Social Media Marketing Analyst
Controller Job Description
A social media analyst boosts the online presence of a company by integrating social media, search engine optimization techniques and blogging into a brand’s identity. These analysts generally have a background in marketing and a bachelor’s degree in a field such as social media management, public relations, or business communications. One of the goals of these professionals is to increase both the amount of online traffic and brand exposure through various social media outlets. Social media analysts are responsible for creating and maintaining a company’s presence on social media sites, which include Facebook, Twitter, Flickr and Digg, as well as any company blogs. Analysts are in charge of increasing the overall exposure of a company though search engine optimization (SEO) and by finding ways to use these keywords in marketing strategies employed by their company. They also monitor emerging social media tools to see how they can be incorporated into a company’s business, marketing and public relation strategies.
A social media analyst can have a desire to acquire new knowledge and develop. This especially applies to social media platforms, as there are always upcoming trends and updates. There can also be the chance that new social media platforms become popular, so it can be important for an analyst to understand its appeal. This is so they can combine this knowledge with user analytics to better understand the effects of these trends and recommend future strategies to companies. Since social media platforms are tools you use online, it can be useful for social media analysts to be good with computers. They can also use other various online tools to create and track the analytics from these platforms. This can include other communication platforms like text and video conferencing programs to understand all forms of online communication. They also use various word processing, presentation and spreadsheet tools to create reports on these metrics and present them to the company where they work. Social media analysts can use their knowledge to transform raw data into insightful information. This can include their ability to collect, organize, visualize and assimilate data to better understand user engagement trends. They can use their general social media knowledge and the data they collect to predict the future of a metric and support business decisions. This can allow them to work toward company goals by providing enough data to generate a meaningful result. Knowing about marketing helps social media analysts collaborate with social media coordinators. They can take their insight into social media platforms and marketing to create strategies that improve the visibility of a company’s products and services. It can also help to know about search engine optimization, which is a part of marketing whose goal is to create higher search results in search engines by manipulating the layout and content. This can even extend to a company’s accounts on whichever social media platforms they decide to use. Communication involves a set of skills that include listening, speaking, observing and empathizing. Social media analysts can use communication skills to successfully present user metrics in a way that even people not familiar with the subject can understand. They can also work to negotiate with other team members to create the best social media marketing strategies. Advanced communication skills can allow an analyst to successfully target a company’s main demographic, no matter the intended social media platform. Social media analysts may need to keep track of the data from multiple social media platform accounts. Depending on the company, this can also include the main social media accounts along with the smaller accounts for smaller brands that work under the same business label. A social media analyst may need to organize these sets of data in a company’s chosen data aggregation platform. The main goal is to create a large database of analytics that a company can use to make decisions on future marketing plans. A social media analyst may manage a company’s social media marketing projects. This can include collaborating with multiple members of a social media department, including the content curators, the coordinators and even the marketing associates who help plan a brand’s marketing efforts. Social media analysts may also need to help schedule the timing of these marketing efforts, as it may comprise various social media platforms posting similar materials at once. Project management skills can be useful in coordinating a whole team to work toward a company’s marketing goals.
A position as a social media analyst may require a bachelor’s degree or above in various subjects related to media, communications and marketing. This can include detailed course work, such as social media practices, data analytics and search engine optimization practices. One main goal of your education can be better understanding the metrics behind social media engagement and how to use those numbers to better predict future user habits.
Typical duties of a Controller
• Analyze user engagement (e.g. click-through and bounce rates)
• Report on web traffic from all social media
• Build and support SEO strategies, including optimizing keywords in content marketing projects
• Identify habits of our online customers and suggest ways to reach a broader audience
• Maintain a cohesive strategy across all platforms to increase our brand awareness
• Coordinate with the Social Media Manager and the Marketing department to design advertising campaigns
• Ensure timely responses to customers and followers’ queries and comments
• Advise other employees on their social media activity (e.g. how to respond to comments and questions by customers and what to share on personal or company accounts)
• Research how emerging social networks and features can benefit our company
• Update our social media company policy, when necessary
Skills:
• Previous work experience as a Social Media Analyst, Social Media Coordinator or similar role
• Hands-on experience with social media platforms and digital marketing campaigns
• In-depth understanding of SEO, keyword research and Google Analytics
• Experience with social media management tools, like Buffer and Hootsuite
• Familiarity with online content (experience with WordPress and content management systems is preferred)
• Ability to identify target audience preferences and trends
• Excellent communication skills
• Time management and multitasking skills
Qualifications: BSc in Marketing, Communications or related field