Associate Director, Social Media Content
William & Mary, Williamsburg, VA, United States
Job Description Summary
Mission Statement: University Advancement creates the conditions for opportunity – human, financial & experiential – by garnering and stewarding the resources that advance William & Mary.
University Communications (UC) serves as William & Mary's central communications office, comprising three teams that support and promote the vision, mission, and values of the university. The Media Relations Team leads national media outreach and emergency communications. The Web Development & Strategy Team provides digital and web services. The Content & Strategy Team leads public relations strategy, storytelling, internal communications, and social media. UC coordinates closely with University Marketing and related groups.
Reporting to the Director of Social Media, the Associate Director for Social Media Content creates compelling written content for William & Mary's social media platforms, optimizes posts for visibility and engagement, and applies SEO best practices to improve discoverability. The role combines creative storytelling with data‑driven strategies to grow the university's digital audience.
The Associate Director writes engaging, on‑brand copy for LinkedIn, Instagram, YouTube, Facebook, Threads, Bluesky, and X; collaborates with designers and multimedia producers; researches and implements best practices for hashtags, timing, and formatting; monitors trends and algorithm changes; and ensures accessibility compliance through alt text, captions, and inclusive language.
SEO responsibilities include conducting keyword research to inform campaigns, optimizing social media content for search visibility, and collaborating with marketing and web teams to align with broader SEO goals. The position tracks performance using analytics and keyword tools, recommends improvements based on data, and contributes to monthly and campaign‑specific reports. Working with the Research and Analytics team, the Associate Director ensures accurate reporting of social media metrics.
The Associate Director helps foster a culture of belonging that provides opportunity for all people and perspectives.
Job Description Salary: up to $55,000–$60,000 commensurate with experience.
Required Qualifications
Demonstrated experience creating written content for social media in a professional or organizational setting.
Strong knowledge of social media platforms, trends, and audience engagement strategies.
Proficiency with social media management tools.
Exceptional written communication and editing skills.
Ability to collaborate effectively in a fast‑paced, deadline‑driven environment.
Preferred Qualifications
Familiarity with SEO principles and keyword research tools (e.g., Google Keyword Planner, SEMrush).
Ability to optimize content for YouTube and other video platforms.
Experience researching and reporting on social media performance and analytics.
Knowledge of accessibility standards for digital content.
Familiarity with higher education or mission‑driven organizations.
Conditions of Employment
This position may require working outside of normal business hours.
Position Duties Social Media Content (55%)
Execute social media best practices for managing and developing creative content for university-level platforms.
Research trends in social media technology and audience behavior to inform strategies for William & Mary's social media presence.
Ensure alignment with the university's content strategy and maintain consistency with brand and visual identity standards.
Develop messages across multiple platforms in compliance with the university's social media guidelines.
Serve as an on‑call representative for emergencies and other after‑hours needs on a rotating basis with other office members.
Content Optimization (35%)
Ensure William & Mary's social media content is optimized for success in both traditional search and emerging AI‑driven search environments.
Craft video, photo, and post descriptions using relevant keywords and phrases to improve discoverability for new and returning audiences.
Research and implement SEO best practices for social media, collaborating with external partners to align organic and paid efforts.
Project Management (5%)
Collaborate on projects and events with university partners, including University Marketing, University Events, Undergraduate Admission, Alumni Association, Tribe Athletics, and professional and graduate schools.
Participate as a member of multiple project teams.
Apply project management principles effectively.
Assist with project management as part of the University Communications social media team.
Social Media Analytics (5%)
Track and analyze social media performance metrics to inform William & Mary's engagement strategies and content development.
Assist in producing analytical reports for university stakeholders.
Legal Statements EEO is the Law. Applicants can learn more about William & Mary's status as an equal opportunity employer by viewing the "Know Your Rights" poster published by the U.S. Equal Employment Opportunity Commission: https://www.eeoc.gov/know-your-rights-workplace-discrimination-illegal.
