Jobs and Careers

Public Relations and Social Media Specialist

HMSA

United Statesfull_timeVerifiedPosted 31 Mar 2025

About the role

Manage HMSA's social media profiles and presence.
- Create, manage, and grow HMSA's business presence across relevant social media channels, including, but not limited to Facebook, Instagram, X (formerly Twitter), LinkedIn, Yelp, and YouTube.
- Evaluate new social media channels for appropriateness and integrate into the HMSA suite of social media platforms.
- Responsible for setting up external-facing social media accounts, interacting with the community, and maintaining daily activity.
- Use HMSA provided equipment, such as iPhone and Apple laptop, to perform all social media functions.
Create shareable content.
- Develop content for posting on all designated social media outlets; works alongside team to contribute appropriate and relevant content for HMSA's social media accounts that educates and engages our audiences.
- Partner with other departments and business owners to ensure proper online messaging, relevancy, and consistency of messages across all networks.
- Develop and maintain posting schedules.
- Create, curate, and manage all published content (e.g., images, graphics, video, written copy, etc.).
Listen and engage in online conversation.
- Monitor online conversations and competitor presences/perceptions.
- Report "chatter" and other relevant online data and/or trends.
- Manage negative discussions and curate conversations/responses to turn the negative experience into a positive one.
Brand management.
- Serve as our online brand advocate and expand community/influencer outreach efforts. Act as the frontline brand ambassador on the internet; participate in minute-by-minute online conversations by answering questions, offering solutions, and mediating conversations.
- Develop and execute initiatives to drive member-generated content, increase community participation, and add value to the online community experience.
Strategic planning.
- Define and execute strategies, involving the news/social media, that supports business strategies with the goal of increasing HMSA visibility, traffic, and consumer engagement.
- Collaborate with cross-functional teams to develop marketing and communications plans.
- Utilize best practices to drive PR and social media strategic plans. Including but not limited to: content and visual content tactics, partnerships, and promotional and engagement strategies.
Analyze key metrics and adjust strategy as needed.
- Define key performance indicators and implement enterprise-level measurement, analytics, and reporting methods to gauge success.
- Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, search engine optimization (SEO), and social advertising campaigns.
- Leverage measurement tools to provide progress reports and mine insights, finds ways to improve on those metrics through testing and new initiatives.
- Research and incorporate search engine optimization/search engine marketing (SEO/SEM) strategies into overall communications and marketing efforts.
Stay updated on emerging trends.
- Monitor trends in social media tools, applications, channels, design, and strategy. Implement appropriate trends that make sense for the business.
- Explore ways to engage in new social networks to reach our target audience.
- Participate in ongoing education to remain highly effective.
Media relations.
- Serve as a point of contact for news media as delegated by the VP, Comms.
- Proactively develop story ideas that advance HMSA's company goals.
- Assist with research related to media requests when received from journalists/reporters; works with internal teams to create responses, vet them for review by SMEs, route for approval by executive leaders.
- Works closely with HMSA's public-facing areas involving news/media activity.
Training.
- Lead the development of organization-wide social media management standards, policies, and rules of engagement for social media.
- Mentor and provide training to communication and management professionals throughout the organization on best practices for creating, maintaining, monitoring, and developing content for social networks.
Assist Communications management and staff with special projects; performs all other miscellaneous responsibilities and duties as assigned or directed.