Social Media Manager

Job Title: Social Media Manager
Location: Richmond, VA
Job Type :Full-Time with Benefits,Exempt, Salaried
Department: Digital Content
Hiring Salary: $65,000- $68,000

VPM is dedicated to informing, inspiring, and connecting our community. Beyond broadcasting, our physical spaces serve as hubs for storytelling, civic dialogue, creativity, and public connection. We connect people across Central Virginia and the Shenandoah Valley to insightful programming in arts and culture, history, science, news, and education.

We are currently looking for acreative, strategic, and audience-focused Social Media Manager to lead VPM’s presence across social media and help grow and deepen our relationships with audiences. This position will oversee the strategy, planning, publishing, and day-to-day management of VPM’s social platforms, working closely with teams across content, news, marketing, development, education, and community engagement.

The Social Media Manager will helpdeterminehow VPM’scontentand storytelling are translated for social audiences, while also developing original, platform-specific content designed to reach new and more diverse audiences. The position will manage VPM’s social content calendar,establishplatform best practices, track performance and audience trends, and use data to improve our social strategy.

This role requires someone who understands that social media is not simply a promotional channel but an increasinglyimportant placewhere audiences discover, consume, share, and engage with content. The ideal candidate isequallycomfortable developing strategy, creating compelling content, analyzing performance, experimenting with emerging platforms and tools, and collaborating with creative teams throughout the organization.

As an independent, non-profit service, we believe attracting andretainingdiverse staff is crucial to serving our community and fulfilling our mission to create and serve a more informed public,

Responsibilities

• Develops and leads VPM’s overall social media strategy,establishinggoals for audience growth, engagement, reach, and impact across platforms
• Manages VPM’s day-to-day presence across social platforms, including Facebook, Instagram, TikTok, LinkedIn, and emergingdigitalsocial mediaplatforms
• Develops and manages an organization-wide social content calendar in collaboration with news, content, marketing, development, education, and community engagement teams
• Creates, edits, publishes, andoptimizesplatform-specific content, including short-form video, photography, graphics, written posts, and other digital storytelling formats, t raveling to different sites as needed
• Identifiesopportunities to transform VPM’s broadcast, digital, podcast, and event content into compelling social-first storytelling
• Monitors social conversations, audience feedback, trends, and emerging opportunities and recommends ways VPM can meaningfully participate
• Managesworkflows, processes, editorial standards, and best practices for social publishing across the organization
• Uses analytics and audience data to measure performance,identifytrends,establishbenchmarks, and provide regular reporting and actionable recommendations to stakeholders
• Develops strategies to increase engagement and build stronger relationships with VPM’s existing audiences whileidentifyingopportunities to reach audiences who may not currently engage with public media
• Collaborates withproduction, newsand development teams on paid and organic campaigns supporting VPM programming, membership, events, and organizational initiatives
• Experiments with emerging technologies, including AIand new content-creation tools, to improve workflows, increase creativity, and expand VPM’s ability to serve audiences while adhering to VPM’s editorial and ethical standards
• Maintains awareness of platform policies, copyright requirements, accessibility standards, misinformation concerns, and evolving best practices related to social media
• Helps manage social media coverage around VPM events, screenings, community initiatives, and live programming

MinimumSkills& Qualifications

• Three or more (4+)years of relevant experience managing social platforms and creating digital content
• Demonstrated success developing and executing social media or digital audience strategies for a media, journalism, nonprofit, cultural, educational, or mission-driven organization.
• Strong understanding of major social and video platforms, including Instagram, Facebook, TikTok, LinkedIn, and YouTube, as well as an eagerness to understand and experiment with emerging platforms.
• Skills to create social-first content, particularly short-form video, and an understanding of how storytelling and audience behavior differ across platforms.
• Experience with social media management, publishing, analytics, and measurement tools.
• Strong understanding of audience analytics and the ability to translate data into actionable content and platform strategies.
• Experience with basic video editing, photography, graphic design, and other digital content-creation tools
• Curiosity about artificial intelligence and emerging technologies and an interest in using them responsibly to improve content creation, audience engagement, and workflow efficiency
• Strong editorial judgment and an understanding of the standards required whenrepresentinga trusted journalism and public media organization
• Ability to recognize compelling stories and translate longer-form content and programming into engaging digital and social experiences
• Ability to work collaboratively with producers, marketers, fundraisers, educators, and other creative professionals while also working independently and managing competing priorities
• Excellent written and verbal communication skills with a strong command of voice, tone, grammar, and concise digital writing
• Strong attention to detail, time management, organization, and the ability to respond effectively in a fast-moving media environment

PREFERRED SKILLS & QUALIFICATIONS

• Experience in journalism, public media, or another editorial environment is a plus
• Familiarity with Adobe Creative Cloud, Canva, YouTube Studio, and social publishing platforms is a plus

