Social Media Manager

Gbh International Limited - Boston, MA

Full-time - Mid Level

Boston, MA

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers

About the position

FRONTLINE is PBS's flagship investigative documentary series, dedicated to exploring the pressing issues of our time through journalism that speaks truth to power. With a history of winning every major journalism and broadcasting award, including Emmy and Peabody Awards, FRONTLINE is committed to delivering thoughtful and incisive accountability journalism across various platforms, from documentaries to transmedia projects. In an era characterized by 24/7 breaking news, we strive to reflect the diverse perspectives of the communities we serve, grounding our work in an understanding of how systemic issues such as racism, sexism, and classism have shaped American life and institutions. Our mission is to foster an inclusive work environment and produce journalism that values the broad perspectives of the American public, particularly those from historically underrepresented communities. As a Social Media Manager, you will play a crucial role in managing daily postings on FRONTLINE's social media accounts, focusing on engaging current audiences while innovating strategies to attract new followers. A key aspect of this role will involve creating social media assets and audience growth tactics for FRONTLINE's latest initiative, FRONTLINE Short Docs. You will be part of the audience development team and report directly to the Director of Audience Development. Your responsibilities will include managing social media campaigns, creating engaging content, and collaborating with the editorial team to ensure all materials align with FRONTLINE's guidelines. You will also be responsible for identifying community engagement opportunities and devising response tactics to enhance audience interaction.

Responsibilities

• Manages daily posting to FRONTLINE's social media accounts, prioritizing Instagram, Tik Tok, LinkedIn, Threads, Facebook and X (formerly known as Twitter).
• Creates social media content (video, graphic, text and combinations thereof) which promote FRONTLINE documentaries, projects, podcasts, digital stories, announcements and awards.
• Manages social media campaigns for tentpole initiatives, including collaborations with PBS and other editorial partners.
• Writes SEO-friendly headlines, video titles, video descriptions and additional copy that align with FRONTLINE editorial guidelines and are optimized for individual social media platforms.
• Works with FRONTLINE's editorial team to ensure that all social media copy and assets are approved for publication.
• Creates, maintains, and shares a social media content calendar, ensuring that the most up-to-date publication schedule for FRONTLINE initiatives is represented.
• Identifies opportunities for community engagement with our social media audiences and devises response tactics.
• Devises and manages social media activations focused on audience engagement (moderating livestream chats, social media Q&A's, etc.).
• Creates and distributes to stakeholders social media assets and toolkits for each FRONTLINE episode and initiative.
• Acts as the social media liaison for FRONTLINE to PBS and other partners.
• Works with the audience development team to identify, vet and strategize use of social media influencers.
• Creates social media content for FRONTLINE executives as needed.
• Prepares monthly and quarterly reports on FRONTLINE's social media analytics and trends.

Requirements

• A minimum of 3 - 5 years of relevant experience, preferably with a major news organization.
• Bachelor's degree or equivalent work experience required.
• Proven success managing social media accounts for news organizations.
• Strong news judgment.
• In-depth knowledge of social media best practices, tools and trends.
• Strong writing skills, with the proven ability to discern voice and tone.
• Strong social media video editing skills, with published clips for established social media platforms.
• Strong aesthetic eye for social media graphics and the ability to work in Photoshop and Canva; Illustrator is a plus.
• Experience with social media analytics and publishing tools (Sprout, native platform analytics and scheduling, Google Analytics, etc.).
• Strong presentation, communication, and organization skills.