Social Media Manager

The work combines planning and production. A content calendar is built around patches, events and releases, assets are produced or commissioned for each platform, posts go out in the voice of the game, and the reaction decides what the next week looks like.

Measurement is part of the job rather than an afterthought: reach, engagement and conversion are reported back, and the channel strategy is adjusted from them. In larger teams the role also coordinates with brand, PR and the creators who cover the game.

Community management, which lives in the same adverts, is the neighbouring discipline: it owns the ongoing relationship with players in forums and chat, while social media management owns the published channels and their reach. The channels also carry whatever goes wrong: an outage, a controversial patch, a delayed release, each of which arrives in the same feed as the campaign material.