Jobs Social Media

First Look: Social Media (Marketing) Evangelist Job Description

Posted by Kent Lewis on March 10th, 2012 at 9:35 am

Last month, I wrote Why You Should Fire Your Social Media Marketing Manager, which turned the traditional Social Media Marketing Manager job description upside down. As a result, the post generated healthy discussion and feedback. One reader requested a more detailed Social Media Evangelist job description in his comment, so I decided to create one.

Social Media Evangelist Job Overview:

Unlike a Social Media Marketing Manager role steeped in tactical execution, the role of the Social Media Evangelist is that of that of a strategic planner, manager, trainer and facilitator. Essentially, the Evangelist is Chief Brand Officer/CMO/Editor-in-Chief/HR Director all wrapped into one. Instead of being the single voice for the company, the Evangelist manages the overall voice of the company, as created by employees at all levels. Notice the term “Marketing” is dropped from the job title, since the responsibilities of the Evangelist expand well beyond marketing into R&D, customer service and sales. The Evangelist is responsible for the company’s overall presence in social media, and that the brand is accurately represented across all departments/divisions.

Key Responsibilities:

  • Develops and manages overall social media strategy (objectives, metrics, strategies & tactics, timeline, accountabilities)
  • Identifies, selects and manages outside vendors and third party tools
  • Ensures all corporate social profiles are properly claimed, optimized, promoted and managed
  • Manages brand voice of company in social media
  • Creates Social Media Employee Policy/Guidelines for HR
  • Trains employees to monitor & engage in social media
  • Facilitates content creation by approved/certified employees
  • Manages and analyzes reporting across company
  • Responsible for keeping employees updates on evolving technology, trends and tools
  • Works with senior management to ensure social media is integrated into the cultural fabric

Required Knowledge & Experience:

  • 1+ years of customer service experience
  • 2+ years of PR/marketing experience
  • 3+ years’ experience with social media platforms
  • 4+ years of management experience
  • Relevant industry experience preferred
  • Bachelor degree in communications, social psychology or business preferred

Desirable Talents & Skills:

  • Highly organized
  • Self-motivated
  • Energetic and enthusiastic
  • Natural born leader/evangelist
  • Inquisitive by nature
  • Proficient written and verbal communications
  • Team player

Next Steps:

If you’re interested in hiring and developing a Social Media Evangelist in your company, the first step is customizing this template to work for your business. Start by modifying the Overview to incorporate your company’s culture, needs, objectives and available resources. Next, make sure the Responsibilities map to current (or future) organizational structure. Third, ensure talents and skills are accurately reflected, especially considering organizational size, shape and culture. Consider conducting research to determine what competitors and other industry players are doing in this area, especially salaries. Budget $50-120K for this role, depending on desired level of experience, industry, company size and geographic location of the position. Happy Evangelist hunting!

Additional Resources:

The Social Media Metrics That Truly Matter

How to be a Rock Star on 8 Social Media Platforms

How to Become a Social Media Guru in 3 Easy Steps

3 Effective Strategies for Securing Digital Marketing Budgets

6 Responses to “First Look: Social Media (Marketing) Evangelist Job Description”

  1. I really enjoy that the listing involves employees at every level of the firm. Especially recently, I've noticed that getting everyone a baseline understanding of the applications and utility of social media is key to discussing business goals for an online presence. I really advocate for a baseline universal understanding of social media via coaching in order for all levels to be involved in the project. Not only do clients feel more confident in the firm because of this transparency and accessibility to the working parts of the organization, but it involves the entire firm in a culture that has a ton of value. I always say that an audience invests in people more often than brands and that a company with great purpose, products & services, and that identifiable culture wins brand advocates. This evangelist position adds more responsibility and more creative freedom to the former "social media marketing manager" template. I believe this new format may help to weed out some of the would-be candidates that are unqualified to boot.

    Thanks for posting, Kent!

    Andrew Grossman

  2. Alexa says:

    Great information. Love the line; "Instead of being the single voice for the company, the Evangelist manages the overall voice of the company"
    Great for any SMM manager to print out and look at every day.
    As always, great work Kent.

  3. Sean Cook says:

    I like the idea of everyone in the company being an "evangelist" for the company and involved in social media/blogging; however, the messages need to have some consistancy, rules for engagement, tone, etc. and I see where a Social Media (Marketing) Evangelist comes in.

  4. The subject is well covered.
    I appreciate reading your blog.
    I agree with you on most points.
    I am looking forward reading more of your articles.
    Good job.
    I encourage you continue writing.

  5. Edgar says:

    It is perfect time to make some plans for the future and it is
    time to be happy. I have read this post and if I could I desire to suggest you few interesting things or advice.

    Maybe you can write next articles referring to this article.
    I want to read even more things about it!

  6. David Jacobs says:

    Glad you used the phrase "voice of the company"
    Glad you emphasize that social media hits all aspects of a business
    There are usually several good content creators in a business and a good social media manager coordinates this content. Glad the role addresses this.

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