objectives
- Bachelor’s degree in marketing or related field, or equivalent work experience
2-4 years of paid Facebook advertising experience
- 3+ years of direct marketing experience with a preference for social media marketing experience
- Excellent written and verbal communication skills
- Excellent analytical, creative, and organizational skills
Extensive experience within the Facebook ad UI using tools and features including Power Editor, Custom Audiences, Look-A-Like Audiences, Carousel Ads, App-Install Ads, Lead Gen Ads, and more.
Experience running A/B tests and performing audience segmentation.
Extensive Microsoft Excel experience (Strong data analysis skills)