Reporting to the Senior Director of Content Strategy, the Social Media Marketing Manager works collaboratively to manage the university’s social media presence. In consultation with Communications and Public Affairs (C/PA) leadership, this individual sets the strategy and tone for the university’s social media accounts, executes on that strategy across official university accounts, and provides strategic, editorial, and technical social media support for academic and administrative offices across campus. The incumbent is responsible for the daily planning, creation, and publication of content for, and monitoring of, the university’s social media properties as well as evaluating and reporting on the effectiveness of social media in addressing the needs of the university’s internal and external audiences.
The Department of Communications and Public Affairs is committed to the development of an inclusive environment and we strive to advance diverse perspectives and approaches in carrying out the mission of Washington and Lee University.
Works with C/PA leadership to develop and execute university-wide social media strategy and guidelines and collaborates with C/PA colleagues and key stakeholders across campus to strengthen the university’s brand by developing and delivering W&L’s messages to internal and external audiences through social media
Creates, schedules and posts audience-centered social media content; monitors and responds to comments and private messages, escalating them as necessary; and analyzes engagement with an eye to increasing positive engagement across platforms
Converts stories, press releases, and other content into social-friendly formats; attends events to feature on social media; collaborates with photographers, videographers, and graphic designers to develop multimedia content optimized for social media
Hires, supervises, and directs W&L’s student social media team, which is tasked with creating a dynamic, multi-channel social media presence geared toward current students and young alumni; identifies opportunities for integration of student and news channel content, and mentors students in a professional communications setting
Collaborates with C/PA colleagues on a comprehensive editorial calendar and manages the social media calendar to ensure the production of consistent, quality content while also being able to quickly adapt to accommodate breaking news or adjustments to strategy
Partners with the Office of Admissions and Financial Aid to develop and execute both paid and unpaid social media campaigns targeting prospective students with the goal of improving the university’s applicant pool year-over-year
Leads the Social Media Managers group, communicating the university’s social media strategy, sharing best practices, monitoring and sharing trends in social media, and supporting social media content creators across campus
Analyzes data to evaluate success, inform decision-making, and make recommendations on content strategy
Serves as a member of the C/PA content strategy group, participating in the development of story ideas and the strategic integration of key messages and institutional storytelling for all audiences
Serves as on-call support for C/PA in emergency or crisis situations
Additional related duties as assigned
Work Schedule: M-F, 8:30am - 4:30pm
Demonstrated experience developing and implementing social media programs and strategies in a professional setting
In-depth knowledge of marketing on social platforms, including Instagram, Facebook, Twitter, and LinkedIn, and a thorough understanding of the evolving social media landscape
Exceptional writing skills and editorial judgment, an ability to help develop a distinct institutional voice, and a keen sense for developing and selecting visuals appropriate for institutional social media
Understanding of and aptitude for interpreting social media analytics to inform strategy decisions
Strategic and curious mind with an ability to see the big picture
Resourceful with strong decision-making skills and high levels of integrity, accuracy, diplomacy, and discretion
Strong communication skills, with the ability to clearly convey plans to internal and external stakeholders
Ability to maintain a flexible schedule, including working occasional evenings and weekends, and to work on multiple projects simultaneously in a deadline-driven environment
Application Instructions: Review of applications will begin immediately and continue until the position is filled. Resume and cover letter are required. Upload both required documents to the Resume/CV upload section of the application. You will be asked to provide names and contact information for three professional references.
External Applicants: Application instructions for external applicants are located on the jobs.wlu.edu or here.
Current W&L Employees:Apply from your existing Workday account. Instructions are located at jobs.wlu.edu or here.
Washington and Lee is a top-ranked, private institution in Lexington, Virginia where we integrate the rigorous inquiry and critical thinking of a liberal arts curriculum with nationally accredited undergraduate programs in business and journalism, and a graduate School of Law. Our graduates, mentored by a faculty of teacher-scholars, are ready to make a meaningful impact wherever they go in the world.The campus is a national historical landmark, the city offers small-town charm, and the Allegheny and Blue Ridge Mountains provide unparalleled surroundings. Washington and Lee affirms that diverse perspectives and backgrounds enhance our community. We are committed to the recruitment, enrichment, and retention of students, faculty, and staff who embody many experiences, cultures, points of view, interests, and identities. As engaged citizens in a global and diverse society, we seek to advance a positive learning and working environment for all through open and substantive dialogue.Washington and Lee is an Equal Opportunity Employer. As such, we are interested in candidates who are committed to high standards of scholarship, performance and professionalism and to the development of a ...campus climate that supports equality and diversity in our faculty, staff and student body. Job description requirements are representative, but not all-inclusive of the knowledge, skill, and abilities needed to successfully perform this job. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform essential functions.