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:
- 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
- Optimise content strategy for audience growth through SEO, multi-channel promotion, A/B testing and content scheduling
- Increase engagement by producing, testing, and optimizing diverse content formats like reels, carousels, and stories
- Cultivate strong, positive and engaging relationships with followers by responding promptly to comments, messages, and discussions
- Set KPIs, track social media metrics and produce regular performance reports for each platform and campaign.
- 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
- Stay updated on social media trends and platform-specific content types, and relay these insights to the team
Requirements
- Degree in Marketing, Communications, Digital Media preferred; at least 4 years of proven experience in social media management, content strategy, or digital marketing
- Effectively bilingual in English and Chinese (written and spoken) as this role is for a Chinese publication
- 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
- Proficient in SEO and Digital Marketing - good knowledge of SEO best practices, A/B testing, and content scheduling to optimize reach and engagement
- 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)
- Ability to use data, audience insights, and social listening to inform content creation and promotion strategies
- Has experience tracking KPIs, analyzing social media metrics, and preparing performance reports
- Knowledge of Chinese Social Media Landscape - good understanding of trends, cultural context, and audience behavior on XHS, TikTok, and Bilibili.
- Able to build rapport with online community through engaging in discussions with humour and social media-savvy language, and responding to comments and messages
- Able to adapt quickly to changing trends, experiment with new content ideas, and effectively incorporate findings from competitor and trend analysis
- Has a willing-to-learn attitude, meticulous, self-motivated and is able to work independently as well as collaboratively with various stakeholders
