VPM is hiring a Social Media Manager

PublishedSeptember 16, 2026 at 4:35 PM EDT

Job Title: Social Media Manager
Location: Richmond, VA
Job Type :Full-Time with Benefits,Exempt, Salaried
Department: Digital Content
Hiring Salary: $65,000- $68,000

VPM is dedicated to informing, inspiring, and connecting our community. Beyond broadcasting, our physical spaces serve as hubs for storytelling, civic dialogue, creativity, and public connection. We connect people across Central Virginia and the Shenandoah Valley to insightful programming in arts and culture, history, science, news, and education.

We are currently looking for a creative, strategic, and audience-focused Social Media Manager to lead VPM’s presence across social media and help grow and deepen our relationships with audiences. This position will oversee the strategy, planning, publishing, and day-to-day management of VPM’s social platforms, working closely with teams across content, news, marketing, development, education, and community engagement.

The Social Media Manager will help determine how VPM’s content and storytelling are translated for social audiences, while also developing original, platform-specific content designed to reach new and more diverse audiences. The position will manage VPM’s social content calendar, establish platform best practices, track performance and audience trends, and use data to improve our social strategy.

This role requires someone who understands that social media is not simply a promotional channel but an increasingly important place where audiences discover, consume, share, and engage with content. The ideal candidate is equally comfortable developing strategy, creating compelling content, analyzing performance, experimenting with emerging platforms and tools, and collaborating with creative teams throughout the organization.

As an independent, non-profit service, we believe attracting and retaining diverse staff is crucial to serving our community and fulfilling our mission to create and serve a more informed public,

Responsibilities

Develops and leads VPM’s overall social media strategy, establishing goals for audience growth, engagement, reach, and impact across platforms

Manages VPM’s day-to-day presence across social platforms, including Facebook, Instagram, TikTok, LinkedIn, and emerging digital social media platforms

Develops and manages an organization-wide social content calendar in collaboration with news, content, marketing, development, education, and community engagement teams

Creates, edits, publishes, and optimizes platform-specific content, including short-form video, photography, graphics, written posts, and other digital storytelling for multiple traveling to different sites as needed

Identifies opportunities to transform VPM’s broadcast, digital, podcast, and event content into compelling social‑first storytelling

Monitors social conversations, audience feedback, trends, and emerging opportunities and recommends ways VPM can meaningfully participate

Manages workflows, processes, editorial standards, and best practices for social publishing across the organization

Uses analytics and audience data to measure performance, identify trends, establish benchmarks, and provide regular reporting and actionable recommendations to stakeholders

Develops strategies to increase engagement and build stronger relationships with VPM’s existing audiences while identifying opportunities to reach audiences who may not currently engage with public media

Collaborates with production, news and development teams on paid and organic campaigns supporting VPM programming, membership, events, and organizational initiatives

Experiments with emerging technologies, including AI and new content‑creation tools, to improve workflows, increase creativity, and expand VPM’s ability to serve audiences while adhering to VPM’s editorial and ethical standards

Maintains awareness of platform policies, copyright requirements, accessibility standards, misinformation concerns, and evolving best practices related to social media

Helps manage social media coverage around VPM events, screenings, community initiatives, and live programming

MinimumSkills & Qualifications

Three or more (4+)years of relevant experience managing social platforms and creating digital content

Demonstrated success developing and executing social media or digital audience strategies for a media, journalism, nonprofit, cultural, educational, or mission‑driven organization.

Strong understanding of major social and video platforms, including Instagram, Facebook, TikTok, LinkedIn, and YouTube, as well as an eagerness to understand and experiment with emerging platforms.

Skills to create social‑first content, particularly short‑form video, and an understanding of how storytelling and audience behavior differ across platforms.

Experience with social media management, publishing, analytics, and measurement tools.

Strong understanding of audience analytics and the ability to translate data into actionable content and platform strategies.

Experience with basic video editing, photography, graphic design, and other digital content‑creation tools

Curiosity about artificial intelligence and emerging technologies and an interest in using them responsibly to improve content creation, audience engagement, and workflow efficiency

Strong editorial judgment and an understanding of the standards required when representing a trusted journalism and public media organization

Ability to recognize compelling stories and translate longer‑form content and programming into engaging digital and social experiences

Ability to work collaboratively with producers, marketers, fundraisers, educators, and other creative professionals while also working independently and managing competing priorities

Excellent written and verbal communication skills with a strong command of voice, tone, grammar, and concise digital writing

Strong attention to detail, time management, organization, and the ability to respond effectively in a fast‑moving media environment

PREFERRED SKILLS & QUALIFICATIONS

Experience in journalism, public media, or another editorial environment is a plus

Familiarity with Adobe Creative Cloud, Canva, YouTube Studio, and social publishing platforms is a plus

The position will remain open until filled.

OUR PERKS & BENEFITS

17 PTO days (based on tenure tiers)

3 Floating Holidays

12 Federally Observed Holidays

Catastrophic Leave

Options for medical, dental, vision, disability and life insurance

Company‑paid Basic Life and AD&DD

403b Retirement Plan w/ Match & 100% vesting from Date of Hire

Opportunities for learning and development

Relevant educational and licensure reimbursement for qualified candidates

Transformative mental health employee‑assistance program (EAP)

Access to our Micro Market, Terrace, and Café

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