Overview

The Senior Specialist, Social Media will be a driver for all things social media and a go-to resource for content best practices for Foley & Lardner. This person will act as a conduit to the rest of the firm to build relationships and mine content for social media. To be successful in this position, a candidate must have a deep understanding and experience creating mixed-media content and building engaged audiences on LinkedIn and Instagram. They also must demonstrate a strong balance between technical savvy and understanding of content strategy. The primary goal for this position is to raise the firm’s and our lawyers’ profiles in the social media space, grow lawyer engagement on social, and help to grow the firm’s overall brand. The ideal candidate will have a proven track record of developing and implementing successful social media campaigns for professional services firms, with a focus on driving engagement, growing followers, and generating leads.

Responsibilities

• Develop and execute a comprehensive social media strategy to increase brand awareness and engage with our target audiences
• Own and execute on the editorial calendar of the firm’s social pages, handling daily concepting, writing, posting, reporting, and management of social media pages
• Create and curate high-quality content for social media platforms, including videos, and graphics
• Measure and analyze the performance of social media campaigns using analytics tools like Sprout, Spinklr and ClearView Social and make data-driven recommendations for optimization
• Stay up to date on social media trends, best practices, and industry news to ensure our firm remains at the forefront of digital marketing – including paid thought leadership initiatives to boost organic postings and direct targeting
• Manage budget and paid social plans to reach new audiences and grow the firm’s pages, including reporting on efficacy, and optimizing maximum ROI.
• Collaborate to execute content campaigns to drive engagement with clients, prospective clients, and talent across the firm’s social media channels, including LinkedIn and Instagram, among others.
• Help to lead the firm’s lawyer engagement efforts, including 1:1 lawyer coaching, training to professional staff, administration of lawyer engagement tools, and helping to develop executive’s social media presence. Harness employee advocacy to drive website traffic
• Assist with community management across social channels - actively engage with and respond to followers and consistently brainstorm ways to encourage social conversation.
• Live posting special events and assisting in execution of all larger social programs.
• Provide input on content strategy development and contribute to larger team projects.

Qualifications

• Bachelor’s Degree in Marketing, Communications, or related field required
• Minimum of five (5) years of experience in a marketing or communications role including, managing enterprise social media channels required
• Advanced understanding of paid and organic social media strategy and tactics required
• Basic understanding of Adobe products for editing video and graphics preferred
• Basic understanding of SEO preferred