Senior Social Media Specialist

• Manage day-to-day execution of the University of Rochester's flagship social media channels • Translate institutional priorities, campaigns, research stories, enrollment priorities, and key initiatives into platform-specific content plans • Own and manage the social media editorial calendar • Produce platform-native content across text, photography, graphics, and short-form video • Write social media copy tailored to platform best practices and brand voice • Capture, edit, and publish photo and video content using mobile and desktop production tools • Create short-form video for Instagram, TikTok, LinkedIn, Facebook, and emerging channels • Adapt creative assets into social-first formats • Establish workflows, production processes, content standards, and quality-control measures • Lead social media activation and execution for major institutional campaigns • Coordinate organic, paid, creator, and community amplification efforts • Oversee publishing, channel health, account governance, and platform best practices • Monitor audience conversations, engagement trends, community sentiment, and emerging topics • Coordinate community management and response strategies for sensitive or high-profile issues • Monitor social media performance and audience behavior across platforms • Develop recurring performance reports and recommendations for leadership and stakeholders • Use social media management, listening, and analytics platforms to optimize performance • Stay current on platform updates, algorithm changes, and social media best practices • Perform other duties as assigned Requirements Bachelor's degree in communications, marketing, journalism, or a related field 5 years of relevant experience in social media strategy, content leadership, or digital marketing required Equivalent combination of education and experience accepted Experience developing and executing enterprise-level and flagship social media strategies for a complex organization preferred Strong editorial judgment and storytelling skills preferred Experience leading integrated social media campaigns across multiple stakeholder groups and business objectives preferred Experience managing social media during high-profile, sensitive, or reputation-impacting situations preferred Experience advising senior leaders and stakeholders on social media opportunities, risks, and best practices preferred Experience using social listening, competitive intelligence, and audience research preferred Experience developing content governance frameworks, workflows, and account and/or publishing standards preferred Experience in higher education, health care, research, or mission-driven organizations preferred Familiarity with brand-led, always-on social strategies preferred Understanding of platform best practices and emerging tools preferred Proficiency with Microsoft Office Suite, Marq, Sprout, Dunroe, Basecamp, and Google Data Studio preferred Ability to translate organizational priorities into long-term social media plans preferred Ability to evaluate emerging platforms and recommend institutional adoption strategies preferred Advanced proficiency in social media analytics, audience segmentation, and performance measurement preferred Ability to develop KPIs and reporting frameworks and translate analytics into strategic recommendations preferred Knowledge of social media accessibility, HIPAA compliance, and risk management preferred Experience monitoring social sentiment and identifying emerging reputational risks preferred Editorial leadership and content curation preferred Strong verbal, written, and interpersonal communication skills with proficiency in writing and editing social content preferred Core Competencies Demonstrates expertise in social media strategy and content leadership, with a strong focus on developing platform-specific content plans and managing social media performance. Proficient in utilizing analytics and audience research to inform strategic recommendations and enhance engagement across various channels. Highest-signal resume keywords Social Media Strategy Content Leadership Social Media Analytics Community Management Editorial Judgment Hard Skills Content Production Social Media Copywriting Video Editing Audience Segmentation KPI Development Soft Skills Verbal Communication Written Communication Interpersonal Skills Storytelling Skills Editorial Leadership Industry Keywords Higher Education Digital Marketing Content Governance Social Media Best Practices HIPAA Compliance Tools & Technologies Microsoft Office Suite Marq Sprout Dunroe Basecamp Google Data Studio #J-18808-Ljbffr