Social Media Manager

Gardner-Webb University - Boiling Springs, NC

Full-time

Boiling Springs, NC

Educational Services

About the position

The Social Media Manager at Gardner-Webb University is responsible for overseeing the university's top-level social media platforms and the live mascot program. This role requires a candidate with a proven track record in creating and implementing effective digital and social media strategies. The ideal candidate will be a self-starter, results-driven, and possess strong teamwork, communication, and marketing skills. The Social Media Manager will manage the social media marketing strategy, ensuring that content resonates with the target audience and reflects the university's brand positively. In this position, the Social Media Manager will execute, document, and schedule organic social content tailored to the unique audiences of each platform. This includes creating and directing high-quality written and visual content, such as photos, graphics, and videos. The role also involves reviewing and scheduling requests for the live mascot's appearances, as well as transporting and accompanying the mascot at various events on campus and in the community as needed. Building and nurturing positive relationships with university departments is essential to stay informed about signature events, exhibitions, and special projects that can be promoted through social media. The Social Media Manager will collaborate with other communicators across campus to ensure that all university social media channels adhere to best practices and work towards audience growth. The position requires a professional yet engaging social media voice to advocate for Gardner-Webb University and respond to inquiries appropriately. Additionally, the Social Media Manager will implement SEO tactics aligned with the university's keyword strategies, source user-generated content from social media ambassadors, and serve on the emergency communications team to monitor sentiment and report results. Analyzing social media accounts, campaigns, and posts to assess effectiveness and make real-time adjustments is crucial for the long-term success of the university's social media presence. The role also involves creating and sharing detailed analytics of social platforms and tracking trends to conduct competitive analysis of other university content.

Responsibilities

• Manage the social media marketing strategy for the top-level platforms and the live mascot program.
• Execute, document, and schedule organic social content tailored to each platform's audience.
• Create and direct high-quality written and visual content, including photos, graphics, and videos.
• Review and schedule live mascot appearance requests, and transport and accompany the Live Mascot at events as needed.
• Build and nurture positive working relationships with university departments to promote relevant content.
• Collaborate with other communicators across campus to ensure adherence to best practices in social media.
• Communicate in a professional yet engaging social media voice for the University.
• Implement social media SEO tactics aligned with keyword strategies.
• Source user-generated content from social media ambassadors for cross-promotional opportunities.
• Serve as a member of the emergency communications team, monitoring sentiment and reporting results.
• Maintain university social media guidelines and provide training and support for best practices.
• Analyze and monitor social accounts, campaigns, and posts to improve reach and effectiveness.
• Create and share detailed analytics of social platforms and progress toward goals.
• Track trends and conduct competitive analysis of other university content and social media channels.
• Strategize a sustainable balance of engaging content per channel that strengthens the University's audiences.
• Be available for some evening and weekend work.

Requirements

• Bachelor's degree from an accredited four-year college or university.
• 2-5 years related experience in social media management.
• Advanced knowledge of Facebook, Twitter, Instagram, YouTube, LinkedIn, and TikTok.
• Desire to explore emerging technologies and trends.
• Ability to evaluate analytics and summarize effectiveness of content.
• Excellent short burst writing and editing skills.
• Demonstrated ability to produce creative and on-brand media.
• Valid Driver's License.
• Ability to work both independently and as a team member.

Nice-to-haves

• Previous work in a non-profit or higher education environment.
• Previous experience with live animals.
• Graphic design and related Adobe CC design experience.
• Familiarity with social media scheduling software.
• Photo and video creation and editing capabilities.