Social Media/Content Specialist

Social Media and Content Specialist

Granite Automotive Group | Rapid City South Dakota

Position: Full time, on site

• Marketing Department

Reports to: Dealer Principal or designated marketing supervisor

Position Summary

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Granite Automotive Group is seeking a creative, organized Social Media and Content Specialist to tell the story of our vehicles, employees, customers, and community. Supporting Granite Buick GMC/Hummer and Granite Nissan, this position creates original digital content that builds local awareness, generates customer inquiries, and supports vehicle sales and service business.

This is a hands-on content production and website management role. The specialist works across both dealerships to capture photos and video, maintain current website content, and coordinate social media and digital advertising with the Marketing Manager. Website specials, inventory features, and campaign messages must remain consistent across customer touchpoints.

Primary Responsibilities

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Content planning and production

• Build a monthly content calendar for both rooftops, balancing new and used inventory, service and parts, employee stories, customer experiences, and community activities.
• Produce vehicle walkarounds, feature demonstrations, delivery celebrations, employee introductions, service tips, and behind-the-scenes videos. Help employees feel comfortable participating on camera.
• Capture and edit photos, short videos, Reels, Stories, and graphics; write clear captions and calls to action appropriate to each platform.
• Coordinate featured inventory and promotional priorities with sales and service managers. Confirm vehicle availability and current offer details before publishing.
• Maintain an organized shared collection of original footage, finished assets, approvals, and customer media permissions.

Social channels and customer engagement

• Manage approved content on Facebook, Instagram, TikTok, and YouTube, adapting the format and message to each audience.
• Monitor comments, tags, and direct messages during assigned hours. Respond professionally to routine questions and promptly route sales and service inquiries to the appropriate BDC or department contact.
• Provide the receiving team with customer contact information and inquiry details through approved systems; coordinate follow-up without taking ownership of vehicle negotiations or service estimates.
• Escalate complaints, sensitive issues, and unusual account activity to management. Keep dealership branding, profile information, and published promotions current.

Website Content and Monthly Promotions

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• Manage content updates for both dealership websites, including monthly manufacturer incentives, dealership specials, homepage banners, promotional pages, photos, and featured inventory.
• Coordinate with the Marketing Manager and sales, service, and parts managers to confirm approved offers, eligibility, expiration dates, pricing, and required disclosures. Publish monthly incentive changes promptly and remove or replace expired promotions.
• Upload and refresh website banners and photos; update inventory descriptions, images, and featured vehicle selections through approved systems. Check availability and coordinate sold-unit removals, missing photos, pricing discrepancies, and inventory-feed issues with the inventory team and website provider.
• Align website specials and featured inventory with social media posts and digital ads so customers see the same approved offers, visuals, and messaging across channels. Coordinate campaign launch dates and direct ads and posts to the correct website pages.
• Check updated pages on mobile and desktop for accurate content, working links, readable banners, and functioning inquiry forms. Coordinate technical fixes with the website provider and confirm completion.

Campaign Support and Reporting

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• Coordinate content for dealership events, local partnerships, sponsorships, recruiting, and community involvement; arrange coverage with department managers in advance.
• Work with the Marketing Manager to develop concepts, copy, photos, videos, graphics, and calls to action for both social media and digital advertising. Coordinate with advertising vendors to deliver approved creative in required formats and align launch dates, offers, and featured inventory. Obtain approval before committing advertising spend.
• Use tracking links and consistent campaign labels where available. Review results with the BDC and managers to connect social activity with inquiries and appointments.
• Provide a monthly report by rooftop showing reach, engagement, video performance, website visits, and attributable inquiries. Include what worked, what needs improvement, and next month’s priorities.

Brand Standards and Content Approval

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Follow dealership approval procedures and manufacturer brand requirements. Obtain management approval for pricing, payments, financing claims, incentives, and offers before posting. Secure permission before featuring customers or employees, use properly licensed music and images, and keep customer records and financial information out of content. Maintain company control of accounts and assets through approved access and security practices.

Qualifications

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• One to three years of relevant social media or content production experience preferred; a strong portfolio demonstrating practical ability is essential.
• Ability to independently plan, film, edit, write, and publish polished content using a smartphone or camera and tools such as Canva, CapCut, or Adobe Creative Cloud.
• Working knowledge of Meta Business Suite, scheduling tools, platform analytics, and website content management systems; ability to update pages and promotional assets and turn performance findings into practical improvements.
• Strong writing, attention to detail, time management, and communication skills; confidence working with customers, technicians, and sales teams.
• Automotive, retail, or experience supporting multiple locations is helpful. Willingness to learn vehicle features and dealership operations.

Performance Expectations

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Success is measured by consistent execution of the approved calendar, content quality and accuracy, timely website and incentive updates, consistency across website and advertising campaigns, timely inquiry handoffs, audience engagement, and measurable contributions to sales and service opportunities. Management will establish posting frequency and numerical goals after reviewing account baselines, production capacity, and business priorities. The specialist will provide weekly progress updates and monthly performance reports.

Work Environment and Application

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Work is performed in showrooms, offices, service areas, and outdoor vehicle lots across both dealerships. Occasional evening or weekend event coverage may be scheduled. Follow all shop and lot safety procedures. Essential duties may be performed with reasonable accommodation.

Applicants should submit a resume and portfolio links, including short videos, photography, graphics, and social posts. Where available, include examples showing the results of their work.

Granite Automotive Group is an equal opportunity employer. Compensation and benefits will be communicated during the hiring process.

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