Monroe Community College - Rochester, NY
posted 2 months ago
The Digital Content Specialist is the digital voice of Monroe Community College, responsible for promoting the College, its community, and its programs across various digital media channels, with a strong emphasis on social media. This role is pivotal in supporting the College's brand through effective communication strategies. The Digital Content Specialist will create and implement a comprehensive social media strategy that aligns with the strategic enrollment plan, marketing and recruitment initiatives, and directives from College leadership. This position demands a deep understanding of key social media platforms and an awareness of emerging networks to effectively engage with the target audience. The role often requires working beyond traditional hours, including evenings and weekends, to ensure timely and relevant content delivery. In this position, the Digital Content Specialist will develop a long-term strategy for communicating through targeted social channels, proactively seeking out content that showcases the vibrant campus life. This includes attending college events, engaging with students and faculty, and managing all published content, which encompasses images, photography, video, text, and audio/podcast materials. Daily and weekly management of digital marketing campaigns across multiple platforms such as YouTube, Facebook/Instagram, LinkedIn, X (formerly Twitter), Snapchat, and TikTok is essential. Responsibilities include copy creation, photographic and video content creation, campaign implementation, budget management, performance review, and basic optimizations. The Digital Content Specialist will monitor mentions and tags of the College across various social media outlets, responding to inquiries as necessary. Collaboration with vendors for photographic and video content is also part of the role. The Specialist will oversee day-to-day campaign activities, including strategy development, audience targeting, platform setup, and performance analysis. Analyzing campaigns, establishing metrics, and translating qualitative data into actionable recommendations for social media, content marketing, search engine optimization, and social advertising campaigns are critical tasks. The role requires ensuring all posts are optimized and tracked for performance, collaborating with the marketing and web team to align campaigns with paid media marketing efforts, and monitoring trends in social media tools and strategies. Additionally, the Digital Content Specialist will develop and maintain a posting calendar that aligns with the College's deadlines to achieve marketing objectives. Working in partnership with Community Relations, the Specialist will promote institutional objectives and assist in crisis communications. Guidance will be provided to other MCC employees managing social media accounts, and an annual audit of social media channels affiliated with MCC will be performed. The Specialist will also develop and implement the College's policies, procedures, and protocols related to social media, ensuring best practices for the security of MCC's social media channels. Other duties may be assigned by the Associate Director of Marketing, Web, and Social Media.