Assistant Director of Social Media & Digital Communities

Main Campus (Gainesville, FL)
Feb 18, 2021
Employment Type
Full Time
Institution Type
Four-Year Institution

Job no: 515816
Work type: Staff Full-Time
Location: Main Campus (Gainesville, FL)
Categories: Communications/Public Relations/Marketing, Executive/Director/Management
Department:50010000 - AD-VP ADVANCEMENT

Classification Title:

AST DIR, Communications

Job Description:

Reporting to the Senior Director of Digital Marketing & Engagement, the Assistant Director of Social Media & Digital Communities will help direct, create and implement strategic communications, marketing and engagement aimed at University of Florida Advancement (UFA) and the University of Florida Alumni Association’s (UFAA) social audiences. The Assistant Director will ensure a multichannel approach to distributing original content and leverage social channels and tools to engage UFA’s and UFAA’s diverse audiences. This position will serve as a collaborative resource with UFAA, ensuring effective communications between UFAA and the digital communications teams. The incumbent will employ the latest methods and trends to ensure UFA’s and UFAA’s digital engagement platforms remain at the leading edge.

Essential roles and responsibilities:

Social Media Content Development, Curation & Management

  • Develop original content and curate existing content to ensure a vibrant, rich and interactive social media presence for UF Advancement (UFA) and the UF Alumni Association (UFAA). Determine which social channels are most effective for specific messaging and audience.

  • Provide oversight and management of UFA’s and UFAA’s current and future social media accounts, including Facebook, Twitter, Instagram and other emerging platforms.

  • Ensure promotion of original UFA and UFAA content, particularly in the areas of fundraising, donor impact, engagement and stewardship.

  • In collaboration with the Executive Director of Strategic Communications and Senior Director of Digital Marketing & Engagement, develop an organization voice and ensure that voice is employed in all social content.

  • In collaboration with the Senior Director of Digital Marketing & Engagement, support fundraising, appeals and special projects by developing and executing social media campaigns.

  • Perform social listening to identify trends, gauge constituent sentiment, identify influencers and improve customer service.

  • Use social listening and comparative analysis to stay apprised of peer institutions’ social channels and ensure that UFA’s and UFAA’s channels remain at the leading edge of social communications and engagement.

  • Collaborate with the Senior Director of Digital Marketing & Engagement and the Director of Digital Communications to execute multichannel campaigns and constituent journeys.

  • Engage social media followers through post replies, retweets, direct messages and other customer service means.

  • Provide regular reports to the Senior Director of Digital Marketing & Engagement on social analytics. Based on collected analytics, make strategic and tactical recommendations to the Senior Director in support of comprehensive digital strategy.

  • Research standards, best practices, trends and breakthroughs in social media, communicating results to Strategic Communications leadership.

Web Content, Asset Creation & Management

  • Manage the day-to-day content management of the UFAA website, in collaboration with communications and Alumni Relations colleagues, including content posting, development, writing and editing.

  • In collaboration with strategic communications writers, post original story content on the UFA and/or UFAA websites in a timely manner, ensuring accurate presentation of style and brand.

  • Collaborate with the editor of Florida Gator Magazine to create digital versions of magazine features and other content as needed.

  • In coordination with the Web Designer, upload and manage digital assets for the UFA and UFAA websites, including original photography and other curated imagery.

  • Provide regular Web analytics reports on the UFAA website to the Senior Director of Digital Marketing & Engagement and the Director of Digital Communications.

  • Develop landing pages for UFAA signature events and initiatives. Coordinate page updates with the Web Developer/Programmer.

  • Manage the UFAA online calendar.

Other Online Communities Management

  • Oversee and manage the Gator Nation App mobile application.

  • Ensure that app content reflects the breadth and depth of UFA, including content about fundraising, impact, alumni, engagement, membership and stewardship.

  • Collaborate with Alumni Relations in managing the app’s push notification capabilities.

  • Provide regular reporting on the app to the Senior Director of Digital Marketing & Engagement.

  • Remain apprised of best practices and emerging platforms and techniques and make recommendations to UFA leadership on app enhancements, replacements and/or supplements.

  • Provide content oversight and management for other future online communities, including the forthcoming donor portal.

  • Provide supplemental support for other digital communications, marketing and engagement work

Expected Salary:

Salary commensurate with education and experience.

Minimum Requirements

Master’s degree in an appropriate area of specialization and two years of appropriate experience or a bachelor’s degree in appropriate areas of specialization and four years of relevant experience.

Valid Florida driver license

Preferred Qualifications:

The ideal candidate will possess:

  • Prior experience in alumni relations, development, or marketing/communications is strongly preferred.

  • Exceptional writing and editing skills.

  • Must be an outstanding communicator and possess excellent written and verbal communication skills; interpersonal skills; and the ability to work collegially and interact effectively with a diverse constituency.

  • A successful track record in a related profession – such as marketing, communications, non-profit management, development or membership work – combined with a strong affinity for the University of Florida and The Gator Nation – will also be given strong consideration.

  • Experience developing and executing social content, including shooting and editing social videos.

  • The ability to work strategically, develop and implement engagement programs and activities, along with a talent for motivating audiences.

  • The ability to communicate clearly and effectively with diverse constituencies, meet deadlines, be self-motivated, and work independently.

  • Accuracy, attention to detail, a customer service-oriented attitude and the ability to work in a complex organization are necessary for success in this position.

  • Ability to work both individually and collaboratively.

  • Competency in problem solving.

  • Effective time management and organizational skills that are essential for success in this position.

  • An appreciation for and support of diversity in the workplace in all its forms; proven success working with stakeholders; project management skills; experience in a data-driven environment; organizational skills; and the ability to lead, influence and motivate others are required.

  • Experience using Facebook Ads and social management platforms such as Hootesuite, Sprout Social, or Salesforce Social Studio.

  • The incumbent should be computer proficient in these areas: Windows, Microsoft Word, Microsoft Excel, Google Analytics, HTML. Experience using Web content management systems preferred.

Special Instructions to Applicants:

In order to be considered, you must upload your cover letter, resume, and three references.

Application must be submitted by 11:55 p.m. (ET) of the posting end date.

Health Assessment Required:


Advertised: 17 Feb 2021 Eastern Standard Time
Applications close: 10 Mar 2021 Eastern Standard Time