Digital Content Specialist

Position Details

Position Title: Digital Content Specialist

Department: Communications Office, Institutional Advancement

Salary Range: $55,000 plus experience (DOE)

Overview
The Digital Content Specialist manages SUNY Cortland’s university-level social media presence and supports digital storytelling across institutional channels. Reporting to the Director of Communications, the role develops, publishes, and monitors content that advances the university’s brand, enrollment, engagement, and reputational goals. Responsibilities include managing the social media calendar, tracking platform performance, monitoring trends, and ensuring a consistent institutional voice. The position collaborates with campus social media partners and supports the university’s broader digital presence.

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Benefits

Predictable salary progressions and potential permanency

Generous benefits including health, dental, and vision insurance; retirement program options; paid family and parental leave; flexible spending and dependent care accounts; long‑term disability; and tuition reimbursement

Work‑life balance and well‑being initiatives; free use of the Student Life Center with family membership options

Professional development opportunities through training, continuing education, tuition reimbursement, and conference travel, where funded

Location in Cortland County offers access to arts, entertainment, outdoor recreation, and more; experience Cortland offers regional information

Social Media Management and Execution

Manage university social media channels, including posting, engagement, monitoring, and day‑to‑day operations

Respond to comments, messages, and inquiries in a timely and professional manner, or route to appropriate offices

Ensure adherence to institutional brand standards, tone, and social media guidelines

Coordinate content approvals and posting priorities with internal stakeholders

Maintain account access, organization, and basic platform administration

Digital Storytelling and Content Development

Develop original content concepts that support institutional storytelling and campaign goals

Create and edit platform‑specific content, including captions, graphics, and short‑form video

Capture content at campus events, programs, and key university moments

Adapt existing content (web, news, marketing materials) for social media use

Ensure content meets accessibility standards (captions, alt text) and aligns with best practices

Strategy, Calendar, and Campaign Alignment

Develop and manage a comprehensive social media calendar aligned with university priorities

Collaborate with campus partners to plan and support campaigns, initiatives, and key dates

Identify opportunities to amplify university messaging and cross‑promote content across channels

Contribute to content strategy discussions and recommend approaches based on audience and platform trends

Analytics, Reporting, and Optimization

Monitor and analyze social media performance using platform analytics and third‑party tools

Prepare regular reports summarizing key metrics, trends, and campaign performance

Use data insights to recommend adjustments to content strategy and posting practices

Track engagement, reach, audience growth, and conversion‑related metrics, as applicable

Social Listening and Reputation Monitoring

Monitor social media channels and external platforms for mentions of the university

Identify trends, emerging issues, and opportunities for engagement

Escalate sensitive or reputational concerns in accordance with communication protocols

Support timely and appropriate responses to public‑facing comments or issues as needed

Student Coordination and Campus Collaboration

Recruit, coordinate, and guide student content contributors or ambassadors

Provide direction on content themes, expectations, and brand standards

Collaborate with campus departments to support their social media efforts and align messaging

Offer guidance or best practices to campus social media account managers

Functional and Supervisory Relationships

Reports to: Director of Communications

Works closely with: Marketing and Communications staff, Creative Services, Admissions, Athletics, Advancement, Student Affairs, Academic Affairs, and other campus partners

Coordinates: Student social media street team, student content contributors, and/or interns, as assigned

Supports: University social media committee and campus social media account managers

Supervises: No direct full‑time staff supervision unless otherwise assigned

Required Qualifications

Bachelor’s degree in communications, marketing, journalism, public relations, digital media, or a related field, or equivalent combination of education and professional experience

Demonstrated experience managing social media accounts for an organization, brand, institution, agency, or professional setting

Strong writing, editing, and proofreading skills, with the ability to adapt tone and content for different platforms and audiences

Experience creating social media content, including short‑form video, graphics, photography, and/or written posts

Familiarity with major social media platforms and their content formats (e.g. Instagram, Facebook, LinkedIn, TikTok, YouTube, and emerging platforms)

Strong organizational skills and ability to manage multiple priorities, deadlines, and stakeholders

Experience aligning content with organizational goals or messaging

Preferred Qualifications

Experience working in higher education, nonprofit, public sector, or mission‑driven communications

Experience developing and managing social media calendars

Experience coordinating student workers, interns, ambassadors, or content contributors

Familiarity with social media management, scheduling, listening, and analytics tools

Experience with short‑form video production and editing for social platforms

Basic photography, graphic design, and/or mobile content creation skills

Experience supporting enrollment marketing, brand awareness, or campaign‑based communications

Familiarity with accessibility best practices for social media and digital content

Knowledge, Skills & Abilities

Strong understanding of social media strategy, platform trends, and audience engagement

Effective writing, editing, and judgment

Ability to interpret social media analytics and use data to inform content decisions

Ability to maintain a consistent and authentic institutional voice

Strong visual and digital storytelling skills, and attention to detail

Ability to translate institutional priorities into engaging, audience‑focused content

Comfort working in a fast‑paced, deadline‑driven environment

Strong collaboration skills and ability to work with students, faculty, staff, leadership, and campus partners

Ability to use analytics and social listening to guide decisions and improve performance

Sound judgment in managing public‑facing channels, including sensitive, urgent, or reputational issues

Understanding of brand consistency, accessibility, copyright, permissions, and appropriate use of user‑generated content

EEO Statement
SUNY Cortland is an AA/EEO/ADA employer and encourages applications from women, veterans, individuals with disabilities, and members of underrepresented groups.

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