What are the main responsibilities of your role?
I oversee social media for the whole of Stoneacre Motor Group, including posting to our Facebook, Twitter, LinkedIn and Instagram channels, responding to incoming messages and comments and creating digital content.
Working alongside Alex Hodgson, the group’s other social media manager, we also control the posts sent to our local branch Facebook pages, through the SproutSocial management software. We have dedicated members of staff in each branch who send local branch content for us to approve, check the posts are compliant and on brand, to be posted to their dealership Facebook page.
What are the most significant challenges you face in your field of work?
The hardest challenge we faced was getting the staff in our branches on board with our ambitious plan for each site to have its own Facebook page, to which branch staff create and post content.
I don’t think everyone in the business believed we would be able to get as much engagement from Facebook as we were aiming for and have consequently achieved, because they didn’t think Facebook users would be interested in engaging with a business through the platform.
How were these challenges overcome?
Perseverance and regular updates to staff in the branches with the number of appointments, leads and sales we have had as a direct result of the organic efforts on Facebook.
The staff in branch really started to see that the engaging and informative content they were putting out on a daily basis was returning some great results. On top of the group campaigns and manufacturer messages, the social media team at head office post on a regular basis. It’s also great for them to see how interactive the customers are with the content posted to Facebook pages.
We also inform all of our new starters and apprentices right from the off about the importance of social media to Stoneacre Motor Group, and how they can have a positive impact when they start their job in branch, whatever their position may be.
What attracted you to this area of expertise?
I think it is the fact that social media and digital marketing is ever-changing, and we have to be reactive to stories or press releases that we may only know about on the day. We are always having to come up with new ideas and strategies to improve and build upon our past successes, which I find is an exciting way to work.
What’s the most important thing you have learned in your education/career, and how have you made use of it in your current role?
The most important skill I took from my time at university was organisation. It’s important to always be prepared when working in such a busy area.
What drives you?
A passion to succeed, coupled with an ambition to exceed as many expectations and targets as possible.
What’s your favourite app?
It’s difficult to choose between Instagram and Facebook.
How do you relax?
Walking the dogs, TV, swimming and gardening.