Director of Social Media Position Overview

The Director of Social Media is responsible for developing remarkable content for Raidious clients on social media channels. This includes working collaboratively with our entire engagement team to develop new and innovative social media strategy and methodology.

This position will be responsible for the coordination and execution of Engagment Services for Raidious at the direction of the senior team. Management of project deliverables, time-lines, and quality control will be the Director of Social Media’s primary responsibilities.

All deliverables will be assigned and tracked using our project management tool. It is critical that our employees execute their assigned tasks on time and within the parameters of the established strategy and scope of work. The Director of Social Media needs to not only adhere to this policy, but help enforce it as well.

Key Responsibilities of the Director of Social Media:

1. Create engaging social media content for Raidious clients.
2. Accomplish the client’s objectives within the assigned scope of work.
3. Social media monitoring for Raidious clients
4. Social media moderation for Raidious clients
5. Social media management for Raidious clients
6. Development of social media strategies for Raidious clients
7. Supervision and quality control of Social Media team

Essential Job Functions:

• Leadership on social media campaigns
• Further development of social media offerings
• Creative idea generation for clients

Requirements:

• College degree
• 2-3 years social media marketing experience for an enterprise-level company
• Strong communication skills
• Strong writing skills
• Knowledge of current interactive marketing best practices
• Project management skills
• Ability to work a fast paced but flexible schedule at 40 hours per week
• Independent worker with ability to complete assigned tasks, and manage a complex and fast-paced production schedule.

If you’re a marketer, and you’re not familiar with EdgeRank, you should be. This is the algorithm Facebook uses to determine which content to show your fans. But that’s just the tip of the sword.

Raidious works with lots of enterprise-level global and national brands, managing social media for hundreds of thousands of fans and hundreds of thousands of interactions every month. Raidious has been in the social media optimization game for awhile now. Over the last year, we have been doing more homework on EdgeRank to help our existing clients do things like triple their Facebook fan base, add 20,000 fans in a 48 hour period, and drive 60% increases in online sales worth over a million and a half dollars – all attributable directly to social media (and that was just one client). We are pretty excited about what we have learned, and thought it would be valuable information to share with other marketers, who may be wondering why their numbers on Facebook have gone down recently, or why they are not seeing the growth they want. The answer is EdgeRank, Facebook’s content assassin. That’s right:

Facebook is trying to assassinate your content.

Only you can protect it – but you must learn the exquisite art of EdgeRank, grasshopper.

Learn how to become an EdgeRank Ninja, with Raidious and Awareness Networks, at our upcoming Webinar. If the word “algorithm” scares you, don’t worry. This will not be a deep dive into Calculus 401. I’ll give an easy to understand overview of the algorithm, with as little heavy math as possible (although there will be a little bit). I can also guarantee the appearance of at least one cute picture of a kitten, and Animal from the Muppets. Also, lots of ninja pictures, and a behind the scenes look at the end result of ongoing EdgeRank optimization, and some guidance on how you, too, can start leveraging EdgeRank for your brand.

I would love to see you there, and please bring a friend. It will be fun, and you can impress your boss afterwards with your crazy EdgeRank ninja skills. Hiii-YA!

Related articles

• Understanding How Algorithms Impact Content (raidious.com)
• EdgeRank and Graph Rank Defined (insidefacebook.com)
• The End of the Echo Chamber (slate.com)

We have recently launched a new website for Business Furniture!

The good folks at Business Furniture had a solid list of requirements for their new site. Here are a few of them:

• Position Business Furniture as a thought leader in their industry
• Feature a unique, interactive experience on the front page
• Use bright, vibrant colors while maintaining a professional feel
• Better showcasing of their sales verticals: Education, Healthcare, BioSciences, Workplace, Professional Services, and Government/GSA.
• Provide a Knowledge Portal containing tools and resources

In just a few weeks, we were able to put together the web solution that you see above. This custom WordPress site satisfies all of their requirements, and then some. Head on over to businessfurniture.net and check it out for yourself!

Recently, I joined Raidious as an intern and have thoroughly enjoyed the short time I have been here. At Raidious, I work with the Engagement Team. Thus far, it has been an eye opening experience. I have been very fortunate to learn many aspects of the company since I began my internship two weeks ago. Each day has been a new adventure and I am excited to have the opportunity to learn more about the company during my Social Media internship.

Social Media is much more complex than one would initially think. Working in this field entails more than just updating a Facebook status, tweeting, and retweeting. Much time and thought goes into the research and work you do while accessing social media sites. You must always be on your toes when working in Social Media.

My Public Relations and Communication background has made my transition into this role much easier. I have been taught that you have to plan well and focus on getting things done timely. Additionally, you must identify your audience and understand their needs. Continually listening and responding to your audience at all times will enhance your chances of success.

It is imperative that you constantly manage, monitor, and moderate the feed that you are receiving. The more you respond and how quickly you respond can in return provide your brand the positive image you desire. The success of the company is influenced by how you interact with your audience through social media platforms.

