Social Media Manager / Content Strategist

321 is a creative marketing agency using strategic data to create the kinds of meaningful moments that connect, inspire, and engage. As a Social Media Manager - Insurance & Business Services Specialist at 321, you will serve as the strategic lead for organic social media across a diverse portfolio of client accounts, with primary focus on insurance (home, auto, and related product lines) and business services industries including roofing, legal services, real estate, healthcare, and home services. Social Media Strategy & Planning Develop comprehensive social media strategies for multiple insurance and business services client accounts that align with business objectives, target audiences, and brand positioningCreate insurance-specific content strategies that address the full customer lifecycle: awareness, quote consideration, policy purchase, claims experience, and renewal/retentionUnderstand and optimize for insurance consumer behavior including comparison shopping, life event triggers (home purchase, vehicle purchase, marriage, relocation), and seasonal patternsConduct competitive analysis, audience research, and platform audits to identify opportunities in insurance and business services verticalsDefine content pillars, messaging frameworks, and brand voice guidelines tailored to insurance audiences and professional service consumersDevelop strategies that build trust and credibility for insurance brands while addressing common concerns (price transparency, claims reputation, coverage clarity, customer service quality)Establish KPIs and success metrics for each client account, tracking performance against goals for reach, engagement, quote generation, and business impactLeverage AI tools to analyze audience insights, predict content performance, and optimize strategy based on data-driven insightsStay current on platform algorithm changes, emerging features, and social media trends in insurance marketing, adapting strategies to maximize organic reachMonitor insurance industry trends, regulatory changes, and competitive landscape to inform content strategy Content Strategy & Calendar Management Create and manage comprehensive editorial calendars across multiple platforms (Facebook, Instagram, LinkedIn, TikTok, YouTube) for 8-12+ client accounts simultaneouslyPlan insurance-specific content calendars that align with seasonal opportunities including:Weather-related awareness campaigns (storm season, winter driving, hurricane preparedness)Life event marketing (moving season, graduation, back-to-school, wedding season)Annual enrollment periods and open enrollment windowsPolicy renewal cycles and retention campaignsNational awareness months relevant to insurance (Distracted Driving Awareness, Fire Prevention Week, etc. )Develop content mix that balances promotional messaging, educational content (coverage explanations, claims tips, risk prevention), community engagement, and brand storytellingCreate content themes and campaigns that support insurance business objectives including quote generation, brand awareness, policy education, and customer retentionCoordinate content timing around client priorities, seasonal trends, industry events, regulatory changes, and platform-specific best practicesUtilize AI-powered content planning tools to generate ideas, optimize posting schedules, and maintain consistent publishing cadenceManage content approval workflows with clients and compliance reviews, ensuring regulatory adherence and timely production schedulesBalance evergreen insurance education content with timely, reactive posts that capitalize on trending topics, weather events, and cultural momentsDevelop content series that simplify complex insurance concepts for consumer audiences (coverage types, deductibles, claims process, bundling benefits) Content Creation & Asset Coordination - Insurance Focus Write compelling social media copy that resonates with insurance consumers and drives engagement across all platforms while maintaining regulatory complianceCreate insurance-specific content including:Policy coverage explainers and educational postsClaims tips and customer support contentRisk prevention and safety guidance (home maintenance, safe driving, disaster preparedness)Customer testimonials and claims success storiesAgent/team spotlights and humanizing brand contentSavings tips and bundle promotionsLife event-triggered content (new homeowner tips, first-time car buyer advice)Leverage AI tools for content ideation, copywriting assistance, and optimization to scale insurance content production efficientlyNavigate insurance advertising regulations and compliance requirements across all contentCollaborate closely with Creative team to brief designers and video editors on asset needs, providing clear direction on specifications, creative concepts, and compliance considerationsReview and provide feedback on creative assets to ensure they align with brand guidelines, platform requirements, regulatory standards, and strategic objectivesCreate basic visual content and graphics using design tools (Canva, Adobe Express) and AI-powered design platforms when neededCapture on-location content including photos and video footage during client site visits, industry events, or content creation sessions (bonus skill)Edit and optimize content assets for platform-specific requirements including aspect ratios, file sizes, and caption lengthsMaintain organized asset libraries and content repositories for efficient reuse and adaptation across insurance and business services clients Post Scheduling & Community Management Schedule and publish social media content across all platforms using management tools (Hootsuite, Sprout Social, Meta Business Suite, or similar)Monitor social media channels daily for comments, messages, and mentions, responding promptly and appropriately on behalf of insurance and business services clientsManage insurance-specific community engagement including:Responding to policy and coverage questions with accurate, compliant informationDirecting