Social Media Strategist and Content Lead - Lafayette, LA

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The Opportunity

Expanding Personal Injury Law Firm has an immediate opening for a Social Media Strategist and Content Lead in our Lafayette, Louisiana office. This role is not limited to scheduling posts or executing predefined plans. The ideal candidate is a strategic thinker, confident communicator, and hands-on executor who thrives in a fast-moving environment.

Objective

Own and lead the firm’s social media strategy from concept through execution. This role is responsible for independently developing, executing, and optimizing organic and paid social strategies; directing content capture; identifying real-time opportunities; and driving measurable growth in brand awareness, engagement, and lead generation across all platforms. Collaborate with internal teams and third-party partners to ensure all efforts are cohesive, on-brand, and aligned with firm objectives.

Desired Outcomes

1. Accountable to independently lead social media strategy.

   • Own the end-to-end social media strategy without requiring day-to-day direction.

   • Translate firm goals into platform-specific strategies, content plans, and paid media approaches.

   • Design and execute comprehensive social media content calendars and campaigns across all major platforms.

   • Use analytics and research to drive short- and long-term growth in reach, engagement, and follower acquisition.

   • Create compelling, on-brand content and visuals to increase brand awareness, drive customer affinity, and optimize ROI.

   • Report on performance and suggest optimizations to the Marketing Director and other stakeholders.

   • Proactively identify gaps, opportunities, and new initiatives — and execute against them.

2. Accountable to conduct competitor analysis and monitoring social and digital trends to optimize strategies.

   • Monitor and analyze marketing efforts of local and national competitors.

   • Research relevant trends—both within and outside the legal industry—to enhance our firm’s marketing approach.

   • Proactively identify gaps, opportunities, and new initiatives - and execute against them.

   • Identify new channels and tactics to extend the firm’s digital presence.

3. Accountable to facilitate, manage, and optimize all in-house and third-party social media and digital marketing efforts.

   • Social Media Management

     o Create, execute, and maintain a yearly social media content calendar, staying current with platform features and best practices.

     o Direct and coach attorneys, leadership, and team members during content capture, including posing, messaging, timing, and delivery to ensure high-performing social content.

     o Write engaging copy and design or oversee graphics for posts, ads, and promotions, ensuring all pages remain accurate, current, and on-brand.

     o Respond to messages, comments, reviews, and leads in a timely and professional manner; direct leads to the intake department as needed.

     o Oversee social media giveaways, online event promotion, and strategic advertising campaigns.

     o Track, analyze, and report on social media KPIs, making recommendations for continuous improvement.

   • Digital and Offline Advertising (in collaboration with Marketing Director)

     o Develop, test, and optimize paid social advertising strategies across Meta, TikTok, YouTube, and emerging platforms in alignment with firm goals.

     o Newsletter curation, creation, and delivery to clients.

     o Lead and direct internal and external content shoots, identifying moments worth capturing and guiding on-camera talent to ensure high-performing content.

     o Analyze paid and organic performance data to inform creative, targeting, budget allocation, and optimization decisions.

   • Branding and Content Production

     o Ensure consistent use of all firm branding elements across digital platforms, maintaining brand guidelines as needed.

     o Contribute to graphic, photo, and video editing as needed to support social media and digital marketing efforts.

     o Coordinate with service providers and internal teams to develop campaign assets.

     o Identify and capture timely, unscripted, and opportunistic content moments that align with brand voice and platform trends.

   • Communication and Reporting

     o Regularly update media contact lists and support the creation and distribution of news releases, media advisories, mass emails, and announcements.

     o Report weekly to the Marketing Director and team on campaign performance and suggested optimizations.