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Job Description: Social Media Manager - Insurance & Business Services Specialist ABOUT US 321 is a creative marketing agency using strategic data to create the kinds of meaningful moments that connect, inspire, and engage. We thrive on collaboration, agility, and heart — and we're powered by teammates who focus on what matters, bring proactive solutions to the table, and take full ownership of their work. We believe great work starts with great people, and we're looking for one more to join the team. ABOUT THE ROLE 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. You'll develop comprehensive content strategies that align with business objectives, manage editorial calendars across multiple platforms, and oversee the day-to-day execution of social media programs that drive engagement, brand awareness, and business results. This role requires specialized expertise in insurance marketing dynamics including seasonal enrollment periods, life event triggers, policy education, claims positioning, and trust-building for financial services. You understand how to translate complex insurance products into accessible, engaging content that builds consumer confidence and drives quote generation while navigating regulatory compliance requirements. This role sits at the intersection of content strategy, brand storytelling, platform expertise, insurance industry knowledge, and AI-enhanced content creation. You'll bring deep expertise in social media management alongside proven ability to craft compelling narratives for insurance brands and professional services organizations. Your strategic thinking combined with hands-on execution skills will enable you to balance creative excellence with platform best practices, compliance requirements, and business outcomes. As part of an AI-first organization, you'll leverage intelligent tools to scale content production, optimize performance, and deliver exceptional results across a high volume of client accounts. WHAT YOU'LL DO 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 positioning Create insurance-specific content strategies that address the full customer lifecycle: awareness, quote consideration, policy purchase, claims experience, and renewal/retention Understand and optimize for insurance consumer behavior including comparison shopping, life event triggers (home purchase, vehicle purchase, marriage, relocation), and seasonal patterns Conduct competitive analysis, audience research, and platform audits to identify opportunities in insurance and business services verticals Define content pillars, messaging frameworks, and brand voice guidelines tailored to insurance audiences and professional service consumers Develop 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 impact Leverage AI tools to analyze audience insights, predict content performance, and optimize strategy based on data-driven insights Stay current on platform algorithm changes, emerging features, and social media trends in insurance marketing, adapting strategies to maximize organic reach Monitor 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 simultaneously Plan 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 windows Policy renewal cycles and retention campaigns National 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 storytelling Create content themes and campaigns that support insurance business objectives including quote generation, brand awareness, policy education, and customer retention Coordinate content timing around client priorities, seasonal trends, industry events, regulatory changes, and platform-specific best practices Utilize AI-powered content planning tools to generate ideas, optimize posting schedules, and maintain consistent publishing cadence Manage content approval workflows with clients and compliance reviews, ensuring regulatory adherence and timely production schedules Balance evergreen insurance education content with timely, reactive posts that capitalize on trending topics, weather events, and cultural moments Develop 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 compliance Create insurance-specific content including: Policy coverage explainers and educational posts Claims tips and customer support content Risk prevention and safety guidance (home maintenance, safe driving, disaster preparedness) Customer testimonials and claims success stories Agent/team spotlights and humanizing brand content Savings tips and bundle promotions Life 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 efficiently Navigate insurance advertising regulations and compliance requirements across all content Collaborate closely with Creative team to brief designers and video editors on asset needs, providing clear direction on specifications, creative concepts, and compliance considerations Review and provide feedback on creative assets to ensure they align with brand guidelines, platform requirements, regulatory standards, and strategic objectives Create basic visual content and graphics using design tools (Canva, Adobe Express) and AI-powered design platforms when needed Capture 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 lengths Maintain 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 clients Manage insurance-specific community engagement including: Responding to policy and coverage questions with accurate, compliant information Directing quote requests and complex inquiries to appropriate client contacts Addressing claims-related comments and concerns with empathy and professionalism Handling negative feedback or service complaints according to client protocols Navigating sensitive situations including denied claims, rate increases, or coverage disputes Engage with client audiences authentically, fostering community growth and brand loyalty through thoughtful interactions Manage social media reputation by addressing customer inquiries, concerns, and feedback in coordination