Digital & Social Media Specialist

Department: Marketing
Level: Operational
Primary objective: Manage digital presence, social platform analytics, and paid advertising integration

What this role does

The Digital/Social Media Specialist connects CRMconnect with external digital platforms: tracks performance of social accounts (Facebook, Instagram, TikTok, Twitter/X, YouTube) from a unified dashboard, configures remarketing pixels (Google, Meta, LinkedIn), and syncs CRM audiences with advertising platforms. Transforms CRM data into targeted advertising audiences.

Modules used

Social Analytics — unified monitoring

Where: /admin/social_analytic

Connected platforms and available metrics

Reporting for clients (if you're an agency)

If you work for multiple clients → you can share the Social Analytics dashboard with each client through the Client Portal:

• Client logs into their own portal → sees metrics for their social accounts
• Data updated automatically at the configured sync frequency
• No access to other clients' data

Weekly routine

1. Social Analytics → review platform trends vs. previous week
2. Identify posts with high engagement → document what type of content performs
3. Verify that sync ran without errors (status badges in navigation bar)
4. Export weekly report → send to Marketing Manager

Remarketing — connecting CRM with ad platforms

Where: /admin/remarketing

Supported platforms

Pixel setup (once only, admin)

1. Google Ads Remarketing:
   → Remarketing → Google tab
   → Enter Google Ads Account ID
   → Configure conversion events (e.g. form completed, pricing page visited)
   → Pixel code added to site (via Tag Manager or manually)

2. Meta Pixel:
   → Remarketing → Facebook tab
   → Enter Meta Pixel ID
   → Connect Facebook ads account
   → Pixel active → Meta Business Manager confirms events being received

3. LinkedIn Insight Tag:
   → Remarketing → LinkedIn tab
   → Enter LinkedIn Insight Tag + Partner ID
   → Tag added to site → LinkedIn confirms activation

Syncing CRM audiences to ad platforms

Most valuable flow: export CRM segments as audiences in ad platforms:

Example: Leads that haven't converted in the last 60 days
→ Create segment in CRM: Leads with status ≠ Closed Won + Creation date > 60 days
→ Remarketing → Meta → Audience Sync → upload segment
→ Meta creates a Custom Audience from CRM emails/phones
→ Launch retargeting campaign with a specific offer for these contacts

Example: Lookalike from existing customers
→ Export active customer list from CRM
→ Meta → Lookalike Audience based on your list
→ Meta finds users with similar profile to your customers
→ Launch cold prospecting campaign

Facebook Lead Ads — capturing leads directly from Facebook

Where: /admin/leads → Facebook Leads integration (/admin/leads/facebook_leads)

How it works

1. Create a Lead Ad on Facebook (the form is native in Meta, not on your website)
2. User completes the Facebook form → data arrives via webhook in CRMconnect
3. New lead created automatically with:
   • Source: "Facebook Lead Ad"
   • Fields mapped from form (name, email, phone, message)
   • Status configured at setup

Integration setup (once only)

→ CRM → Leads → Facebook Leads → Connect
→ Authorise your Facebook Business account
→ Select page and lead form
→ Map fields: Meta field ↔ CRM field (e.g. "Email" → email, "Phone" → phone)
→ Configure default status and source for new leads
→ Activate → from now on leads enter CRM automatically

What to check daily

• Leads → filter Source = "Facebook Lead Ad" → check today's leads
• If no new leads coming in even though campaign is running → check webhook (Meta connection)
• Send qualified leads to SDR for follow-up

Google Analytics — correlating traffic with pipeline

Where: /admin/google_analytic

What it brings into CRM

GA4 data appears directly alongside CRM data — you can see:

• Which email/social campaigns drive traffic to the site
• Which pages prospects visit before completing the form
• Correlation between GA4 conversions and leads created in CRM

Configuration

→ Google Analytics → Add property
→ Authorise Google account
→ Select GA4 property
→ Dashboard shows: sessions, users, bounce rate, conversions

Practical use

1. You've launched an email campaign → check in GA4 if traffic increased on the landing page
2. Compare sessions on campaign day with leads created in CRM → calculate conversion rate
3. If high traffic but few leads → problem is on the landing page (offer or form)

Metrics to track

Practical tips

Pixels are priority zero at the launch of any paid campaign. Without an active pixel, you can't retarget, can't build lookalike audiences, and can't measure conversions. Check the pixel before everything else.

CRM audiences are more valuable than any other targeting. You know exactly who your customers are — their email in Meta generates a Custom Audience of a quality that no demographic targeting can match.

Monitor Social Analytics weekly, not monthly. An account that drops 20% reach in a week signals a problem (algorithm change, restricted account, penalised content) — detected in 7 days it's fixable; detected in 30 days it may be too late.