Social Media Manager - Regional Restaurant Chain

"I am the voice, eyes and ears of my organization. I monitor, contribute to, filter, measure and otherwise guide the social media presence of my brand in real time, and often have a team working under me to stay on top of a constantly shifting digital landscape. My strong communication skills, expertise with content management systems and deep understanding of social media allow me to engage with the public and potential customers at a high level. I create the content that drives traffic to our digital platforms and, ideally, puts bums in the bar stools of our restaurants. I am always in contact with my online community and maintain an image that corresponds to my organization’s desires and goals. I am responsible for the public’s perception of us."

Salary Range:

$64,000 - $86,000

The Tip

Join a club that is outside of your comfort zone. There is magic in being different.

Priority Knowledge & Skills
Expert
  • Apply expertise in media-focused subject areas (current affairs, sports, entertainment, weather)

  • Link content with a specific audience

  • Data analytics

  • Apply deep understanding of media needs, practices and news cycles

  • Expertise in verbal and written use of language

Great at
  • Ability to develop a compelling narrative

  • Ability to develop evidence-based content

  • Ability to generate new approaches to familiar stories

  • Production planning & design

  • Manage projects

  • Research

  • Visual and audio recording and editing

  • Ability to pitch ideas

Good at
  • Execute a promotional strategy

  • Ability to monetize content

Building Block Experiences
Education & Learning:
  • Diploma in digital marketing and design

  • Other education paths could include: a Bachelor of Communication majoring in broadcast media studies or journalism or a Bachelor of Arts majoring in English with a minor in marketing

  • Continuing professional development courses to maintain familiarity in digital technologies

 

"My strength has always been my narrative writing. I knew from an early age I wanted to write in some capacity. Adding a minor in marketing (and additional education in digital design) helped me find a critical sweet spot in today’s content-driven world."

Employment Experiences:
  • During college, I worked as a website designer and content creator for a local retailer

  • Did a work term at a digital agency as a project coordinator

  • Worked full-time one summer as the social media coordinator for a local economic development agency

  • After college, I was hired as the social media coordinator for a local retailer

  • Three years ago, I was recruited by a regional restaurant chain as their social media and content marketing manager. I now have a team of three reporting to me including a photographer and videographer.

 

"In the old days, marketing could be bought; now it has to be earned. I built on my formal education by taking increasingly senior positions that developed my skills to create immersive rich content. These roles all demanded the fundamentals of a good story. What is my plot, who are my characters and how do I connect emotionally to an audience to make them care? I remember watching a TED Talk by Andrew Stanton, one of the lead writers at Pixar, about how to tell a great story. This was when I first realized how I could make a living doing what I love to do."

Community Experiences:
  • I teach a pro bono course to non-profit organizations so they can leverage real-time content to drive engagement

  • On the executive of local photography club

  • Lead content curator for a local marketing association’s digital channels

 

"I’ve learned a lot by doing. I gained proficiency with the tools and channels I need for my job, but also learned what resonates with different audiences. I realized early on my passion for creating and finding content is significant and can make an impact on the things that are important to me."

Contextual Experiences:
  • Active blogger and digital storyteller

  • Voracious consumer of popular culture and the factors that drive trends

 

"It sounds silly, but I focused on becoming famous in my organization for being the person who knows what’s going on with everyone. This is part of my unique value proposition."

Relationships:
  • I seek mentors who are opinion leaders with diverse experiences

 

"I need to be social and easy to get along with because if I am, people will let me into their world, allow me to document their stories, and trust I will act in their best interest."