Social Media Marketing Manager

Job Description:

Reporting to the Senior Director of Content Strategy, the Social Media Marketing Manager works collaboratively to manage the university’s social media presence. In consultation with Communications and Public Affairs (C/PA) leadership, this individual sets the strategy and tone for the university’s social media accounts, executes on that strategy across official university accounts, and provides strategic, editorial, and technical social media support for academic and administrative offices across campus. The incumbent is responsible for the daily planning, creation, and publication of content for, and monitoring of, the university’s social media properties as well as evaluating and reporting on the effectiveness of social media in addressing the needs of the university’s internal and external audiences.

The Department of Communications and Public Affairs is committed to the development of an inclusive environment and we strive to advance diverse perspectives and approaches in carrying out the mission of Washington and Lee University.

Essential Functions:

• Works with C/PA leadership to develop and execute university-wide social media strategy and guidelines and collaborates with C/PA colleagues and key stakeholders across campus to strengthen the university’s brand by developing and delivering W&L’s messages to internal and external audiences through social media
  
  
• Creates, schedules and posts audience-centered social media content; monitors and responds to comments and private messages, escalating them as necessary; and analyzes engagement with an eye to increasing positive engagement across platforms
  
  
• Converts stories, press releases, and other content into social-friendly formats; attends events to feature on social media; collaborates with photographers, videographers, and graphic designers to develop multimedia content optimized for social media
  
  
• Hires, supervises, and directs W&L’s student social media team, which is tasked with creating a dynamic, multi-channel social media presence geared toward current students and young alumni; identifies opportunities for integration of student and news channel content, and mentors students in a professional communications setting
  
  
• Collaborates with C/PA colleagues on a comprehensive editorial calendar and manages the social media calendar to ensure the production of consistent, quality content while also being able to quickly adapt to accommodate breaking news or adjustments to strategy
  
  
• Partners with the Office of Admissions and Financial Aid to develop and execute both paid and unpaid social media campaigns targeting prospective students with the goal of improving the university’s applicant pool year-over-year
  
  
• Leads the Social Media Managers group, communicating the university’s social media strategy, sharing best practices, monitoring and sharing trends in social media, and supporting social media content creators across campus
  
  
• Analyzes data to evaluate success, inform decision-making, and make recommendations on content strategy
  
  
• Serves as a member of the C/PA content strategy group, participating in the development of story ideas and the strategic integration of key messages and institutional storytelling for all audiences
  
  
• Serves as on-call support for C/PA in emergency or crisis situations
  
  
• Additional related duties as assigned
  
  

Work Schedule: M-F, 8:30am - 4:30pm

Minimum Qualifications:

• Bachelor’s degree
  
  
• Demonstrated experience developing and implementing social media programs and strategies in a professional setting
  
  
• In-depth knowledge of marketing on social platforms, including Instagram, Facebook, Twitter, and LinkedIn, and a thorough understanding of the evolving social media landscape
  
  
• Exceptional writing skills and editorial judgment, an ability to help develop a distinct institutional voice, and a keen sense for developing and selecting visuals appropriate for institutional social media
  
  
• Understanding of and aptitude for interpreting social media analytics to inform strategy decisions
  
  
• Strategic and curious mind with an ability to see the big picture
  
  
• Resourceful with strong decision-making skills and high levels of integrity, accuracy, diplomacy, and discretion
  
  
• Strong communication skills, with the ability to clearly convey plans to internal and external stakeholders
  
  
• Ability to maintain a flexible schedule, including working occasional evenings and weekends, and to work on multiple projects simultaneously in a deadline-driven environment
  
  

Application Instructions: Review of applications will begin immediately and continue until the position is filled. Resume and cover letter are required. Upload both required documents to the Resume/CV upload section of the application. You will be asked to provide names and contact information for three professional references.

External Applicants: Application instructions for external applicants are located on the jobs.wlu.edu or here .

Current W&L Employees: Apply from your existing Workday account. Instructions are located at jobs.wlu.edu or here .

Position Type:

Exempt, Full Time, Benefit Eligible

Minimum Pay:

$57,045.00 - Pay Commensurate with Experience