Social Media Manager - 500319

SUMMARY:

The Social Media Manager is responsible for the day-to-day execution of the University's social media strategy, combining social media savvy with expertise in content creation and integration to drive strong social engagement across the University's lead properties.

Reporting to the Director of Digital Engagement in University Communications, the social media manager helps to develop and implement a robust strategy to engage target audiences in the university's brand and strategic priorities. The position also employs analytics, social listening tools, and best practices to monitor sentiment toward the university across social media and to proactively identify reputational threats and opportunities.

RESPONSIBILITIES:

Social Media Management and Content Creation

• Develop and manage a comprehensive social media strategy for the university, focusing on both a cohesive vision as well as platform- and audience-specific plans
• Manage content planning, scheduling, and creation for our platforms (Instagram, Facebook, LinkedIn, Twitter, TikTok) to engage and grow our audiences
• Manage a team of student contributors producing content primarily for TikTok and Instagram, ensuring the content is both authentic to the student experience and supportive of the university's brand
• Create engaging, social-first content (independently and/or in collaboration with students, university photographer, and multimedia team) that strategically aligns with University communications and marketing goals
• Monitor social conversations using digital listening tools to conduct sentiment analysis, identify potential threats, assess and analyze the social climate around the university online, and continue to promote and protect the institution as part of crisis management
• Use social analytics tools and best practices to continually evolve and improve the university's social presence by monitoring, analyzing, reporting on, and acting on the appropriate social data/metrics and resulting insights
• Establish, track, and report on goals and KPIs for all channels, campaigns and tactics, and use those insights to continually evolve social strategy; research competitive benchmarks
• Collaborate closely with the digital and advertising teams to build, target and optimize audiences for university advertising efforts on social media
• Monitor, identify and communicate key social trends, including technology, tools, analytics, shifts in behavior, consumer sentiment, etc. to identify opportunities to proactively engage with our followers and potential followers

Content Integration and Support

• Collaborate closely with digital and editorial teams to evaluate content performance and evolve the divisional content strategy around key university priorities and audience-specific engagement objectives
• Collaborate with colleagues across the division and the university to strategically and intentionally integrate and cross-promote content that most effectively supports institutional objectives within the context and culture of the social space
• Maintain constant awareness of key strategic university initiatives and how social media can support those initiatives
• Provide editorial/content support to the ongoing web content management needs, advertising, and other digital content efforts of the team

Miscellaneous

• Participate in concept development and project critiques with the communications team
• Other duties as assigned

QUALIFICATIONS:

• Proven work experience in a lead role in social media
• Excellent understanding of current and evolving social media platforms and best practices
• Strong knowledge of Sprout Social, Hootsuite, or another social media planning, reporting, and listening tool
• Excellent ability to create effective content across social media audiences/platforms
• Excellent writing, editing, grammar, and proofreading skills, including strong knowledge of AP style
• Demonstrated experience with writing strategic, concise, and impactful copy for social platforms
• Strong attention to detail
• Working knowledge of web content management systems
• Experience with the principles of marketing communications
• Ability to think creatively and strategically
• Strong interpersonal skills
• Strong organizational skills
• Ability to handle multiple tasks simultaneously, coupled with the ability to set and recommend priorities
• Ability to handle quick turnaround times
• Demonstrated ability to take initiative
• Ability to work effectively both independently and as part of a team
• Ability to provide and receive constructive criticism in a productive manner

EDUCATION & EXPERIENCE:

• Four-year college degree in English, marketing, communications, journalism, or related field is required
• Three to five years of experience is preferred in social media, digital marketing, or a related field.
• Or equivalent combination of education and related work experience

WORK HOURS:

• Full-time, exempt position
• 8:30am - 5:00pm Monday-Friday, 7.75 hrs./day; 38.75 hrs./week; some nights/weekends

SALARY STRUCTURE:
Pay Grade 7 (Hiring Range $52,829.00 to $69,999.00 annually)