Social Media Analyst - Performance

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Salary Range

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Flexible Working Options

Job Description Summary

Job Description

JOB TITLE: Social Media Analyst - Performance

SALARY: £61,344 - £68,130

LOCATIONS: Bristol, Birmingham, Halifax, Leeds and Edinburgh
HOURS: Full time

WORKING PATTERN: Our work style is hybrid, which involves spending at least two days per week, or 40% of our time, at one of our office sites.

Why this role exists

Social media is where customers, colleagues, policymakers, journalists and increasingly AI systems discover, interpret and share information about organisations.

In Group Corporate Affairs, insight shapes how we work. Performance data, audience behaviour, social listening and emerging trends help us understand what is landing, where risk is developing and how we can improve our content and channels.

We’re looking for a Social Media Analyst to play a central role in that work. You’ll combine strong analytical skills with social media expertise and an understanding of how platforms and technology are changing. Your insight will help the team stay ahead, make better decisions and continually improve how we work.

As digital discovery evolves across social platforms, search engines and generative AI, you’ll help us understand how Lloyds Banking Group is found, represented and discussed in new environments. Your work will help shape our reputation and communications strategy.

The opportunity

Group Corporate Affairs (GCA) is an award-winning team providing the insight, counsel and challenge the Group needs to deliver its strategic objectives. We deliver high-quality communications for key audiences, helping Lloyds Banking Group be recognised for Helping Britain Prosper.

This is a specialist role at the heart of our social media operation. You’ll provide timely insight into content performance, audience behaviour, platform developments and emerging conversations, helping colleagues turn data into better decisions.

Performance is central to how the team improves. Analytics already shapes how we plan, create, test and learn. You’ll strengthen that approach while bringing a broader view of what is changing across social media and what it means for GCA.

Working closely with another analyst and colleagues across Social, Digital, Media Relations and the wider Group, you’ll also help safeguard Lloyds Banking Group through effective monitoring, alerting and escalation. You’ll use social media analytics tools to their full potential, looking beyond standard functionality and keeping pace with new developments.

What you’ll do

Performance, insight and improvement

• Own reporting across LinkedIn, TikTok, YouTube and Instagram, turning organic and paid performance into clear insight, recommendations and action.

• Develop Power BI reporting and use historical data to benchmark performance, identify patterns and highlight where to focus next.

• Partner with social media managers and creative colleagues from the start, using evidence to shape content, formats, distribution and testing.

• Build a strong test-and-learn culture, sharing findings clearly and confidently with colleagues and senior collaborators.

Social expertise and horizon scanning

• Stay ahead of changes in platforms, algorithms, audiences, competitors and culture, identifying what matters most for GCA.

• Track emerging formats, features and measurement approaches and test their relevance for corporate communications.

• Bring insight into content reviews and planning, combining performance evidence with creative and editorial judgement.

Monitoring, escalation and reputation

• Partner with the team’s other analyst to maintain effective social listening, monitoring, alerts and escalation across priority topics and reputational risks.

• Spot emerging issues, misinformation and unusual patterns, making sure the right colleagues are informed quickly and proportionately.

• Develop searches, Boolean queries, dashboards, alerts and escalation frameworks that improve the accuracy and speed of monitoring.

• Support live issues and major announcements with timely analysis, working across GCA and relevant Group teams.

Tools, data and future capability

• Build deep expertise in social analytics and listening tools such as Brandwatch, Meltwater and Sprinklr, maximising their value while identifying gaps and limitations.

• Stay ahead of developments in AI, automation and technology, identifying opportunities to improve insight, efficiency and control.

• Maintain strong data and dashboard governance, working with suppliers and internal partners to resolve issues and improve capability.

• Explore the connection between social, search, GEO and generative AI, using AI responsibly alongside strong human judgement and validation.

Why join us?

We’re transforming at pace. Investing billions in our people, data and tech to change the way we meet the needs of our 28 million customers. We’re growing, and we’d love you to be part of the journey.

What we’re looking for

• Experience in social media analytics, insight and listening, ideally within a large or complex organisation.

• Strong understanding of social platforms, audiences, content performance and the wider social landscape.

• Experience using Brandwatch or similar listening tools, alongside Power BI or equivalent, including dashboards, queries, alerts and reporting.

• The ability to turn quantitative and qualitative data into clear, practical recommendations that improve content, channels and decision-making.

• Good judgement around monitoring, escalation and reputational risk, with close attention to data quality and detail.

• Curiosity about changes in platforms, technology and culture, including GEO, digital discoverability and generative AI.

• Experience using AI responsibly to improve efficiency and creativity.

• Clear, confident and collaborative communication skills, with the ability to share insight with different audiences and work calmly in fast-moving situations.

This is a place for you

Our ambition is to be the leading UK business for diversity, equity and inclusion supporting our customers, colleagues and communities, and we’re committed to creating an environment in which everyone can thrive, learn and develop.

We were one of the first major organisations to set goals on diversity in senior roles, create a menopause health package, and a dedicated Working with Cancer Initiative.

We offer reasonable workplace adjustments for colleagues with disabilities, including flexibility in office attendance, location and working patterns. And, as a Disability Confident Leader, we guarantee interviews for a fair and proportionate number of applicants who meet the minimum criteria for the role with a disability, long-term health or neurodivergent condition through the Disability Confident Scheme.

We provide reasonable adjustments throughout the recruitment process to reduce or remove barriers. Just let us know what you need.

We also offer a wide-ranging benefits package, including:

• A generous pension contribution of up to 15%

• An annual performance-related bonus

• Share schemes, including free shares

• Benefits you can adapt to your lifestyle, such as discounted shopping

• 30 days’ holiday, with bank holidays on top

• Wellbeing initiatives and generous parental leave policies

Ready to do the best work of your career? Apply today!

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At Lloyds Banking Group, we're driven by a clear purpose; to help Britain prosper. Across the Group, our colleagues are focused on making a difference to customers, businesses and communities. With us you'll have a key role to play in shaping the financial services of the future, whilst the scale and reach of our Group means you'll have many opportunities to learn, grow and develop.

We keep your data safe. So, we'll only ever ask you to provide confidential or sensitive information once you have formally been invited along to an interview or accepted a verbal offer to join us which is when we run our background checks. We'll always explain what we need and why, with any request coming from a trusted Lloyds Banking Group person.

We're focused on creating a values-led culture and are committed to building a workforce which reflects the diversity of the customers and communities we serve. Together we’re building a truly inclusive workplace where all of our colleagues have the opportunity to make a real difference.