Job Title: Social Engagement Strategist
Company: The Walt Disney Company Burbank, CA Hybrid
Location: Burbank, CA Hybrid
The Walt Disney Company’s Media & Entertainment Distribution (DMED) is a global business segment for The Walt Disney Company with the mission of providing highly-personalized entertainment experiences to diverse consumers around the world access to the content they want most, on the latest platforms, at a time of rapidly-evolving consumer habits deliver.
Disney Streaming encompasses the teams leading the Disney+, Hulu, ESPN+, and Star+ streaming services within Disney’s Media & Entertainment Distribution group. We sit at the intersection between entertainment, sports, and technology and seek to connect viewers with the stories they love, while driving the streaming industry forward with consumer-first innovation.
Lucasfilm Online oversees the Lucasfilm portfolio of brands across digital and social platforms. This department is the foundational social & digital infrastructure responsible for programming, analyzing, maintaining, publishing, producing and ultimately growing audiences across all digital platforms for Lucasfilm, Star Wars, and their respective franchises/businesses. With franchise initiatives across DMED and The Walt Disney Company, Lucasfilm Online supports an evolving multiplatform and multi-vertical franchise business with tentpole content, products, and experiences throughout the year.
The Social Engagement Strategist is responsible for social engagement strategy, content planning, story ideation, and community management for the Star Wars & Lucasfilm franchise social channels. This person works closely with stakeholders across the Lucasfilm Social & Digital team, DMED, and Lucasfilm franchise business leaders to develop social engagement opportunities that support both brand building and marketing initiatives.
Candidates should be collaborative, creative, and organized, with a strong understanding of all digital platforms. Additionally, the ideal candidate would have a background in digital or social video production. Candidates should be proactive, a strong team player, and possess excellent communication skills. The ability to adapt to processes, meet deadlines, and work with multiple stakeholders across business units within The Walt Disney Company is key.
Responsibilities and Duties of the Role:
Social Engagement & Planning
Manage and frame development of Evergreen Brand social strategies content optimized for platforms such as Instagram Video, Instagram Reels, Twitter video, YouTube and emerging platforms at varying lengths
Frame social strategies for thumb-stopping original content identifying relevant formats, trends, and adapting them to fit brand voice and audience; this is in collaboration with Digital Content team producers
Reference the Star Wars brand guidelines and Social/Digital Strategy when developing social content calendars, ensuring posts are consistent with the brand voice, style and tone
Frame development of Evergreen Brand social strategies, optimized for a balanced content mix and demonstrates awareness of all Levels of Fanship (no prior knowledge, light referencing to existing IP, Core)
Frame and provide input as it relates to messaging, engagement, and community preferences. Additional emphasis on creating strategic content plans targeting all levels of fan ship (Potential, Casual, Core)
Frame and provide input into monitoring and reporting platform updates, bugs, or changes that affect day-to-day execution or overall community management.
Frame and provide input into event and production social content capture on site content, and possibly be on camera representing Lucasfilm.
Input and provide notes to the international team’s content calendars. Checking to see that all social accounts represent the proper brand voice and stay consistent across the board globally.
Co-Manage day to day traffic and deliveries of VisDev assets, Provide insight to the vis dev team on proper use of Star Wars elements for all internally created assets. Also providing additional art direction for all commissioned artwork, also providing replacement assets if needed. (Digital content strategist)
Input and provide notes and direction to make sure all content fits within our social voice. Working with Social Engagement Manager and Digital Content Strategist to create a balanced release schedule across Social and Editorial
Frame and provide input on all social content involving the Star Wars brand across TWDC to ensure alignment with our digital/social voice, platform/content strategy, and calendaring. I.e. assets created for parks, Disney+, D23, CPGP, etc.
Executional lead for engaging with the Star Wars community across the social landscape, including but not limited to Twitter, Instagram and additional emerging platforms
Executional lead for publishing directly to Star Wars and Lucasfilm handles in support of synergy, Editorial, Video Content and further partners and tentpole marketing opportunities
Frame and provide day to day support on the execution of social and digital strategy and platform guidelines in partnership with LFL Online team
Manage and frame all Star Wars and Lucasfilm platform pages such as Instagram, Twitter, Facebook, Giphy, and Youtube; includes any additional emerging platforms
Manage all uploads and optimizations, making sure the pages are up-to-date with current Tentpole campaigns, Evergreen Brand, and Synergy/Partnership calendar beats (move to strategist once
Manage asset uploads in collaboration with the Disney Studio team on larger marketing campaigns involving franchise series (Clone Wars, Mandalorian, The Book of Boba, etc). Provide insight on Star Wars social schedule and assist with timing and scheduling.
Co-Manage Lucasfilm archive team (ATRIS) workflow to acquire images and assets for all social content (strategist)
Co-Manage execution of Partner & Synergy asks, working closely with Managers on calendar planning. all other businesses ask and work closely with their teams on all requests and campaigns. This includes such teams as publishing, consumer products, Disney Parks, game, and more (strategist)
Frame and provide input on the day-to-day monitoring and moderation of all Star Wars & Lucasfilm social media channels utilizing Crisp Thinking and NetBase for monitoring of conversation volume, sentiment, and trends
Frame tracking performance of Evergreen Brand social content for Managers and making optimization based on insights; Actively interprets social analytics and reporting to drive actionable optimization for audience, content, and platform strategies
Frame and provide input to Social & Digital Marketing leadership to monitor community discussion and social health. Flag any important updates or concerning trends. Provide timely updates on troublesome posts involving talent and crew using weekly dashboard on NetBase
Required Education, Experience/Skills/Training:
3+ years social media or community management experience within consumer-facing media or global brand preferred
Excellent writing skills with the ability to translate traditional marketing content into engaging and brand relevant conversations
Passion for storytelling, listening to what the community has to say, and providing memorable and/or award-winning experiences in the social space
Basic understanding of digital analytics and performance tracking
Superior knowledge of social platforms and its native products
Ability to be nimble and adapt quickly to new technologies and processes
Polished in presentation and communication
Highly organized and detail-oriented with an exceptional sense of accountability
Ability to manage multiple projects and creative ideas in a fast-paced environment
Be able to find creative solutions to challenges and use data to drive content development and programming decisions
BA or BS in Journalism, Film, Marketing, and/or relevant field or 7+ years experience
Familiarity with the overall Star Wars brand, characters, stories, and communities