Raidious is an incredible company. Everyone who works here is creative in their own way. The strength of the company is apparent through its talented and professional staff. I look forward to the remainder of my time here at Raidious and I am confident that my experience will provide me with a solid foundation in Social Media Management.

We live in an ever changing world of algorithms. At first glance this doesn’t really seem to be exciting or pertinent, until you consider that the way that Google delivers your search results for “hilarious dance video” is based entirely upon an algorithm.

Image via CrunchBase

Typically, companies who deliver content have developed these algorithms to help decide what content is most relevant to your needs as a user. Take the new Facebook “edgeRank” for instance. EdgeRank is the name for the Facebook algorithm that delivers your content to you. No longer is your newsfeed simply an aggregation of all the content posted by people and pages with whom you are connected. In many cases this would be a massive amount of information and actually degrade the user experience. It’s thought that perhaps as little as 15% of the total amount of content a user is subscribed to might show up in their newsfeed. I say the tricky thing about allowing others to measure your content is that you can never be quite sure just how they do it.

There are three major factors that go into how Facebook decides to deliver your content. The first is ‘affinity’, or how actively you interact with the user who posted the content. If you post on your friends’ walls, like their photos, and comment on each others status, then it’s likely the two of you will share a higher affinity score. The second part of EdgeRank is ‘weight’. Weight is a value judgement on what kind of content is posted. Typically video’s and photo’s will have a higher weight than a text status update. The final piece to the EdgeRank puzzle is something called ‘time decay’. Time decay measures how old the content is. You’re unlikely to care about a Places check-in from several weeks ago suddenly popping up in your newsfeed. Events that are timely will have a higher EdgeRank score that decreases over time.

So with all these new changes impacting how Facebook delivers your content, what can you do to accurately measure and impact your EdgeRank score? Do the same things you should have been doing from the beginning. The underlying factor to all these algorithm  changes is valuing content. If you are creating content that users are interested in, engage with, and amplify on their own, then your content is likely to have a good EdgeRank. Measuring your content’s performance may not give you an exact EdgeRank, but it will absolutely give you a clear indicator of how good your content is and if it’s doing its job with your users.

Producer Position Overview

The Producer is a mission-critical function at Raidious. The Producer is the primary brand touchpoint of our company. The client brand experience is defined by this relationship -the Producer literally represents the Raidious brand in every interaction they have with the client. Therefore, expectations for Raidious Producers are very high – this is an elite role, and Raidious entrusts a great degree of our success to the quality of service and the client experience Producers deliver to our clients, and their communication and leadership of our production staff.

The Producer role at Raidious is analogous to a producer in a broadcast news organization. The Producer is responsible for leadership and guidance of digital marketing initiatives that result in a larger, more engaged audience for Raidious clients. The success of the Producer is measured on the Producer’s ability to meet or exceed all client key performance indicators, and on client retention and satisfaction.

A producer oversees and delivers all Raidious initiatives to clients. The producer leads the creative process, in collaboration with all client stakeholders, and proactively guides Raidious clients in decision making and prioritization, all with a focus on building the client’s audience and delivering on the established key performance indicators of a client initiative, while being mindful of budget and scope expectations.

The producer leads the initiative, and ensures that all service lines are working together cooperatively to achieve the client’s goals, and to deliver the best possible work and solutions with the available resources. The producer is responsible for running the weekly Rundown meeting with the client, as well as the weekly production meeting with the Raidious team. The producer reports directly to the Raidious Director of Strategy.

Key Responsibilities of the Producer:

• Accomplish the client’s objectives.
• Accomplish the client’s objectives.
• Accomplish the client’s objectives.
• Provide enthusiastic, proactive guidance and consultation to the client.
• Ensure that Raidious work results in the client’s surprise and delight.
• Manage the client relationship, and retain the client.
• Understand the client, their category, and their strategic plan.
• Lead weekly rundown meeting with client.
• Lead weekly production meetings with Raidious team.
• Manage initiative milestones and communicate these to client and Raidious service line directors.
• Lead monthly in person analytics meeting with the client.
• Work cooperatively with all client stakeholders, including client partner firms.

Social Media Analytics is an ever-evolving practice. Here is a quick presentation on how Raidious handles analytics on a cross platform basis for socialized media (one point we make here – social media is a misnomer, it’s all social). It’s all about understanding how to grow and engage an audience with content, regardless of the platform – social or otherwise.

If your company is asking questions like . . . how do we measure the impact of social media? What is the ROI? What metrics should I be paying attention to in which platforms?

We have some answers for you. Please contact us any time, and we’ll be happy to have one of our strategists do an analysis of your current efforts.

“More content will be created today than existed in entirely before 2003.” – Steve Rubel EVP of Global Strategy and Insights for Edelman at Mashable Connect 2011.

That statement tells me 3 things:

1. People are consuming content at an astronomical rate.
2. Digital overload is a very real challenge. As Rubel also stated quite correctly, “there’s to much content and not enough time.”
3. To stand out you must know what the hell you’re talking about.

