Social Media Manager
Date: February 3, 2021
Title: Social Media Manager
Description: The Social Media Manager oversees the operational planning, establishment, execution and evaluation of ongoing and sustainable social media communications. The manager produces relevant content for various social media sites for targeted audiences and provides leadership to staff and students who contribute content. The Social Media Manager ensures that all online venues are updated and maintained consistently to maintain the College’s positive online presence. The manager educates and trains the Hartwick community on proper use of social media and online communications and serves as the subject matter expert on social media.
The Social Media Manager is responsible for the day-to-day operation of Hartwick’s various social media profiles. In addition to monitoring and responding to posts, comments, messages, etc., this individual will be tasked with the creation of engaging multimedia content that will represent the College’s brand and promote participation and involvement. This position will require an in-depth awareness of activities on campus to both promote and cover various events.
With oversight from the Director of Digital Communications, builds and manages Hartwick’s social media profiles and presence, including Facebook, Instagram, Twitter, LinkedIn, and other social media platforms.Manages and creates daily content and updates content calendars for all social channels while maintaining brand consistency. Monitors, listens and engages in social media discussions about Hartwick, and moderates as needed. Connects with colleagues across campus to discover social media content and create subsequent still and moving images. Is available for evening and weekend work to capture campus life and beyond. o Completes other duties, as assigned. With assistance and direction from the Director of Digital Communications, manages paid social and digital advertising campaigns. Develop Messaging and Content that: Increases engagement and builds conversations around the College and our content with multiple audiences of prospective and current students, alumni, faculty and staff, parents and families, the media, government officials and others interested parties. Broadens Hartwick awareness by connecting audiences to content that speaks to their needs, in channels where they are present and engaged Motivates prospective students by highlighting Hartwick’s vibrant campus life, and using social media to support them through the process. Galvanizes internal audiences by celebrating them on Hartwick social media channels and creates alumni ambassadors by using social media as a way to keep them connected. Implements social media strategy with appropriate metrics that is part of the annual digital marketing plan for Hartwick College. Conveys ROI by showing engagement and referrals to the website. Evaluates social media analytics and generates reports to drive continuous improvement, track growth and engagement With oversight from the Digital Communications Director,—Supervisory Hires, supervises, mentors, and edits work of student interns and/or student volunteers who will help produce content. Creates and manages the cross-campus social media user group. Develops and shares Social Media expertise Follows trends in social media to stay current on changes and new approaches. Evaluates new platforms and determines viability for use. Serves as a social media advisor for campus. Collaborate and Support Hartwick Departments, Key Stakeholders and Initiatives with direction from Director of Digital Communications. Supports College-wide Crisis Communications via social media platforms. o Collaborates with Enrollment Management and Marketing colleagues to produce recruitment centric communications and posts. Collaborates with College Advancement and Marketing colleagues to produce donor and alumni centric communications and posts. Collaborates with colleagues to support FlightPath and related web platforms. Participate in major campus events, including Welcome Weekend, True Blue Weekend, and Commencement Weekend.Comply with all applicable College, Federal, State, local and associational regulations.As a representative of the College, expected to comport themselves in a professional manner at all times, both on and off campus.
Qualifications: The minimum requirement for this position is experience coordinating social media for commercial, industrial and/or higher education entities. A bachelor’s degree in a related field from an accredited college or university is preferred, as is experience working in digital and social media for higher education and private industry. Experience working in complex organizations.
- Expert knowledge of established social media platforms (Facebook, Twitter, YouTube, Instagram, Snapchat, LinkedIn, etc.) and emerging social media channels. An ability to engage a variety of audiences. A strong understanding of Facebook's business and ad manager platforms. A strong understanding of the difference between organic and paid social activity, and how to leverage them. Experience in capturing and making analytics actionable. Experience in social media paid advertising and beyond. Self-starter and creative, innovative thinker who can contribute out-of-the-box ideas and strategies. Excellent writing and editing skills with an ability to adapt voice and tone to varying audiences. Must show flexibility in writing styles, including professional voice and creative approach to social media content. Proven professional experience managing multiple social media sites and communities for higher education, business, political or other clients with measurable success. Exceptional communication skills, verbal, written and visual. Strong skills in Adobe Photoshop. Basic web design experience with HTML and CSS. Experience working with WordPress.Strong photography skills with the ability to use DSLR cameras. Strong skills with shooting digital video and editing using Adobe Premiere. Wordpress and email campaign platforms
- A cover letter;A resume; A Diversity Statement that addresses how your past and/or potential contributions to diversity will support Hartwick College’s Diversity Statement (https://www.hartwick.edu/campus-life/intercultural-affairs/diversity-at-hartwick/); andThe names and contact information for three references, with annotation regarding how the reference is related to you and your work (at least one of your references must be from a current and/or previous supervisor).