We are looking for a Social Media Strategist to join the social media team in Lianhe Zaobao's China News desk. You will be expected to:
â—Ź Develop an innovative content strategy for our XHS, TikTok, and Bilibili accounts using data, audience insights, trends, and competitor research
● Expand Zaobao’s reach on the abovementioned platforms by exploring new engagement methods with the Content Producers
â—Ź Optimise content strategy for audience growth through SEO, multi-channel promotion, A/B testing and content scheduling
â—Ź Increase engagement by producing, testing, and optimizing diverse content formats like reels, carousels, and stories
â—Ź Cultivate strong, positive and engaging relationships with followers by responding promptly to comments, messages, and discussions
â—Ź Set KPIs, track social media metrics and produce regular performance reports for each platform and campaign.
â—Ź Conduct social media monitoring, research, and analysis to provide insights and recommendations, and identify new engagement opportunities; partner the Content Producers for implementation in future content
● Produce weekly reports on the latest social media trends to facilitate the team’s understanding of audience preferences and effective content categories
â—Ź Stay updated on social media trends and platform-specific content types, and relay these insights to the team
Requirements
â—Ź Degree in Marketing, Communications, Digital Media preferred; at least 4 years of proven experience in social media management, content strategy, or digital marketing
â—Ź Effectively bilingual in English and Chinese (written and spoken) as this role is for a Chinese publication
â—Ź Demonstrated expertise in developing and executing content strategies specifically for platforms like XHS, TikTok, and Bilibili with a focus on the Chinese audience or international content platforms
â—Ź Proficient in SEO and Digital Marketing - good knowledge of SEO best practices, A/B testing, and content scheduling to optimize reach and engagement
â—Ź Proficient in Social Media Analytics Tools - familiar with tools like Google Analytics, platform-specific analytics (e.g., TikTok and XHS insights), and social media management platforms (e.g., Hootsuite, Sprout Social)
â—Ź Ability to use data, audience insights, and social listening to inform content creation and promotion strategies
â—Ź Has experience tracking KPIs, analyzing social media metrics, and preparing performance reports
â—Ź Knowledge of Chinese Social Media Landscape - good understanding of trends, cultural context, and audience behavior on XHS, TikTok, and Bilibili.
â—Ź Able to build rapport with online community through engaging in discussions with humour and social media-savvy language, and responding to comments and messages
â—Ź Able to adapt quickly to changing trends, experiment with new content ideas, and effectively incorporate findings from competitor and trend analysis.
â—Ź Has a willing-to-learn attitude, meticulous, self-motivated and is able to work independently as well as collaboratively with various stakeholders