That last point means you must have authority on the subject. It’s true that the value of peer recommendations about brands is extremely important, but it’s also true that the value of peer recommendations about brands is declining. To be exact, it has declined 4% between 2009 and 2011 according to the Edelman Trust Barometer survey.

Quora, Wikipedia, and even the rise of high profile Twitter accounts for specific topics also point to the increasing role that experts play in the online conversation. While news stations are still scrambling trying to input viewers Tweets and poll questions into their programming, many people are looking for something more than “man on the street” answers. Rubel calls it “Validation.”

It’s the rise of the expert. Experts are creating larger audiences and wielding greater influence in the online marketplace.

Content marketing strategies need to take on the persona of experts; they need to be experts. But how?

• Product research – Know why your brand or experience is unique.
• Audience research – Know who is looking for your brand, your voice, your opinions.
• Be aware of what you don’t know – You can’t fake it.
• Participate – Ask and answer questions, be a part of the audience.
• Use the right digital tools to reach your audience – Videos, promotions, high quality content, etc.
• Optimize, promote and analyze – Learn from success and have no excuses for failure so you can learn from it.

In the Validation age of the internet, expert content is valuable content. If you aren’t producing valuable content about your brand, you are not giving your audience a reason to advocate and grow.

Image by scottfeldstein via Flickr

Some of us, myself included, are up for spreading cheer at ANY TIME during the year. What better pick me up is there than the warm and uplifting lyrics of holiday tunes? Especially since retailers have us thinking about the holidays IMMEDIATELY after Halloween these days.

Christmas music is okay by some people well in advance of Black Friday. Understandably, others feel that there is a specified time period in which listening to it is socially acceptable; a line that is NOT to be crossed until the time is right.

So internally we set our differences aside and agree to disagree. And so it goes. The eternal debate carries on. Must we wait until AFTER Thanksgiving to begin playing holiday tunes? Is just ONE month long enough for holiday music, or could you tolerate Jingle Bells during any season?

People follow brands to receive exclusivity, promotions, and be "in the know"

Social Media is still growing, and if you are a marketer that has drug your feet getting online, you should wait no longer. With the holiday season coming up, you have more users then ever going online to figure out what they want to buy their loved ones this holiday season. Whether it is inspiration for that 5:00 am brick and mortar trip the day after Thanksgiving, or the consumer that is planning on buying everything online; you have an opportunity to really impact consumer buying habits with social media this holiday season.

According to the study, 10 Quick Facts You Should Know About Consumer Behavior on Twitter, released by Chadwick Martin Bailey in October 2011, 6 in 10 Twitter followers are existing customers. While being an existing customer is the top reason (64%), the other reasons are extremely telling on the consumer’s intentions when following a brand. Other top reasons were to be the first to know info about the brand (61%), to receive discounts and promotions (48%) and gain access to exclusive content (36%). This information is giving brands more fire power then ever going into the holiday season.

Twitter users are frequent online users overall; 50% go online more than once an hour

The study also points out that the majority of users (79%) follow fewer than 10 brands and 36% only follow one or two brands. Also, 50% of Twitter users and 34% of Facebook users visit those sites more than once an hour; not to mention that 75% of Twitter followers have never unfollowed a brand. This creates a great combination for marketers on social because the majority of your audience only follows a handful of brands (and you are one of them!), they get online a lot and they are loyal. It is a marketing trifecta!

So how do you capitalize? Here are 4 tips to help get your brand in front of more eyeballs this holiday season.

1. Release Deals to Social Media Networks: Advertisers spend a lot of money on ads, weekly inserts in the Sunday paper, and direct mail during the holiday season. By putting this information online, you enhance your offline efforts and give your audience an opportunity to share the information with their friends and followers; it’s additional advertising at no cost.
2. Don’t Just Push. Interact: 33% of brand followers on Twitter are interacting with brands more this year than last year. You will deepen brand loyalty with users if you let them know you are listening and not just publishing.
3. Tweet Frequently (if you have the content to support it): With so much going on in the Twitter-sphere, you need to stay in front of your audience. By no means do I recommend Tweeting for Tweet sake, but if you have enough relevant content to jabber about, get your tweet on. Some ideas on what you can share with your audience are deals, promotions, trivia, relevant holiday tips, company news and relevant industry or company retweets. With 50% of users going back to Twitter more than once an hour, you are primed to get maximum exposure to your audience this holiday season. Be cautious of audience burn. If your audience is starting to unfollow your brand, then you may be posting too many non-relevant things to Twitter. Also, don’t post as much to Facebook as you would to Twitter.
4. Run Social Only Promotions: Make your audience feels like they have an inside track for following you this holiday season. Your users will check back to see what you have to offer next. This keeps you top of mind for the deal seeking crowd.

What are your social media strategies for this holiday season? Did I leave any tips out that you are planning on implementing?

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