Social Media Manager (Communications and Marketing Professional 2 - MR10)
Communications and Marketing
University of Tennessee, Chattanooga
As a member of the University's Communication, Marketing and Creative teams, the Social Media Manager plays a key role in building and supporting UTC's online reputation and advancing the University's strategic goals, priorities, and messages.
The Social Media Manager leads strategy development, planning, content creation, implementation, and assessment for UTC's official, University-level social media accounts.
In addition, the Social Media Manager serves as a leader and advisor to campus colleagues responsible for maintaining social media accounts for individual UTC departments, colleges, or organizations. This leadership/management function involves offering support, guidance, direction and establishing content and style standards applicable to social media accounts for all other UTC entities.
The work is fast-paced and the management function encompasses the entirety of the University's central, official social media communication and marketing; as well as providing leadership to and engaging in effective decision-making in collaboration with social media communicators across campus.
Duties and Responsibilities:
- Administrative/strategic oversight of official UTC accounts on various social media platforms
- Develop an annual strategy for social media with relevant metrics/key performance indicators
- Establish metric baselines and monitor performance to analyze and track impact and effectiveness of efforts
- Plan, develop, and manage execution of social media communication and marketing campaigns, including arranging or creating photo and video content for multiple platforms, working with graphics and graphic designers, and conveying institutional messages through clear and creative writing
- Select, train, and supervise a diverse team of student staff responsible for curating and creating social media content based on Division of Communications and Marketing goals
- Make important, appropriate decisions daily together with a team of students and contributors on content development, sharing external content, engaging in dialogue with stakeholders, answering questions and resolving concerns
- Provide centralized oversight of all social media accounts for any UTC entity, communicating standards and resources to ensure compliance
- Engage social media account managers throughout the University in professional collaboration based on shared responsibility for enhancing the UTC brand through periodic planning workshops, training sessions and ongoing professional development toward cohesion and compliance with social media style and graphic standards that best reflect on the University
- Ensure social media content appropriately reflects University voice/tone and adheres to established UTC graphic and branding standards
- Maintain a digital content calendar to strategically promote University events, initiatives, and achievements
- Create, schedule, and curate relevant, high-quality social content in support of strategic communication and marketing goals
- Collect, assemble, analyze, and apply assessment and statistical data for marketing purposes
- Prepare progress reports on content performance according to established metrics/KPIs
- Monitor and respond to UTC stakeholders on social media, consulting with leadership as appropriate for response to sensitive topics
- Advise, support, and facilitate creation and delivery of social media marketing plans, fliers, and graphics requested by campus units and in compliance with university graphic and content standards established and maintained by the Division of Communications and Marketing
- Support crisis communication/issue management as a member of the Division of Communications and Marketing's emergency response team when activated, sharing emergency notifications, and participating in university crisis/emergency management training exercises
- Prepare and deliver unit workshops and one-on-one training on request in social media best practices and UTC social media, graphic, and brand standards for campus units
- Participate as needed in student recruitment planning and events, University events, and unit public relations or marketing events and activities
- Work outside of standard business hours and on weekends as needed
The ideal candidate will possess the following:
Knowledge of:
- Social media platforms, their audiences, and styles and types of content best suited to individual platforms
- Emerging trends in social media communication and strategy
- Social media management for an institution or brand
- Importance to a brand or institution of adhering consistently to graphic, editorial and brand standards
Skills:
- Planning, developing, organizing, and allocating resources involved in social media communication and marketing campaigns
- Excellent writing and oral communication including proofreading and presentation
Ability to:
- Manage multiple, simultaneous complex projects
- Plan and present well-organized, informational workshops or training sessions to peers on social media trends, best practices, and effectiveness
- Be flexible and adapt to unforeseen but necessary changes in plans or priorities
- Practice sound judgment and make important decisions independently
- Exercise discretion in handling sensitive information
- Work effectively under time pressure and on deadline
- Adhere to brand, editorial and social media standards
- Adapt written news or feature content for social media use
- Work after hours and on weekends as needed
- Contribute to a collegial, collaborative, respectful work environment
Review of applications will begin October 31, 2022 and continue until the position is filled. Applications received by this date will receive priority consideration.
Minimum Qualifications:
- Bachelor's degree in communication, marketing, journalism, creative writing, English or related field
- Two years' experience in a social media, communication, writing or marketing role
- Demonstrable writing, editing, written web content creation or proofreading experience
- Experience and proficiency in social media content creation (including video production), scheduling and analytics
Preferred Qualifications:
- Master's degree in communication, marketing, journalism, creative writing, English or related field
- Two years' experience managing multiple social media platforms for a brand
- Experience working in higher education
- Experience developing and evaluating outcomes of long-term social media strategy plans
- Experience using HootSuite, Sprout Social, LinkTree and/or other social media management tools
- Experience with rapid response crisis communication
- Experience performing ongoing keyword discovery, expansion, and optimization
- Video storytelling experience
The University of Tennessee Chattanooga is an EEO/AA/Title VI/Title IX/Section 504/ADA/ADEA institution. All qualified applicants will receive equal consideration for employment and will not be discriminated against on the basis of race, color, national origin, religion, sex, pregnancy, marital status, sexual orientation, gender identity, age, physical or mental disability, or protected veteran status.
