Social Media Specialist - Talent Development, Television & Radio

Position Overview
We are seeking a strategic and creative Social Media Specialist to help our television news and radio talent reach and engage modern audiences in authentic, platform-native ways. This role will focus on coaching on‑air talent and staff to create compelling vertical video content, strengthening personal brands, and optimizing news content for social platforms in ways that extend audience connection and support station growth.

This is a hands‑on leadership role requiring deep platform expertise, editorial judgment, and the ability to translate broadcast storytelling into engaging, high‑performing social experiences.

Essential Duties and Responsibilities
Talent Growth & Audience Engagement

Develop platform‑specific strategies to help on‑air talent expand reach, engagement, and audience growth across Facebook, TikTok, and Instagram

Identify trends, audience behaviors, and emerging formats to help talent create timely, visible, and engaging content

Analyze performance data and continuously refine content approaches based on insights and KPIs

Talent Content Creation & Optimization

Help teams reimagine broadcast news content for digital consumption, especially short‑form vertical video

Train and coach on‑air talent to create content with compelling hooks, captions, and visuals that drive engagement

Support consistent voice, tone, and editorial standards across talent and station social content

Talent Brand Development

Build and implement strategies to grow the social presence and personal brands of on‑air talent and station personalities

Collaborate with anchors, reporters, meteorologists, and radio personalities to develop authentic, platform‑native content

Identify opportunities for talent to connect with broader audiences and deepen audience loyalty

Training & Coaching

Train newsroom and radio staff, with an emphasis on on‑air talent, on best practices for social storytelling and vertical video creation

Provide ongoing coaching to help talent strengthen on‑camera authenticity, delivery, and audience engagement

Lead workshops, offer 1:1 feedback, and create resources to elevate overall social media fluency across teams

Talent Performance & Content Innovation

Track and report on key performance metrics, including reach, engagement, and audience growth, to guide talent content development

Experiment with new formats, tools, and storytelling approaches to help talent stay ahead of platform trends

Collaborate with newsroom and radio leadership to support talent‑driven social storytelling aligned with editorial priorities

What Success Looks Like:

Measurable growth in audience reach and engagement across platforms

Strong, recognizable personal brands for on‑air talent

Consistent production of high‑quality, scroll‑stopping vertical video content from talent and teams

A newsroom culture that embraces talent‑led, social‑first storytelling and incorporates it into daily workflows.

This role is ideal for someone who understands the urgency of television and radio news, the time constraints of on‑air talent, and the nuances of social media and who is energized by helping talent connect with audiences in authentic, effective ways.

Minimum Qualifications

Minimum 5 years of experience in broadcast, digital content, or social media strategy

Proven track record of driving social media growth and high‑performing content

Strong editorial judgment and understanding of news values, broadcast workflows, and storytelling

Experience creating and optimizing short‑form vertical video content

Ability to analyze data and translate insights into actionable content and coaching strategies

Excellent communication and coaching skills, with experience training, mentoring, or developing on‑air talent

Comfortable working in a fast‑paced, deadline‑driven newsroom environment

Deep expertise in Facebook, TikTok, and Instagram, including trends and best practices

Preferred Qualifications

Experience managing or coaching social accounts for media brands or public‑facing personalities

Familiarity with social media analytics, monetization, and publishing tools

Background in video editing and mobile‑first production workflows

Creative mindset with a strong understanding of audience engagement techniques

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