Social Media Specialist, Office of Communications and Marketing

University of Delaware

Equal Employment Opportunity Statement

The University of Delaware is an Equal Opportunity Employer which encourages applications from Minority Group Members, Women, Individuals with Disabilities and Veterans. The University's Notice of Non-Discrimination can be found at http://www.udel.edu/aboutus/legalnotices.html


Job No: 496869
Work Type: Staff
Location: Newark
Categories: Communications & Public Relations, Full Time


Grade: 30E

Context of the Job:

The Office of Communications & Marketing (OCM) has a University-wide responsibility for communications among multiple stakeholders, both internally (faculty, staff, and students), as well as externally to prospective students, alumni, parents, and other special constituent groups beyond the campus, including print, broadcast, social and digital media. OCM serves as the major strategic communications leader and dissemination point for information about the University.

Under the general direction of the Director of Digital Communications, the Social Media Specialist is primarily responsible for the management of the University's main social media accounts, which reach an audience of nearly 10 million followers monthly. Through contributing to the development and execution of the team's social media strategy, the Social Media Specialist will create unique and original content to bring the UD experience to life in the digital medium. In addition, this role will actively coordinate organic and paid social media campaigns across the campus to drive website traffic, conversions and support the University's mission for influence and impact. The Social Media Specialist will also be responsible for supporting the University's crisis management plan through monitoring and response, as well as regularly auditing brand channels and audience engagement. The specialist will also research emerging platforms, tools, digital trends, and engagement opportunities while advising the Director of Digital Communications on opportunities to further meet department objectives and deliver results. This position will also play an integral role in developing social media workshops to train University colleagues, creating other presentations and reports as needed.

A large portion of the Social Media Specialist's responsibilities will be implementing paid social media campaigns on main brand channels for University-wide initiatives as well as for other various units at UD. Following a carefully crafted plan with a set goal, audience, timeline, and budget - crafted in collaboration with the Director of Digital Communications, the Social Media Specialist will execute the plan by building the target audience, coordinating the implementation of assets, setting the live window and reporting on the results.

In addition to creating and curating content for the main brand social media channels, the Social Media Specialist assists with the management of the University Social Media Ambassadors program - coordinating monthly meetings, monitoring the 130+ Twitter and Instagram accounts, identifying unique first-person stories to showcase the UD student experience. In this role, the Social Media Specialist also coordinates assignment sheets for content, campaigns, and events to follow the strategy approved by the Digital Marketing Manager.

With a focus on amplification of digital content, the Social Media Specialist will also coordinate with other teams within OCM - including editorial, media relations, design, video, photography, and research communications - for planning, content development, and omnimedia distribution.

Major Responsibilities:

• Assist with the strategic development, management, engagement, and content creation of the University's presence on social media platforms including, but not limited to Instagram, Facebook, Twitter, YouTube, LinkedIn, and Pinterest.
• Plan and execute paid social media campaigns across multiple platforms, including Instagram, LinkedIn, Facebook, YouTube, Google, Snapchat, TikTok and other emerging channels.
• Manage social media content calendar as well as create plans and content for key University events - Commencement, Welcome Days, etc. - including executing contests, curating user-generated content, and real-time coverage.
• Monitor UD social media accounts, implementing crisis management best practices, compiling reports on major brand moments/events, and advising on future opportunities from those insights.
• Direct inquiries to the appropriate unit and provide answers/guidance to audience posts and questions, specifically but not limited to Facebook, Instagram, and Twitter.
• Assist with the management of the University Social Media Ambassadors by assigning projects to students as well as coverage for stories and events; developing, curating, and filtering content; and coordinating monthly meetings and training sessions as well as working with the Director of Digital Communications to organize volunteers for events, initiatives and other activities utilizing the main brand social media accounts.
• Advise administrative units and colleges on how to create a social media strategy in-line with the University's standards and policies. Assist units with social media onboarding, including but not limited to setting up Hootsuite access and monitoring dashboard, providing framework for social media content planning, and coordinating with OCM for campaigns and amplification.
• Research emerging platforms to advise the Director of Digital Communications on potential strategies and best practices for implementation University-wide.
• Ensure that all materials meet established University standards of appearance, content, and style.
• Prepare, edit, format, and write online pieces that relate to digital content curation, including articles, UDaily stories and announcements.
• Lead or assist with special digital projects coordinated by the Office of Communications and Marketing, as needed.
• Ability to work extended hours beyond the typical business day, nights, and weekends throughout the academic year, when required.
• Perform miscellaneous job-related duties as assigned.

Qualifications:

• Bachelor's degree and four years of related experience, or equivalent combination of education and experience. Degree in Marketing, English, Journalism or Communications preferred.
• Experience executing paid social media campaigns, preferably for the Gen Z audience.
• Well-versed in utilizing social media management tools (preferably Hootsuite Enterprise).
• Familiarity working with a variety of social media platforms as well as other digital creation and distribution tools that go beyond social media.
• Ability to evaluate and edit the content, structure, and format of a range of digital material spanning text and multimedia.
• Knowledge of editorial and ethical standards for the research and development of journalistic articles and/or presentations.
• Experience managing, coordinating, and motivating interns, volunteers and/or students.
• Ability to handle multiple projects simultaneously.
• Ability to work well under tight deadlines.
• Knowledge of University policies and procedures and faculty resources preferred.
• Skill in the use of personal computers and related software applications, including Photoshop, PowerPoint, Word, Excel, and the Google Drive suite.
• Ability to work effectively, manage expectations and interact with a wide range of constituencies in a diverse community.

Special Requirements:

• Ability to work extended hours beyond the typical business day, nights, and weekends throughout the academic year, when required.

Notice of Non-Discrimination, Equal Opportunity and Affirmative Action
The University of Delaware does not discriminate against any person on the basis of race, color, national origin, sex, gender identity or expression, sexual orientation, genetic information, marital status, disability, religion, age, veteran status or any other characteristic protected by applicable law in its employment, educational programs and activities, admissions policies, and scholarship and loan programs as required by Title IX of the Educational Amendments of 1972, the Americans with Disabilities Act of 1990, Section 504 of the Rehabilitation Act of 1973, Title VII of the Civil Rights Act of 1964, and other applicable statutes and University policies. The University of Delaware also prohibits unlawful harassment including sexual harassment and sexual violence.

Applications close:

PI154005068