Assistant Director, Social Media Strategy
- Develop all social media plans for TU. Lead the day-to-day administration and management of Towson University’s official social media channels including, but not limited to Facebook, Twitter, Instagram, LinkedIn, Snapchat, and TikTok. Provide support for YouTube and Flickr. Monitor all data and engagement across channels to quantify results, report on trends, and anticipate changes to optimize and refine strategies. Create and share original, audience-centric posts with a focus on audience engagement. Use scheduling tools including Salesforce Social Studio to plan a content calendar with consideration for organic, paid, and user-generated content. Attend content meetings with communications strategists to stay abreast of stories being developed and all university news. Collaborate with marketing managers and agency-of-record to seamlessly integrate targeted marketing campaigns into appropriate paid content for prospective students. Utilize all available social listening tools to monitor and, if appropriate, respond to conversations and posts involving the university or any university community members across channels. Answer any private messages received promptly and inform the communications team of developing online conversations to evaluate audience sentiment and address specific individual issues or concerns proactively.Serve as a key member of TU’s crisis communications team, taking a lead role and responsibility for developing appropriate and timely responses on social media channels. Collaborate with communications, TU police, Office of Inclusion and Institutional Equity, university counsel, and other internal departments as needed to create accurate, thoughtful, and official social responses. Establish digital tools necessary to quickly respond to and support ongoing communication and updates during crises.Recruit and supervise a social media intern/ambassador, providing substantial duties and experiences to support the social media effort and provide an in-depth learning experience for the student.Develop social media best practices guidelines for TU to be followed across all divisions and departments. Serve as a consultant to other social media managers at the university to help ensure brand and message consistency. Advise on social account creation, web content that drives to social channels, and any other TU initiatives that include a social component.
- Bachelor's degreeThree years of professional work experienceMastery of social media administration tools including, but not limited to, Facebook Business Manager, Google Analytics, and Salesforce Social StudioDemonstrated experience developing content across many different social platformsKnowledge of current social media best practices and emerging social platformsStrong analytical skills and ability to interpret data and trendsA clear understanding of audiences, audience segmentation, and marketing/communications principlesExcellent written and verbal communication skills, especially with a clear and approachable toneAbility to think creatively and problem-solve independentlyProven leadership of social strategyCollaborative, team-oriented
- Experience in higher education or with a larger organization that has multiple social accountsExperience working in crisis communications
Organization: Marketing & Communications Division
Primary Location: Main Campus
Job Posting: Apr 1, 2021