Sr. Communications Specialist-Social Media

Sr. Communications Specialist-Social Media

Requirements

• Strong leadership skills with the ability to effectively lead a cross-functional team and collaborate with senior leaders and stakeholders.
• Extensive knowledge of major social media platforms, their functionalities and user behavior.
• Strong understanding of social media analytics and reporting tools, with the ability to derive actionable insights from the numbers.
• Exceptional content creation skills, with the ability to craft engaging and persuasive copy, visuals, and videos that are relevant to the target audience.
• Excellent written, verbal communication and multimedia communications skills, with the ability to communicate complex ideas clearly and concisely.
• Ability to work in a fast-paced, dynamic environment and manage multiple projects and priorities simultaneously.
• Social acumen: Possesses strong understanding of social, including current trends and what’s coming next, and has an informed POV on its role in marketing and communications; understands platform features and audience nuances that help drive bespoke content strategies.
• Proactive planning: Can see the bigger picture across a variety of content needs and takes initiative to prioritize and plan ahead; moves quickly to seize opportunities; enthusiastically initiates solutions to problems.
• Decision quality: Makes tough, data-driven decisions and moves them forward diplomatically, even if they are unpopular.

Responsibilities

• Partner with the Marketing & Brand (M&B) and Human Resources (HR) teams to execute Caterpillar’s enterprise social media and content strategy and strengthen the company’s presence on its social platforms (Facebook, LinkedIn, Twitter, YouTube, Instagram) and larger digital ecosystem.
• Aid in development of enterprise social media strategy and KPIs/benchmarks against enterprise objectives, known audience insights, channel dynamics, and performance history. Work with social teams within all business units to incorporate an enterprise lens to social strategy and content.
• Assist Enterprise Social Media Director with developing, implementing and tracking processes to ensure increased enterprise oversight and governance over business unit social strategy, digital content and analytics.
• Build and lead a 360 content structure and implementation throughout enterprise, utilizing platform differentiation that optimizes and complements content, amplification, and messaging within a PESO structure.
• Solely manage activities or people within social media / enterprise communications organization (long-term).
• Manage strategy, execution and education central to enterprise-wide employee advocacy program. Proactively plan creative, compelling and targeted digital communications activity, workshops and campaigns to engage employees in social media.
• Assist in leadership and ownership of ongoing dealer workshops and campaigns; actively work with them on providing counsel and best practices to help them optimize social content and engagement to reach business objectives, while improving their ability to build brand reputation aligned with Caterpillar’s enterprise objectives.
• Leverage data analytics to derive actionable insights that continually optimizes content to inform, engage, inspire and activates our social media followers.
• Adhere to and promote Caterpillar’s guidelines and expectations of employees using collaborative and social media.
• Proactively develop, implement and maintain social media crisis communication plans.
• Develop and communicate POVs on trends, platform changes, social media behavior, algorithmic changes and other news/developments that impact social media and online content.
• Review creative and make recommendations to ensure adherence to strategy, improvements to creative execution (images, videos, captions, distribution strategy), and application of insights.
• Ongoing trendspotting and competitor/best-in-class brand monitoring to inspire content creation.
• Compiling brand/customer truths based on social listening and community management to leverage for content inspiration and community-building.
• Consult with the business on strategies to utilize social media and digital content to educate, inform and engage.
• Serve as the enterprise communications liaison for enterprise social media projects.
• Apply social-first best practices to collaborate with internal and external editorial teams, global communications community and subject matter experts to turn business objectives, assets and content capture opportunities into compelling content to facilitate awareness, engagement, promotion, and storytelling of content across channels.
• Develop and maintain relationships with peers and organizations, keeping abreast of the latest trends in the industry, topics of interest and areas of strategic partnership; thus, providing recommendations and opportunities.
• Exhibit exceptional initiative and communications leadership across the corporation while working closely with key team members and business partners.
• Schedule and coordinate ongoing collaboration, education and review meetings with social teams internally and externally (Caterpillar dealer network).
• Perform other related communications duties as assigned.

Preferred Qualifications

• Degree in Communications, Social Media, Marketing, or equivalent work experience
• 5-7 years of experience managing social and content strategy, preferably in a corporate or large organizational setting. B2B social experience a plus.
• Demonstrated experience developing and executing effective social media strategies that drive reach, engagement, and impact across business objectives.