Social Media Manager
The Social Media Manager will advance the Boise State University brand by developing and executing best-in-class social media strategy, storytelling and community engagement. As a member of the Office of Communications and Marketing (OCM), this role leads the university's brand-level social media presence and works closely with teams across campus, including Admissions, Advancement, Athletics, Academic Affairs, Research, Student Affairs and more to build enterprise creative strategy across accounts and channels, and ensure alignment with OCM and university messaging and strategies. Under the direction of the Media Relations Director and in collaboration with the creative and strategic communications teams, the Social Media Manager is responsible for developing and capturing original content, managing and monitoring enterprise-level platforms, tracking analytics, identifying emerging trends and serving as a trusted voice with high visibility. This role will also supervise a social media producer and mentor other content creators across Boise State, to uphold consistency in voice, tone and brand integrity across all platforms. This position plays a pivotal role in shaping the university's social media presence, highlighting the vibrancy, excellence and innovation that define the Boise State experience.
Level Scope: Recognized subject matter expert who knows how to apply theory and put it into practice with in-depth understanding of the professional field with limited oversight from managers. Independently performs the full range of responsibilities within the function; requires deep job knowledge of areas typically obtained through higher education combined with experience. Manages large projects or processes and problems faced are difficult and often complex; analyzes problems/issues of diverse scope and determines solutions. May manage programs that include formulating strategies and administering policies, processes, and resources; functions with a high degree of autonomy. Influences others regarding policies, practices and procedures.
Essential Functions:
- Lead the development and execution of the universitys central social media strategy in alignment with brand and communication goals.
- Manage, create and schedule content across enterprise-level social media platforms.
- Build social media content from conception to completion that align to our brand-level annual plan, as well as the university strategic plan.
- Monitor platforms and community interactions, responding with discretion and professionalism.
- Maintain flexibility and positive attitude in a rapidly changing environment.
- Collaborate closely with a variety of stakeholders, both internally and externally, on all aspects of projects, including conducting meetings, building creative briefs, planning content, layout and publication of social media content, conducting live interviews, engaging in the editing process, meeting project milestones and deadlines, etc.
- Serve as the social media expert for Boise State University.
- Supervise one social media producer.
- Collaborate with creative and strategic communication teams to plan content that integrates brand photography, video and graphics.
- Serve as a strategic advisor to campus communicators on social media best practices.
- Manage a social media working group of campus content creators that meets regularly to build and discuss strategies and align work across accounts.
- Develop and share toolkits, resources and editorial guidance for campus users.
- Guide and mentor other social media contributors.
- Monitor trends in platform usage, higher education communications and audience behavior to inform strategy.
- Manage and maintain inventory of equipment.
- Complete business processes and administrative duties as needed, including travel, p-card reconciliation, all while staying within budget parameters.
- Monitor and report on platform analytics; translate insights into actionable recommendations.
- Coordinate paid campaigns in support of enrollment, events and brand initiatives.
- Maintain organized content archives and digital assets.
- Perform other duties as assigned.
Knowledge, Skills, Abilities:
Deep understanding of evolving social media platforms (including Instagram, Facebook, LinkedIn, X/Twitter, YouTube, etc.) and how to tailor content to platform, audience, and strategies. Strong photography, videography, writing, editing, and storytelling skills with the ability to create engaging content that reflects brand voice and values. Demonstrated ability to manage and grow large-scale social media accounts. Knowledge of building creative briefs that outline project deliverables, strategies and timelines.