Detailed Job Description
The Social Media Manager is responsible for advancing the social media strategy and governance for Bentley University and managing content on its primary social channels on a daily or as needed basis. The Social Media Manager will play a critical role in engaging with key audiences in our inbound marketing strategy, while deploying and discovering distribution channels for our content. The ideal candidate has held a similar role at a well-established brand or website, enjoys both "working in the trenches" and serving in an advisory role, can maintain organization-wide adoption of social media best practices, and is familiar with social media's use in the higher education sector, including handling crisis communications through social channels. The position will report to the Director of News & Communication.
Additional Description of Duties:
Strategy: You will define and refine the university's approach to social media (and have a road-tested framework in your hip pocket) with an appreciation for the unique roles each channel will play in engaging key audiences.
Process: You plan the work and work the plan. You've developed social calendars that align with editorial calendars and give consideration to institutional priorities.
Community building via consistent engagement: You've grown followings across key platforms like Facebook and Twitter, developing loyal, engaged brand enthusiasts by making smart use of content and insights. You're passionate about creating engaging posts and tweets day after day, month after month, and know that building and serving a community don't end when the office lights shut off.
Content programming: You're skilled at culling content from across the web and across an organization, knowing what to post when and where to yield the most engagement. You "play well" with content teams, working with PR colleagues, videographers, writers and photographers to produce content that's relevant for audiences across social channels. You know how to strike the right balance between "organic" and paid content to build and maintain audience engagement, not just followers or likes.
Crisis management: You understand how to work with the PR team to navigate a crisis situation on various social media platforms, meaning you know when and how it is appropriate to share information and respond to followers accordingly. You have adeptly monitored and deployed crisis information and are comfortable handling uncomfortable situations, under the leadership of the Director of News & Communications.
Data-driven insights: You rely on analytics more than gut instincts or passion to prove your point. You're comfortable using social media monitoring platforms and channel-specific dashboards such as HootSuite or TweetDeck, as well as distribution tools like HubSpot, Outbrain, and Taboola, to build a case for ROI and produce key engagement and fan base metrics and take appropriate actions. You're skilled at using built-in metrics like Facebook Insights and Twitter's analytics and at translating them to team members.
Governance: You've developed or improved social media guidelines and have the diplomacy to gain and maintain adoption of standards across campus.
Coaching: You're a natural teacher and can provide counsel to social media practitioners across the university, organizing regular social media user groups to share best practices and insights.
Team building: You're at ease working across divisions and functions, bringing people together to achieve common objectives. You'll supervise a small social media team of student employees and "socialize" content creators across campus to support efforts.
Management -You've got a track record of managing interns and/or staff to support social channels and will be able to manage 3-4 social media interns to support Bentley channels.
-Minimum of bachelor's degree or equivalent combination of training and related experience required;
- Five to seven years of progressive experience in marketing, public relations and/or editorial roles with at least three years focused on community building and/or social media strategies and campaigns
- Demonstrated understanding of social media marketing and engagement techniques, and a proven ability to manage social media tools and craft copy for social media channels
- Working knowledge of and comfort with social media monitoring and web analytics platforms like HubSpot, HootSuite, TweetDeck, Google Analytics, etc. with proven ability to learn new technologies
- Working knowledge of social marketing and content distribution apps like HubSpot, GaggleAmp, Outbrain, etc.
- Extremely proactive and resourceful with a results-driven, hands-on approach
- Experience managing projects and teams in multi-functional or complex organizations and influencing stakeholders at all levels of the organization
- Effective collaboration, relationship management and diplomacy skills
- Sense of humor and positive attitude essential
-Appreciation for social media's unique role at a higher education institution in serving both marketing goals and the institution's educational mission across the university community
-Experience in using social media to effectively handle crisis communications
- Experience using social media to deal with community issues and complaints and strike an appropriate level of "service recovery" responsiveness
Special Instructions to Applicants
All applicants should include links to their professional profiles on LinkedIn, Instagram and Twitter in their application materials.
Bentley University requires reference checks and may conduct other pre-employment screening.
Bentley University is an Equal Opportunity Employer, building strength through diversity.