quote requests and complex inquiries to appropriate client contactsAddressing claims-related comments and concerns with empathy and professionalismHandling negative feedback or service complaints according to client protocolsNavigating sensitive situations including denied claims, rate increases, or coverage disputesEngage with client audiences authentically, fostering community growth and brand loyalty through thoughtful interactionsManage social media reputation by addressing customer inquiries, concerns, and feedback in coordination with client teams while adhering to insurance compliance standardsUtilize AI-powered moderation and response tools to efficiently manage high-volume community engagement while maintaining quality and complianceEscalate sensitive issues, regulatory concerns, or complex inquiries to appropriate client contacts with recommended responsesIdentify and amplify user-generated content, testimonials, positive claims experiences, and brand mentionsMonitor and respond to reviews on Facebook, Google, and other platforms, coordinating with clients on reputation management strategies Performance Analysis & Optimization Track and analyze social media performance metrics including reach, engagement, follower growth, website traffic, and quote-funnel impactMeasure insurance-specific performance indicators including:Content performance by topic (coverage education vs. promotional vs. community engagement)Engagement during seasonal campaigns and life event marketingClick-through rates to quote pages and policy informationAudience sentiment around claims, pricing, and service qualityCompetitive share of voice in insurance categoryGenerate monthly performance reports with insights, trends, and strategic recommendations for each client accountUse AI-powered analytics to identify content patterns, predict performance, and optimize future content strategiesConduct A/B testing on content formats, posting times, captions, and creative approaches to continuously improve resultsTranslate social media metrics into business impact, connecting engagement to quote generation, brand awareness, policy education, and client objectivesPresent performance insights and strategic recommendations to clients and internal teams through clear, compelling storytellingMonitor competitor social media activity, insurance industry benchmarks, and category best practices to identify opportunities and maintain competitive positioning Industry Expertise & Client Collaboration Develop deep understanding of insurance products including home insurance, auto insurance, renters insurance, umbrella policies, and bundling strategiesUnderstand insurance consumer behavior, purchase cycles, comparison shopping patterns, and decision-making factorsNavigate insurance-specific compliance requirements including state regulations, advertising disclosure requirements, and industry-specific guidelinesMaintain expertise in business services industries including roofing, legal services, real estate, healthcare, and home services marketingNavigate industry-specific compliance requirements across all verticals, particularly for regulated sectors like insurance, legal services, and healthcareEducate clients on social media best practices, platform changes, and emerging opportunities relevant to insurance and business services industriesPartner with Client Success teams to align social media strategies with broader marketing campaigns, lead generation initiatives, and business development objectivesIdentify content opportunities from insurance client operations including claims success stories, community involvement, agent profiles, customer testimonials, and risk prevention thought leadershipParticipate in client meetings and strategy sessions, representing social media perspective and recommending integrated approachesStay current on insurance industry news, regulatory changes, InsurTech innovations, and category trends that create content opportunities Required Experience & Qualifications 5+ years of experience in social media management, preferably in an agency environment managing multiple client accounts simultaneously2+ years of direct experience managing social media for insurance brands (home insurance, auto insurance, personal lines) or financial services organizations requiredProven track record developing and executing successful social media strategies for insurance, business services, professional services, or B2B brandsExperience managing social media for insurance companies, insurance agencies, roofing companies, legal firms, real estate professionals, healthcare providers, or similar business services industries is highly valuedDeep understanding of insurance consumer behavior, purchase considerations, and content that drives trust and engagement in the insurance categoryKnowledge of insurance industry regulations and advertising compliance requirements across multiple states/jurisdictionsFamiliarity with insurance products, coverage types, claims processes, and industry terminologyStrong writing skills with ability to craft platform-appropriate content that resonates with insurance consumers and professional audiences while maintaining regulatory complianceExpertise across major social media platforms including Facebook, Instagram, LinkedIn, TikTok, and YouTube, with deep understanding of platform-specific best practicesProficiency with AI-powered content creation tools (ChatGPT, Claude, Jasper, Copy.ai, or similar) with demonstrated ability to produce high-quality, on-brand content efficientlyExperience using AI tools for content ideation, image generation (Midjourney, DALL-E), video editing, and performance optimizationExperience with social media management platforms (Hootsuite, Sprout Social, Later, Buffer, or similar) and native platform toolsStrong understanding of social media analytics with ability to interpret data and translate insights into actionable strategiesProficiency with design tools (Canva, Adobe Express, or Adobe Creative Suite) for creating basic graphics and visual conte...