I use social media marketing tools to create and maintain a company’s brand, working with marketing professionals to develop social media marketing campaigns. I interact with current and potential customers via the company’s social media account(s). I study social media trends and inform management of changes that are relevant to the company’s marketing activities. I also analyze the company’s social media strategy and identify strategic weaknesses and make suggestions for improvements. I set key performance indicators (KPIs) for social media campaigns, such as targets for a certain number of shares or likes, and measuring a campaign’s performance against the KPIs.