Senior Social Media Specialist

• Manage day-to-day execution of the University of Rochester's flagship social media channels

• Translate institutional priorities, campaigns, research stories, enrollment priorities, and key initiatives into platform-specific content plans

• Own and manage the social media editorial calendar

• Produce platform-native content across text, photography, graphics, and short-form video

• Write social media copy tailored to platform best practices and brand voice

• Capture, edit, and publish photo and video content using mobile and desktop production tools

• Create short-form video for Instagram, TikTok, LinkedIn, Facebook, and emerging channels

• Adapt creative assets into social-first formats

• Establish workflows, production processes, content standards, and quality-control measures

• Lead social media activation and execution for major institutional campaigns

• Coordinate organic, paid, creator, and community amplification efforts

• Oversee publishing, channel health, account governance, and platform best practices

• Monitor audience conversations, engagement trends, community sentiment, and emerging topics

• Coordinate community management and response strategies for sensitive or high-profile issues

• Monitor social media performance and audience behavior across platforms

• Develop recurring performance reports and recommendations for leadership and stakeholders

• Use social media management, listening, and analytics platforms to optimize performance

• Stay current on platform updates, algorithm changes, and social media best practices

• Perform other duties as assigned

Requirements

Bachelor's degree in communications, marketing, journalism, or a related field

5 years of relevant experience in social media strategy, content leadership, or digital marketing required

Equivalent combination of education and experience accepted

Experience developing and executing enterprise-level and flagship social media strategies for a complex organization preferred

Strong editorial judgment and storytelling skills preferred

Experience leading integrated social media campaigns across multiple stakeholder groups and business objectives preferred

Experience managing social media during high-profile, sensitive, or reputation-impacting situations preferred

Experience advising senior leaders and stakeholders on social media opportunities, risks, and best practices preferred

Experience using social listening, competitive intelligence, and audience research preferred

Experience developing content governance frameworks, workflows, and account and/or publishing standards preferred

Experience in higher education, health care, research, or mission-driven organizations preferred

Familiarity with brand-led, always-on social strategies preferred

Understanding of platform best practices and emerging tools preferred

Proficiency with Microsoft Office Suite, Marq, Sprout, Dunroe, Basecamp, and Google Data Studio preferred

Ability to translate organizational priorities into long-term social media plans preferred

Ability to evaluate emerging platforms and recommend institutional adoption strategies preferred

Advanced proficiency in social media analytics, audience segmentation, and performance measurement preferred

Ability to develop KPIs and reporting frameworks and translate analytics into strategic recommendations preferred

Knowledge of social media accessibility, HIPAA compliance, and risk management preferred

Experience monitoring social sentiment and identifying emerging reputational risks preferred

Editorial leadership and content curation preferred

Strong verbal, written, and interpersonal communication skills with proficiency in writing and editing social content preferred

Core Competencies
Demonstrates expertise in social media strategy and content leadership, with a strong focus on developing platform-specific content plans and managing social media performance. Proficient in utilizing analytics and audience research to inform strategic recommendations and enhance engagement across various channels.

Highest-signal resume keywords

Social Media Strategy

Content Leadership

Social Media Analytics

Community Management

Editorial Judgment

Hard Skills

Content Production

Social Media Copywriting

Video Editing

Audience Segmentation

KPI Development

Soft Skills

Verbal Communication

Written Communication

Interpersonal Skills

Storytelling Skills

Editorial Leadership

Industry Keywords

Higher Education

Digital Marketing

Content Governance

Social Media Best Practices

HIPAA Compliance

Tools & Technologies

Microsoft Office Suite

Marq

Sprout

Dunroe

Basecamp

Google Data Studio

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