Social Media Manager
ABOUT THE ROLE
As a Social Media Manager at 321, you will serve as the strategic lead for organic social media across a diverse portfolio of client accounts, with primary focus on business services industries including roofing, legal services, real estate, healthcare, and home services. You'll develop comprehensive content strategies that align with business objectives, manage editorial calendars across multiple platforms, and oversee the day-to-day execution of social media programs that drive engagement, brand awareness, and business results.
This role sits at the intersection of content strategy, brand storytelling, platform expertise, and AI-enhanced content creation. You'll bring deep expertise in social media management alongside proven ability to craft compelling narratives for professional services brands. Your strategic thinking combined with hands-on execution skills will enable you to balance creative excellence with platform best practices and business outcomes. As part of an AI-first organization, you'll leverage intelligent tools to scale content production, optimize performance, and deliver exceptional results across a high volume of client accounts.
WHAT YOU'LL DO
Social Media Strategy & Planning
- Develop comprehensive social media strategies for multiple client accounts that align with business objectives, target audiences, and brand positioning.
- Conduct competitive analysis, audience research, and platform audits to identify opportunities and inform strategic recommendations.
- Define content pillars, messaging frameworks, and brand voice guidelines tailored to business services industries and professional audiences.
- Establish KPIs and success metrics for each client account, tracking performance against goals for reach, engagement, and business impact.
- Leverage AI tools to analyze audience insights, predict content performance, and optimize strategy based on data-driven insights.
- Stay current on platform algorithm changes, emerging features, and social media trends, adapting strategies to maximize organic reach.
Content Strategy & Calendar Management
- Create and manage comprehensive editorial calendars across multiple platforms (Facebook, Instagram, LinkedIn, TikTok, YouTube) for 8-12+ client accounts simultaneously.
- Plan content mix that balances promotional messaging, educational content, community engagement, and brand storytelling.
- Develop content themes and campaigns that support client business objectives including lead generation, brand awareness, and community building.
- Coordinate content timing around client priorities, seasonal trends, industry events, and platform-specific best practices.
- Utilize AI-powered content planning tools to generate ideas, optimize posting schedules, and maintain consistent publishing cadence.
- Manage content approval workflows with clients, ensuring timely reviews and maintaining production schedules.
- Balance evergreen content with timely, reactive posts that capitalize on trending topics and cultural moments.
Content Creation & Asset Coordination
- Write compelling social media copy that resonates with professional audiences and drives engagement across all platforms.
- Leverage AI tools for content ideation, copywriting assistance, and optimization to scale content production efficiently.
- Collaborate closely with Creative team to brief designers and video editors on asset needs, providing clear direction on specifications and creative concepts.
- Review and provide feedback on creative assets to ensure they align with brand guidelines, platform requirements, and strategic objectives.
- Create basic visual content and graphics using design tools (Canva, Adobe Express) and AI-powered design platforms when needed.
- Capture on-location content including photos and video footage during client site visits, industry events, or content creation sessions (bonus skill).
- Edit and optimize content assets for platform-specific requirements including aspect ratios, file sizes, and caption lengths.
- Maintain organized asset libraries and content repositories for efficient reuse and adaptation.
Post Scheduling & Community Management
- Schedule and publish social media content across all platforms using management tools (Hootsuite, Sprout Social, Meta Business Suite, or similar).
- Monitor social media channels daily for comments, messages, and mentions, responding promptly and appropriately on behalf of clients.
- Engage with client audiences authentically, fostering community growth and brand loyalty through thoughtful interactions.
- Manage social media reputation by addressing customer inquiries, concerns, and feedback in coordination with client teams.
- Utilize AI-powered moderation and response tools to efficiently manage high-volume community engagement while maintaining quality.
- Escalate sensitive issues or complex inquiries to appropriate client contacts with recommended responses.
- Identify and amplify user-generated content, testimonials, and positive brand mentions.
Performance Analysis & Optimization
- Track and analyze social media performance metrics including reach, engagement, follower growth, and website traffic.
- Generate monthly performance reports with insights, trends, and strategic recommendations for each client account.
- Use AI-powered analytics to identify content patterns, predict performance, and optimize future content strategies.
- Conduct A/B testing on content formats, posting times, captions, and creative approaches to continuously improve results.
- Translate social media metrics into business impact, connecting engagement to lead generation, brand awareness, and client objectives.
- Present performance insights and strategic recommendations to clients and internal teams through clear, compelling storytelling.
- Monitor competitor social media activity and industry benchmarks to identify opportunities and maintain competitive positioning.
Industry Expertise & Client Collaboration
- Develop deep understanding of business services industries including roofing, legal services, real estate, healthcare, and home services marketing.
- Navigate industry-specific compliance requirements, particularly for regulated sectors like legal services and healthcare.
- Educate clients on social media best practices, platform changes, and emerging opportunities relevant to their industries.
- Partner with Client Success teams to align social media strategies with broader marketing campaigns and business development initiatives.
- Identify content opportunities from client operations including project showcases, team highlights, client testimonials, and industry thought leadership.
- Participate in client meetings and strategy sessions, representing social media perspective and recommending integrated approaches.
WHAT YOU HAVE
- 5+ years of experience in social media management, preferably in an agency environment managing multiple client accounts simultaneously.
- Proven track record developing and executing successful social media strategies for business services, professional services, or B2B brands.
- Experience managing social media for roofing companies, legal firms, real estate professionals, healthcare providers, or similar business services industries is highly valued.
- Strong writing skills with ability to craft platform-appropriate content that resonates with professional audiences and drives engagement.
- Expertise across major social media platforms including Facebook, Instagram, LinkedIn, TikTok, and YouTube, with deep understanding of platform-specific best practices.
- Proficiency with AI-powered content creation tools (ChatGPT, Claude, Jasper, Copy.ai, or similar) with demonstrated ability to produce high-quality, on-brand content efficiently.
- Experience using AI tools for content ideation, image generation (Midjourney, DALL-E), video editing, and performance optimization.
- Experience with social media management platforms (Hootsuite, Sprout Social, Later, Buffer, or similar) and native platform tools.
- Strong understanding of social media analytics with ability to interpret data and translate insights into actionable strategies.
- Proficiency with design tools (Canva, Adobe Express, or Adobe Creative Suite) for creating basic graphics and visual content.
- Bonus: Photography and videography skills with experience capturing on-location content including project documentation, team profiles, and behind-the-scenes footage.
- Bonus: Video editing capabilities using tools like CapCut, Adobe Premiere, or AI-powered video editing platforms.
- Understanding of social media advertising principles and how organic content supports paid campaigns (execution handled by Digital team).
- Knowledge of compliance considerations for regulated industries including HIPAA (healthcare), attorney advertising rules, and industry-specific guidelines.
- Exceptional organizational skills with ability to manage multiple editorial calendars, deadlines, and stakeholder approvals simultaneously.
- Strong attention to detail ensuring brand consistency, platform specifications, and error-free content across all posts.
- Excellent communication skills with ability to build relationships with clients, collaborate with creative teams, and present strategic recommendations.
- Proactive problem-solver who takes ownership of accounts and drives results without constant oversight.
- Continuous learner who stays current on social media trends, platform changes, AI tools, and industry developments.
- Ability to work efficiently in a fast-paced environment with shifting priorities and tight deadlines.
- Professional demeanor with ability to represent client brands authentically and handle sensitive community management situations.
REPORTING STRUCTURE
This position reports to the SVP of Strategy. This position collaborates closely with Creative, Client Success, and Digital teams.
