Companies and organizations use social media directors to help build brand loyalty, form a customer service strategy, and assist with building a larger market share and brand awareness. The social media director normally interacts with marketing, customer service, sales, and branding managers to help form a consistent and effective strategy that uses social media to help these departments execute their respective goals. Using social media platforms such as Facebook, Twitter, Instagram, and Pinterest, the social media director is expected to consistently represent the company and its brands or services in direct communications with existing and potential customers.
The strategies employed by the director can include assessing the effectiveness of marketing initiatives to help design future campaigns. The director may us social media to publicize upcoming and ongoing special events and opportunities for customers and promote the brand message to new consumers, seeking them out based on metrics identified by the director. Additionally, the social media director may play an active “first responder” role for customer service by monitoring customer inquiries, observations, and complaints on social media and review websites. The director assesses and responds to issues and helps customer service personnel address frequent or ongoing issues that exist.
Because a social media director holds a management-level position, many companies normally consider only persons for this position with a bachelor's degree or higher in marketing, communications, or a related field. Companies also look for extensive practical experience in social media communications, as well as an understanding of fundamentals of customer service. Social media directors typically work regular business hours during the week in an office setting, although they may need to monitor their social media outreach during off-hours.
Social Media Director Tasks
Create reports and integrate internal and external data and trends to guide initiatives.
Lead social media projects, enforcing standards and monitoring progress.
Train and mentor across the organization to improve social media integration and usage.
Develop and implement a comprehensive social media strategy, including projects and metrics.
Handle brand and image crises rapidly to preserve networks and perception.