Overview As a member of the School of Public Health Communications Team, the social media manager is responsible for managing the School of Public Health use of social media. Functional areas of responsibility include: strategic direction of the school’s use of social media, serving as a voice for the school’s use of social media; digital advertising, executing school and program-specific adversing; digital asset management, developing and implementing an archival process for all digital media including photos, graphics, and videos; strategic and tactical involvement in marketing communications, monitoring/measurement, and ensuring consistent execution of the School of Public Health brand. This position will report to the Director of Communications and will work closely with Communications Team, Academic Health Center public relations liaisons, colleagues and personnel from programs and departments throughout the School of Public Health, and outside vendors to support the growth and development of the School’s social media and digital advertising engagement.
Strategic Direction (25%) Develop and support social media and digital medial strategies that support the School of Public Health brand and align with school marketing and editorial priorities. This responsibility will include, but not be limited to, introduction of “best practices,” monitoring of social media practices conducted by peer institutions, advising on digital advertising annual media buys and subsequent performance analytics and measurement, managing digital advertising campaign relationship with external agencies and internal counterparts, developing and implementing social media campaign strategies for priority school initiatives, and staying abreast of emerging digital media outlets and related technologies. The position will actively monitor social media and digital media activities conducted by the School of Public Health and provide ongoing advice and feedback, establish standards, and serve as a catalyst to improve the School’s social media and digital media performance.
Community Management (15%): Serve as a consistent voice for school wide use of social media and digital advertising. This includes live tweeting, responding to topics and messages, promoting school-wide initiatives, jumping into applicable real-time conversations that are relevant to the School of Public Health brand and faculty research, etc. In this regard, the position will attend School of Public Health conferences and other special events and actively engage in high profile topics and/or emerging issues.
Create and Manage Social Media and Digital Media Content (25%): Generate, edit, optimize, publish and share daily content that builds meaningful connections and encourages community members to take action. Includes partnering with school writers for editorial needs, creating ad creative based on brand guidelines, and for larger-scale campaigns, partnering with external vendors for advertising creative, photography, videography, and graphic needs. Also includes managing the School’s photo and video assets by developing and maintaining an effective archival system. Should be familiar with developing, managing, art directing and optimizing video content (production to completion) for all digital use.
Monitoring/Measuring (15%): Monitor social media discussions and report on emerging perceptions regarding the School of Public Health brand. In particular, this position will be asked to monitor social media outlets for concerns, questions, rumors and accuracy of information pertaining to the digital advertising campaign, or a crisis or developing issue involving the School of Public Health. Develop measurement tools to evaluate the effectiveness of our social media and digital advertising efforts. Partner with external agency counterparts to create and optimize measurement techniques to determine the effectiveness and success of the digital advertising campaign. Measurement should include effectiveness of digital advertising campaign, individual messages among communities, constituent participation, and other key performance indicators.
Marketing/Communications Group Integration (10%): Participate, advise and engage in efforts to craft marketing campaigns with programs and departments throughout the School. Such responsibilities will be conducted in concert with the Communications Team, and will include both strategic and tactical direction as well as hands-on implementation. Actively share information gleaned from social media and digital media activities with other members of the Communications Team and affected programs and units, and openly support the importance of integrating all functional areas within the Communications Team.
Brand stewardship (10%): Ensure that the School of Public Health visual identity, style guide, and brand voice are consistently and strategically applied in all social media and digital media activity. Serve as an advocate for the proper management of the School of Public Health brand across the School's various programs, academic divisions, and centers. Coach internal partners on brand standards and social strategies.
The University of Minnesota offers a comprehensive benefits package including:
· Competitive wages, paid holidays, vacation and sick leave
· Low cost medical, dental, and pharmacy plans
· Health care and dependent daycare flexible spending accounts
· Excellent retirement plans with employer match
· Disability and employer paid life insurance
· Wellbeing program with reduced insurance premiums
· Tuition reimbursement opportunities covering 75%-100% of eligible tuition
Required Qualifications: • Bachelor degree in communications, journalism, marketing, art or related field. • Minimum four years’ experience in social media, digital marketing, and/or public relations. Non-communications degreed individuals must have six years of progressive responsibility in communications. • Proven experience in developing and implementing organizational brand and messaging through social media channels. • Demonstrated ability to create, implement and optimize a marketing strategy. • Technical skills to leverage social media tools, including creating ad designs and graphics. • Highly collaborative style; proven ability to establish and maintain effective working relationships with internal clients, external clients and the public. • A strong reputation for integrity and high personal ethics. • Skills: o Excellent communication skills (verbal, listening and writing) o Demonstrated strong project management skills and ability to balance multiple projects simultaneously o Demonstrated ability and willingness to work at a fast pace o Demonstrated ability to quickly master new technologies o Demonstrated ability to analyze the effectiveness of social media strategy and advertising efforts. • Experience working with, and anticipating the needs of, senior management
Preferred Qualifications: • Experience with a variety of branding and marketing endeavors, and with small to large projects. • Familiarity with marketing educational programs.
Internal Number: 332288
About University of Minnesota, Twin Cities
The University of Minnesota, founded in the belief that all people are enriched by understanding, is dedicated to the advancement of learning and the search for truth; to the sharing of this knowledge through education for a diverse community; and to the application of this knowledge to benefit the people of the state, the nation, and the world.