What do you do? Ben Ayers, Social Media Manager, ITV.com

I’m always interested in the new jobs that are being created to deal with the rise of the web and social media. So when I had the opportunity I asked Ben Ayers, Social Media Manager for ITV.com, what his job involves. Here’s his reply:

“I manage social media for ITV.com but also oversee social media strategy for ITV as a whole, working closely with colleagues in marketing and sometimes third parties like agencies and production companies who create content for us.

“Over the last couple of years I have eased ITV towards a semi-coordinated social media strategy – both on and off ITV.com – developing communities and engagement around programme brands.

“This has worked really effectively for the likes of the X Factor and I’m A Celebrity and to some extent our ‘evergreen’ programmes like soaps and daytime shows This Morning and Loose Women. I also work with my editorial colleagues to try new ‘social’ features around programmes. Most recently I have been working with ITV news to make our election coverage as engaging as possible.

“Although I work within the ITV.com team, I also work closely with colleagues in marketing, PR and sales. I manage community on ITV.com and have been working on the implementation and adoption of a new community platform introduced at the end of last year. I also oversee moderation and chair the ITV digital group that includes colleagues from PR and marketing.

“I was a journalist on local newspapers in the South before going into PR, starting at Comic Relief. I have worked in communications at the BBC, Science Museum and more latterly ITV. I moved from programme publicity at ITV to manage PR for ITV’s website. It was from there that I moved into social media activity for the website. In the first year the focus was on traffic generation using social media channels but increasingly it’s about community and engagement.”

I also asked what were the 3 most important lessons he has learned in the job:

  1. “The devil’s in the detail – although it can be a bore, reading the small print is actually very worthwhile
  2. “Don’t be afraid to try new stuff – in the UK we are too hard on ‘failure’. There’s a different culture in other countries like the US and we can learn from that.
  3. “It’s really not all about traffic.”

3 thoughts on “What do you do? Ben Ayers, Social Media Manager, ITV.com

  1. Pingback: Social Media Influence: Social Media News & Intelligence » Google’s social media distress signal reverberates across corporate world

  2. Pingback: links for 2010-05-11 « Onlinejournalismtest's Blog

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