with client teams while adhering to insurance compliance standards Utilize AI-powered moderation and response tools to efficiently manage high-volume community engagement while maintaining quality and compliance Escalate sensitive issues, regulatory concerns, or complex inquiries to appropriate client contacts with recommended responses Identify and amplify user-generated content, testimonials, positive claims experiences, and brand mentions Monitor 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 impact Measure insurance-specific performance indicators including: Content performance by topic (coverage education vs. promotional vs. community engagement) Engagement during seasonal campaigns and life event marketing Click-through rates to quote pages and policy information Audience sentiment around claims, pricing, and service quality Competitive share of voice in insurance category Generate monthly performance reports with insights, trends, and strategic recommendations for each client account Use AI-powered analytics to identify content patterns, predict performance, and optimize future content strategies Conduct A/B testing on content formats, posting times, captions, and creative approaches to continuously improve results Translate social media metrics into business impact, connecting engagement to quote generation, brand awareness, policy education, and client objectives Present performance insights and strategic recommendations to clients and internal teams through clear, compelling storytelling Monitor 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 strategies Understand insurance consumer behavior, purchase cycles, comparison shopping patterns, and decision-making factors Navigate insurance-specific compliance requirements including state regulations, advertising disclosure requirements, and industry-specific guidelines Maintain expertise in business services industries including roofing, legal services, real estate, healthcare, and home services marketing Navigate industry-specific compliance requirements across all verticals, particularly for regulated sectors like insurance, legal services, and healthcare Educate clients on social media best practices, platform changes, and emerging opportunities relevant to insurance and business services industries Partner with Client Success teams to align social media strategies with broader marketing campaigns, lead generation initiatives, and business development objectives Identify content opportunities from insurance client operations including claims success stories, community involvement, agent profiles, customer testimonials, and risk prevention thought leadership Participate in client meetings and strategy sessions, representing social media perspective and recommending integrated approaches Stay current on insurance industry news, regulatory changes, InsurTech innovations, and category trends that create content opportunities WHAT YOU HAVE Required Experience & Qualifications 5+ years of experience in social media management, preferably in an agency environment managing multiple client accounts simultaneously 2+ years of direct experience managing social media for insurance brands (home insurance, auto insurance, personal lines) or financial services organizations required Proven track record developing and executing successful social media strategies for insurance, business services, professional services, or B2B brands Experience managing social media for insurance companies, insurance agencies, roofing companies, legal firms, real estate professionals, healthcare providers, or similar business services industries is highly valued Deep understanding of insurance consumer behavior, purchase considerations, and content that drives trust and engagement in the insurance category Knowledge of insurance industry regulations and advertising compliance requirements across multiple states/jurisdictions Familiarity with insurance products, coverage types, claims processes, and industry terminology Strong writing skills with ability to craft platform-appropriate content that resonates with insurance consumers and professional audiences while maintaining regulatory compliance Expertise across major social media platforms including Facebook, Instagram, LinkedIn, TikTok, and YouTube, with deep understanding of platform-specific best practices Proficiency with AI-powered content creation tools (ChatGPT, Claude, Jasper, Copy.ai, or similar) with demonstrated ability to produce high-quality, on-brand content efficiently Experience using AI tools for content ideation, image generation (Midjourney, DALL-E), video editing, and performance optimization Experience with social media management platforms (Hootsuite, Sprout Social, Later, Buffer, or similar) and native platform tools Strong understanding of social media analytics with ability to interpret data and translate insights into actionable strategies Proficiency with design tools (Canva, Adobe Express, or Adobe Creative Suite) for creating basic graphics and visual content Nice to Haves Bonus: Photography and videography skills with experience capturing on-location content including project documentation, team profiles, customer testimonials, and behind-the-scenes footage Bonus: Video editing capabilities using tools like CapCut, Adobe Premiere, or AI-powered video editing platforms Property & Casualty (P&C) insurance knowledge or insurance licensing Experience with insurance technology platforms, quote systems, or agency management systems Understanding of social media advertising principles and how organic content supports paid campaigns (execution handled by Digital team) Experience managing social media during major weather events, natural disasters, or crisis situations Knowledge of compliance considerations for regulated industries including HIPAA (healthcare), attorney advertising rules, insurance advertising regulations, and industry-specific guidelines Experience with customer ser