Danny Meyer’s Union Square Hospitality Group is searching for an energetic, well-organized Social Media Specialist who will help shape and implement new strategies to build brand awareness, foster community, and cultivate loyalty across the company’s social media channels.
As an independent contractor retained by Union Square Hospitality Group (USHG) on a four- to six-month term, the Social Media Specialist will bring new ideas and innovations to the company and help lead an exciting variety of brand-building projects. While s(he) helps develop the company’s social media strategy, the Social Media Specialist will “learn by doing,” acting as the primary manager for a select number of USHG’s social media channels. A natural storyteller with strong creative writing and visual communication skills, the successful candidate will demonstrate a collaborative work style and a passion for strategic thinking, problem solving, and team building.
Reporting to the Director of Public Relations, the Social Media Specialist will be a key contributor to USHG’s Public Relations and Marketing team. S(he) will act as a producer, partner, and a mentor to social media brand ambassadors across the company by sharing best practices for guest experience and engagement.
Key Responsibilities:
Strategic Planning
• Project manage USHG’s strategic planning for social media, culminating in a clearly articulated action plan that details research, analysis, strategies, objectives, and implementation timeline
• Work closely with staff at all levels to understand and articulate USHG’s current social media strategy, functions, scope, and needs
• Research and prepare an analysis of three to five similar organizations, comparing and contrasting strengths and weaknesses to USHG
• Help lead USHG’s internal social media working group, encouraging best practices and information-sharing among the social media brand ambassadors at each USHG business
• Collaborate with internal stakeholders to outline strategies and objectives that are aligned with business and marketing goals for the year-ahead, including the development and implementation of strategic voice and messaging for USHG’s brands
• Compile research and findings into a two-year action plan USHG that highlights areas for future growth and development and steps to achieve goals with timeline and action plans for each department
• Create a digital and printed format for final strategic plan including all related research, documents and a presentation for business leaders and executive staff
Brand Development
• Collaborate with a select number of USHG businesses to develop a unique voice and visual style for its social media channels that are aligned with the overall brand
• Collaborate with business leaders to create a weekly social media schedule for assigned channels
• Write fresh, engaging content and select compelling images for the assigned channels
• Collaborate with USHG’s Graphic Designer and Photographer to executive social media projects
• Respond to guest comments in order to foster positive engagement and add value
• Monitor and share guest feedback on assigned social media channels with appropriate business leaders in a timely manner, with an eye toward identifying trends and influencers
• Tap into social analytics and summarize insights and conversations to create actionable, operational reports that lead to optimization and efficiency in performance on assigned channels
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