Social Media Producer

Description:

Starting Annual Salary: $60,000

Annual Bonus Potential: 4%

ORGANIZATION OVERVIEW

As unapologetic promoters of Cleveland, Destination Cleveland’s team works every day to attract visitors, inspire visitors and locals alike to explore and connect people to experiences that illustrate Cleveland’s diversity, creativity, and contagious passion. We’re in the business of equitably growing the region’s economy through travel and tourism while also cultivating a passion for Greater Cleveland. As the only organization charged with marketing Cleveland outside of the region, we never stop talking about the city. We know the region inside and out. We roll up our sleeves and get the job done for The Land. We’re a group of expectation-exceeding, fun-loving, innovative professionals.

SUMMARY OF POSITION

The Social Media Producer is responsible for developing and producing engaging content for all of Destination Cleveland’s social media audiences with a primary focus on writing, designing and constructing visual assets, such as videos, graphics, photography, etc. This person is accountable for executing projects, as assigned, from start to finish. The Social Media Producer is accountable for ensuring that Destination Cleveland’s social media content is inclusive and reflective of Cleveland’s under-represented communities (communities of color, LGBTQ+ individuals, people with disabilities, etc.) through daily implementation while continually optimizing its success with innovative formats, data and lessons learned.

ESSENTIAL DUTIES AND RESPONSIBILITIES

• With direction from the Sr. Manager, Social Media, determines, schedules, produces and monitors visually focused social media content, such as videos, graphics and photo assets for both organic and paid social media. This may include reels, stories, GIFs, memes, static posts, social ads, etc.
• Generates creative ideas for social media visual assets that align with brand identity, campaign timelines, brand pillars, major events and current social media trends.
• Crafts scripts and/or storyboards outlining the narrative, key points and visuals for videos to ensure clear messaging and engagement.
• Frequently collects content offsite and after hours. Operates camera equipment and other hardware to capture high-quality assets, including demonstrations, behind-the-scenes content and events — while adhering to production schedules and timelines.
• Utilizes editing software to assemble footage, add transitions, sound effects, music, text overlays and graphics to create polished and visually appealing content.
• Tailors all content for each social media platform, considering optimal video length, aspect ratio, trending formats, audience preferences, timing and voice/style to maximize reach and engagement.
• Is responsible for regularly monitoring key performance indicators (KPIs), such as views, likes, engagement rate, etc., to analyze and subsequently optimize the effectiveness of metrics tied to areas of responsibility.
• Leads the daily curation of thoughtful, diverse and inclusive user-generated content for the Destination Cleveland Digital Team.
• Leads content production for Social Media Command Center operations.
• Assists in the monitoring and engagement on Destination Cleveland’s social media channels. Tracks for crisis situations and strategizes on reactive messaging, as needed.
• Works with the Sr. Director of Content on elements of professional photo/video shoots.
• Produces content that embodies the voice of the Cleveland brand and is perfectly in tone with its respective audience, all while maintaining the highest level of accuracy.
• Researches and stays up to date on social media best practices, trends, innovation opportunities, competitor success and inclusive marketing strategies. Champions diversity and inclusivity in all content. Implements relevant elements into content to maintain a fresh and current appeal.
• Coordinates with other members of the Content & Publishing team to ensure social media content is relevant and accurate, while working as a team to brainstorm new, innovative and creative content concepts across all platforms.
• Collaborates with and seeks input from the Marketing Division and other teams throughout the organization to facilitate the production of social media content that aligns with the content strategy and organizational goals, while identifying efficiencies.
• Partners with Content & Publishing teammates to fill gaps in work areas during times of high-volume content needs. This includes backfilling the social media monitor/engage responsibilities for the Sr. Manager, Social Media and Social Media Coordinator.
• Assists with Destination Cleveland events as needed including press trips, FAM tours, event input sessions, activations, etc.
• Performs other duties as assigned by the Sr. Manager of Social Media, Sr. Director of Content and Chief Marketing Officer.

QUALIFICATIONS

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

REQUIREMENTS

EXPERIENCE AND EDUCATION

• 3-5 years of multimedia, broadcast, content production or creative services marketing

TECHNICAL SKILLS

• Deep knowledge of various photo/video editing software and graphic design tools for digital media, including Adobe Design Suite and Canva.
• Proficiency operating camera equipment to capture photography and videography for social media usage.
• Proficiency in Advanced MS (Word, Excel, PowerPoint, Outlook, etc.).
• Proficiency in calculating and analyzing social media metrics.
• Experience using social media measurement tools, Sprout Social preferred.
• Experience creating and posting organic social media for business purposes with an emphasis on TikTok, Instagram Reels and YouTube Shorts.
• Familiarity with digital asset leadment systems.

COMMUNICATION SKILLS

• Possess strong written communications skills.
• Possess strong verbal communication skills.

REASONING ABILITY

• Strong project management skills and ability to prioritize and manage multiple projects/responsibilities simultaneously while meeting stringent deadlines.
• Proven problem analysis and resolution at both a strategic and functional level; exceptional analytical skills.
• Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists.
• Ability to interpret a variety of instructions furnished in written, oral, diagram or schedule form.
• Must be flexible and resourceful.
• Ability to determine when crisis management protocols are put into place in social media channels

OTHER REQUIREMENTS

• Ability to frequently work flexible hours, including evenings and weekends
• Proficiency in social and digital marketing
• Outstanding organizational skills
• Strong team player
• Ability to work independently
• Ability to influence without authority
• Familiarity with the Cleveland area
• Knowledge of the internet
• Ability to set priorities and meet deadlines

PHYSICAL DEMANDS

The physical demands and work environment described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Viewing computer monitors
• Sitting
• Standing for community functions, presentations, etc.
• Ability to lift up to 25 pounds

WORK ENVIRONMENT

• Office environment; moderate noise
• Virtual; remote environment
• Evening and/or Weekend Events as necessary

Requirements:

Compensation details: 60000-60000 Yearly Salary

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