$65,000 / year

OUR PERKS & BENEFITS17 PTO days (based on tenure tiers)3 Floating Holidays12 Federally Observed HolidaysHybrid work scheduleCatastrophic LeaveBereavement LeaveOptions for medical, dental, vision, disability and life insuranceCompany-paid Basic Life and AD&D403b Retirement Plan w/ Match & 100% vesting from Date of HireOpportunities for learning and developmentRelevant educational and licensure reimbursement for qualified candidatesTransformative mental health employee assistance program (EAP)Gym memberships discountsAccess to our Micro Market, Terrace, and CaféParenting & Wellness Room AccessDedicated Parking Lot

OUR PERKS & BENEFITS

• 17 PTO days (based on tenure tiers)
• 3 Floating Holidays
• 12 Federally Observed Holidays
• Catastrophic Leave
• Options for medical, dental, vision,disabilityand life insurance
• Company-paid Basic Life and AD&D
• 403b Retirement Plan w/ Match & 100% vesting from Date of Hire
• Opportunities for learning and development
• Relevant educational and licensure reimbursement for qualified candidates
• Transformative mental health employeeassistanceprogram (EAP)
• Access to our Micro Market, Terrace, and Café
• Parenting & Wellness Room Access
• Dedicated Parking Lot

Key Responsibilities:

Responsibilities

• Develops and leads VPM’s overall social media strategy,establishinggoals for audience growth, engagement, reach, and impact across platforms
• Manages VPM’s day-to-day presence across social platforms, including Facebook, Instagram, TikTok, LinkedIn, and emergingdigitalsocial mediaplatforms
• Develops and manages an organization-wide social content calendar in collaboration with news, content, marketing, development, education, and community engagement teams
• Creates, edits, publishes, andoptimizesplatform-specific content, including short-form video, photography, graphics, written posts, and other digital storytelling formats, t raveling to different sites as needed
• Identifiesopportunities to transform VPM’s broadcast, digital, podcast, and event content into compelling social-first storytelling
• Monitors social conversations, audience feedback, trends, and emerging opportunities and recommends ways VPM can meaningfully participate
• Managesworkflows, processes, editorial standards, and best practices for social publishing across the organization
• Uses analytics and audience data to measure performance,identifytrends,establishbenchmarks, and provide regular reporting and actionable recommendations to stakeholders
• Develops strategies to increase engagement and build stronger relationships with VPM’s existing audiences whileidentifyingopportunities to reach audiences who may not currently engage with public media
• Collaborates withproduction, newsand development teams on paid and organic campaigns supporting VPM programming, membership, events, and organizational initiatives
• Experiments with emerging technologies, including AIand new content-creation tools, to improve workflows, increase creativity, and expand VPM’s ability to serve audiences while adhering to VPM’s editorial and ethical standards
• Maintains awareness of platform policies, copyright requirements, accessibility standards, misinformation concerns, and evolving best practices related to social media
• Helps manage social media coverage around VPM events, screenings, community initiatives, and live programming

Required Qualifications:

MinimumSkills& Qualifications

• Three or more (4+)years of relevant experience managing social platforms and creating digital content
• Demonstrated success developing and executing social media or digital audience strategies for a media, journalism, nonprofit, cultural, educational, or mission-driven organization.
• Strong understanding of major social and video platforms, including Instagram, Facebook, TikTok, LinkedIn, and YouTube, as well as an eagerness to understand and experiment with emerging platforms.
• Skills to create social-first content, particularly short-form video, and an understanding of how storytelling and audience behavior differ across platforms.
• Experience with social media management, publishing, analytics, and measurement tools.
• Strong understanding of audience analytics and the ability to translate data into actionable content and platform strategies.
• Experience with basic video editing, photography, graphic design, and other digital content-creation tools
• Curiosity about artificial intelligence and emerging technologies and an interest in using them responsibly to improve content creation, audience engagement, and workflow efficiency
• Strong editorial judgment and an understanding of the standards required whenrepresentinga trusted journalism and public media organization
• Ability to recognize compelling stories and translate longer-form content and programming into engaging digital and social experiences
• Ability to work collaboratively with producers, marketers, fundraisers, educators, and other creative professionals while also working independently and managing competing priorities
• Excellent written and verbal communication skills with a strong command of voice, tone, grammar, and concise digital writing
• Strong attention to detail, time management, organization, and the ability to respond effectively in a fast-moving media environment

PREFERRED SKILLS & QUALIFICATIONS

• Experience in journalism, public media, or another editorial environment is a plus
• Familiarity with Adobe Creative Cloud, Canva, YouTube Studio, and social publishing platforms is a plus

Job Classification:

Communication/Public Relations/Marketing