Background Check: William & Mary conducts background investigations for applicants being considered for employment. Background investigations include reference checks, a criminal history record check, and, when appropriate, a financial (credit) report or driving history check.
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University Communications (UC) serves as William & Mary's central communications office, comprising three teams that support and promote the vision, mission, and values of the university. The Media Relations Team leads national media outreach and emergency communications. The Web Development & Strategy Team provides digital and web services. The Content & Strategy Team leads public relations strategy, storytelling, internal communications, and social media. UC coordinates closely with University Marketing and related groups.
Reporting to the Director of Social Media, the Associate Director for Social Media Content creates compelling written content for William & Mary's social media platforms, optimizes posts for visibility and engagement, and applies SEO best practices to improve discoverability. The role combines creative storytelling with data‑driven strategies to grow the university's digital audience.
The Associate Director writes engaging, on‑brand copy for LinkedIn, Instagram, YouTube, Facebook, Threads, Bluesky, and X; collaborates with designers and multimedia producers; researches and implements best practices for hashtags, timing, and formatting; monitors trends and algorithm changes; and ensures accessibility compliance through alt text, captions, and inclusive language.
SEO responsibilities include conducting keyword research to inform campaigns, optimizing social media content for search visibility, and collaborating with marketing and web teams to align with broader SEO goals. The position tracks performance using analytics and keyword tools, recommends improvements based on data, and contributes to monthly and campaign‑specific reports. Working with the Research and Analytics team, the Associate Director ensures accurate reporting of social media metrics.
The Associate Director helps foster a culture of belonging that provides opportunity for all people and perspectives.
Job Description Salary: up to $55,000–$60,000 commensurate with experience.
Required Qualifications
Demonstrated experience creating written content for social media in a professional or organizational setting.
Strong knowledge of social media platforms, trends, and audience engagement strategies.
Proficiency with social media management tools.
Exceptional written communication and editing skills.
Ability to collaborate effectively in a fast‑paced, deadline‑driven environment.
Preferred Qualifications
Familiarity with SEO principles and keyword research tools (e.g., Google Keyword Planner, SEMrush).
Ability to optimize content for YouTube and other video platforms.
Experience researching and reporting on social media performance and analytics.
Knowledge of accessibility standards for digital content.
Familiarity with higher education or mission‑driven organizations.
Conditions of Employment
This position may require working outside of normal business hours.
Position Duties Social Media Content (55%)
Execute social media best practices for managing and developing creative content for university-level platforms.
Research trends in social media technology and audience behavior to inform strategies for William & Mary's social media presence.
Ensure alignment with the university's content strategy and maintain consistency with brand and visual identity standards.
Develop messages across multiple platforms in compliance with the university's social media guidelines.
Serve as an on‑call representative for emergencies and other after‑hours needs on a rotating basis with other office members.
Content Optimization (35%)
Ensure William & Mary's social media content is optimized for success in both traditional search and emerging AI‑driven search environments.
Craft video, photo, and post descriptions using relevant keywords and phrases to improve discoverability for new and returning audiences.
Research and implement SEO best practices for social media, collaborating with external partners to align organic and paid efforts.
Project Management (5%)
Collaborate on projects and events with university partners, including University Marketing, University Events, Undergraduate Admission, Alumni Association, Tribe Athletics, and professional and graduate schools.
Participate as a member of multiple project teams.
Apply project management principles effectively.
Assist with project management as part of the University Communications social media team.
Social Media Analytics (5%)
Track and analyze social media performance metrics to inform William & Mary's engagement strategies and content development.
Assist in producing analytical reports for university stakeholders.
Legal Statements EEO is the Law. Applicants can learn more about William & Mary's status as an equal opportunity employer by viewing the "Know Your Rights" poster published by the U.S. Equal Employment Opportunity Commission: https://www.eeoc.gov/know-your-rights-workplace-discrimination-illegal.
Background Check: William & Mary conducts background investigations for applicants being considered for employment. Background investigations include reference checks, a criminal history record check, and, when appropriate, a financial (credit) report or driving history check.
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