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WWLP-TV Audience Engagement Producer in Chicopee, Massachusetts

Audience Engagement Producer Position Summary: WWLP is the news leader on air and online, The Audience Engagement Producer is responsible for developing and implementing a plan to communicate our brand identity and generate inbound traffic from external sources. The producer is the primary advocate for growing and directing off-platform participation among the digital editorial group. This person must be highly motivated with an ability to focus and re-focus on a constantly changing target. The person should understand nuances in tone for different audiences and brand identities -- sounding fun where able and respectful when required. Position Responsibilities ? Develops and implements social media strategy across all products ? Manages all social media accounts with understanding of each unique audience ? Utilizes third-party tools to manage social posts across multiple accounts ? Executes on growing local newsletter strategy while tailoring tone to local needs ? Observes SEO trends and provides feedback to whole digital team ? Sends app alerts and newsletters timed for maximum reach ? Communicates regularly with local newsrooms to leverage unique offerings ? Shares high-performing successes across multiple markets and pitches external partners and sites for possible story promotion ? Reports on account and campaign metrics to inform future production strategies Skill/Experience Requirements ? Experience as a social media producer ? Clever headline/social post writer that gets readers to click ? Ability to moderate tone and voice to fit platform and brand needs ? Strong multi-tasking abilities ? Organized, technical problem solver and quick decision maker ? Knowledge of audience behavior trends and technical ability to affect them ? Ability to monitor and analyze metrics to change strategy as needed ? Knowledge of AP style a plus ? Understanding of effective writing styles for internal and external audiences ? Some schedule flexibility (nights, weekends) ? Proficiency in Photoshop and Premiere ? Meets measurements of success Typical day This individual will need to maintain awareness of external social media conversations and manage our own posts across all accounts through the day while also scheduling holdable content for off hours. Regular metric analysis and reporting will result in constant updates to strategy that need to be communicated, likely focusing on updated messaging to different groups weekly. This individual will also play a central role in the execution of our evolving newsletter strategy. Measurements of success ? Increases audiences across all main external audience channels ? Growth in social media participation throughout editorial ? Higher referral traffic to our digital products from external domains ? KPIs: +10% social visits, +10% newsletter subs, +10% newsletter visits