Social Media Strategist

Summary
 
The Social Media Strategist will manage and implement social marketing strategies which effectively position the BlueCross BlueShield of Tennessee brand to sell, retain and/or promote company products and services. This position reports to the Director, Brand Strategy and New Media.
 
The incumbent will be responsible for research and development of social media programs, program execution and management, measurement and analysis.
 
The incumbent will have a keen knowledge and utilize various social media channels including, communications channels (e.g., blogs, internet forums, micro-blogging (twitter), social networking sites (e.g., Facebook, MySpace), event sites (e.g., Meetups), collaboration channels (e.g. Wikis, Digg) and multimedia channels (Flickr, YouTube).
 
The incumbent will also manage and implement electronic communications (e.g. email) to various corporate stakeholders.  This includes development of tools to deliver messages, corporate policies and communications standards, and ongoing maintenance (e.g. opt in/opt out).
 
The incumbent works closely with senior leadership, including the CEO and President of the CBEM business unit, on social media and digital communication initiatives to meet enterprise goals and objectives.  As a functional lead, the incumbent mentors and directs the work of other employees to ensure that projects are managed effectively.
 
The Incumbent will work with external marketing agencies and be accountable for establishing quality standards and return on investments for social media and digital communication activities.
 
Functions
 

• Provide subject matter expertise on emerging technologies regarding social media,  mobile marketing and digital marketing.


• Translate business strategy into applicable interactive experiences that drive business results and meet business and user goals.


• Be the primary interactive marketing point of contact for assigned key initiatives.


• Monitor trends in social media tools, trends and applications and appropriately apply that knowledge to increasing the use of social media at BCBST.


• Oversee and manage program and project development from definition through delivery including identifying key measures of success.


• Manage program cost, scope and schedule.


• Measure the impact of social media on the overall marketing efforts.


• Supervise integration of efforts among external partners (public relations agency, advertising agency, digital/direct agency).


• Serve as primary content developer for brand and corporate social media sites including Twitter and Facebook.


• Works with Manager of Marketing Communications to ensure consistent messaging between advertising and internally produced communications.


• Works with various management teams (product development, sales and account management, customer service, etc.) to gain appropriate input and buy-in on social networking strategies and execution.


• Ensures that all social networking strategies are compliant with Blue Cross Blue Shield Association brand regulations.


• Obtains appropriate regulatory and compliance approval for all social networking endeavors.

• Bachelor's Degree in Marketing, Business, communications, journalism, English or related field, and/or equivalent work-related experience.


• A minimum of 3 years experience in interactive marketing; 5 years experience as a professional communicator.


• 2 years experience in the health care financing industry or in an agency serving the industry is preferred.


• Experience sourcing and managing content development and publishing for social networking functions.


• Familiarity with Web Analytics reports.


• Knowledge of search engine optimization including basic key word search.


• Knowledge of search engine marketing.


• Must have a solid understanding of web development and Web functionality and be proficient with Web 2.0 trends.


• Exceptional writing, client relations and project management skills.


• Self-motivated and able to manage multiple takes and priorities within specified timeframes.


• Ability to travel to achieve objectives.