Social Media Specialist

Job Description

Job Description

The Social Media Specialist should always endeavor to attract and interact with targeted audiences and online communities. We have two audiences to address - agents and consumers. The goal is to gradually achieve superior customer engagement and intimacy, website traffic and revenue by strategically exploiting all aspects of the social media marketing roadmap. We want to be the social media standard for everyone else.

DAILY

• Check all notifications, respond to any comments and inbox messages across all accounts.
• Operate and "own" multiple company pages. You will be primarily working with our main Coldwell Banker Hearthside accounts but also working with our new Coldwell Banker Global Luxury Instagram page and sharing posting responsibilities with one of our title company accounts. Using good judgment on operating the accounts and experimenting with new content. Find a way to stand out from our real estate companies while being consistent with our brand identity.
• Curate engaging content for posting in the morning primarily through our accessible, graphic-designing software Canva. A loose content calendar will be provided that you can work off of and adjust. Prioritize any timely content.
• Monitor ongoing ads (typically 2-3 different ads with allocated budgets targeting potential agents and potential clients through Facebook Ad Manager) and adjusting as needed if not performing well.
• Monitor relevant real estate news, occasionally repurposing content for our social media pages. You don't need to be a real estate expert, you will understand more as the position goes on and you have many experts to lean on for support. Don't be afraid to reach out to leadership or agents when learning!
• Create content for and utilize Instagram/Facebook stories to increase page activity. Sharing agent's posts when appropriate or repurposing. Creating synergy across our pages and deciding which content works best for which platform such as LinkedIn vs Facebook.
• Keep track of our hashtags #ComeHomeWithHearthside and #FamilyFirst for content to repost on our feed or stories. Additionally encouraging our agents to use the hashtags and tag us.
• Promote CBH as an active member in our community by spotlighting local businesses including feel-good businesses such as dog shelters, communities, agents, and people.
• Mixing real estate content while sprinkling in appropriate levity pieces to engage audience. Creatively thinking of you can make off-beat content relevant (for example: if National Pie Day is trending encouraging followers to make pie at home).  
• Curate engaging graphics and videos of home listing posts and posts highlighting client testimonials of our agents.
• Monitor trending topics, company news feeds, engaging with different accounts.
• Implementing best social media practices to pages, such as hashtags and being aware of algorithm changes or news that may impact our social media outreach.
• Monitoring and sharing content from Coldwell Banker and Coldwell Banker Global Luxury to our Coldwell Banker Hearthside pages.
• Provide occasional support for requests including our Sr. Director of Brand Management, Relocation Team, Agent Success Coaches, and our Hearthside By Your Side committee (our agent-led committee to encourage community outreach such as blood drives, food drives ect).
• Post provided content to our company blog and promote throughout our social media pages by creating supplementary material. Proofreading any content that comes through.
• Write occasional blog articles, drawing inspiration from home trends, local community pieces, agent highlights, and holiday ideas for our follower.
• Creating short and long-form copy with special attention to tone, spelling, and proper grammar.
• Keep a light presence during "off hours" when able, liking and engaging with content. In the rare instance, you come across something that requires immediate attention, using proper discretion to handle or alert VP to handle the situation.
• Be mindful and timely to all emails, requests, and messages in our internal company messaging platform. Providing updates on projects even if it's to say that you need more time or will have to circle back.

WEEKLY

• Meet weekly with the VP to keep each other updated on ongoing activities and to discuss possible new initiatives.
• Curate and post house of the week and luxury listing of the week content each week.
• Write an engaging copy on our luxury listings once a week.
• Schedule out posts for the weekend via scheduling websites Facebook Creator Suite or Hootsuite.
• Share content from our partners and businesses we have a relationship with.
• Meet with other marketing/social media team members in our company every other week to troubleshoot issues and spark inspiration for new ideas.
• Potential resuming of showcasing all properties available for open houses every Friday on Google Maps for the public. You will work with our marketing team on our agent side for this.

MONTHLY

• Create and schedule out posts for upcoming holidays for company pages and for agents to share.
• Create new initiatives to engage agents, such as prompting them to send in photos of their homes or sharing stories for social media.
• Create graphics celebrating our agents who have achieved a certain amount of production in a month. Reach out to our CEO at the end of the month for this list and post toward the end of the month. Tag all relevant agents (when able). Post to our social media and internal company message board.
• Promoting different activities in the area for the month ahead via graphics and/or a blog article.
• Create a monthly industry update from provided statistics in our markets mid-month. You will create a monthly company blog article as well as a series of videos for agents to share. You will be working alongside our BlueEdge (marketing team on the agent side) and Sr. Director of Brand Marketing who will be creating material as well. 
• Attend monthly core management meetings, reporting and explaining the performance of company pages and KPIs for the month.
• Attend town hall meetings for the company and drop in occasionally for various, relevant company meetings and courses taught to our agents (such as our "BluePrint" courses to help agents best grow their business).

ONGOING

• Look for new and emerging platforms that might be appropriate to expand our reach.
• Develop engaging new social media initiatives to propose to the company
• Repurpose old content and develop new content consistent with the Coldwell Banker and Coldwell Banker Hearthside brand. 
• Interview agents and employees for video content. We primarily use an easy-to-use video editor known as Camtasia. 
• Post new agent welcome posts that will be provided by our Agent Success Coaches.
• Scout out new opportunities to grow, new courses you can take that would be beneficial to our company marketing strategy.
• Occasionally teach live classes on best social media practices, tools, and tricks to our agents. 
• Feel comfortable talking about any problems or ideas with leadership. 
• Interviews via video, written text, or possibly podcasts in the future.
• Occasionally taking photos or videos at company events. 
• Being able to work independently, prioritize tasks and staying accessible to the team for requests and if you have questions.

 

Have fun! We are a very open-minded company, welcoming new ideas with an open door policy. As you settle into the role there will be many opportunities to reevaluate existing strategies and experiment with new strategies. Everyone is easy to work with and committed to your success from top leadership to all of our agents. 

 

This is an in-office position in our Lehigh Valley Offices.