Social Media Strategist - University Relations and Enrollment Management, Health Sciences Center 16325
University Relations and Enrollment Management at West Virginia University is seeking applications for a Social Media Strategist at the Health Sciences Center. This position is responsible for developing, implementing, and monitoring social media to promote various areas within HSC. This position will conceptualize and create compelling photo, video and social media content that tells the story of WVU Health Sciences, including the schools of Dentistry, Nursing, Pharmacy, Public Health and Medicine. This position will balance a high level of writing, content creation, content development and editing with an extensive knowledge of social media monitoring, posting and engagement on a variety of platforms. The Social Media Strategist is able to produce high-quality social media posts and campaigns to support WVU Health Sciences and the Vice President and Executive Dean's social channels. The Social Media Strategist should be a highly motivated self-starter who jumps at the chance to grab a camera and create fresh and engaging branded content on a daily basis. The ideal candidate will be experienced on all social media platforms and able to create content appropriate for each. The Social Media Strategist will work across departments and closely with the University-Health Sciences team to execute on brand marketing initiatives but will also be encouraged and expected to produce original ideas. This position will manage Health Sciences and the Vice President and Executive Dean's social media platforms (Facebook, Twitter, Instagram, YouTube, LinkedIn, Wikiedia, etc.) on a day-today basis, which includes developing copy, taking/editing photographs, shooting/editing video and more. The Social Media Strategist must be capable of working independently producing reliable, high-quality content with minimal supervision or editing. At the same time, they must be capable of working collaboratively on projects, engaging those from other units and groups at Health Sciences, across the University and with WVU Medicine. In addition, the Social Media Strategist must be comfortable in helping spread success stories and showcasing WVU Health Sciences experts as leaders in the industry. The Social Media Strategist brings a high level of talent to the WVU Health Sciences-University Relations team, along with a solid background built on years of experience creating content on social media for a variety of purposes and organizations. The Social Media Strategist is a key storyteller for Health Sciences units, in that they speak to/with constituents on a day-to-day basis.
In order to be successful in this position, the ideal candidate will:
Identify ways to increase visibility for WVU Health Sciences and the Vice President and Executive Dean through digital and social media.
Manage all projects related to social media and marketing for HSC.
Establish benchmarks to determine metrics and ROI for improvement and effectiveness of marketing tactics.
Execute strategic social media plans to support goals.
Actively engage on Health Sciences and Vice President and Executive Dean's social media accounts to enhance reputation and build relationships with key audiences to drive awareness.
Conceptualize and create engaging organic social media content (including but not limited to posts, photos/videos, GIFs, stories, etc.)
Shoot and edit videos for social media and other digital uses.
Capture and edit high-quality photographs for use in social media and also in other marketing and branding efforts.
Daily posting/management/engagement on Facebook, Twitter, Instagram and other channels from the WVU Health Sciences and the Vice President and Executive Dean's accounts.
Determine and implement methods to accurately and regularly assesses the effectiveness of tactics put in place and adjusts as necessary; develop monthly and yearly analytics reports to show success for the WVU Health Sciences and Vice President and Executive Dean's social media accounts.
Create and edit content supporting the efforts of communicators across Health Sciences who plan and execute social media efforts for the schools, centers, institutes, and other entities associated with the HSC.
Collaborate with units, programs, groups, etc., at WVU Health Sciences to create social media content.
Provide customer service via the available social media platforms, reacting quickly with other University Relations-Health Sciences staff to resolve potential issues with user experience.
Monitor and update social media in crisis situations.
Execute social media goals developed by the Executive Director of Communication and Institutional Relations at Health Sciences.
Monitor trends in marketing and social media to help strategize and drive creative experimentation, video storytelling innovation and student/faculty experiences.
Leverage competitive intelligence to report to and advise leadership on how WVU Health Sciences should innovate and evolve.
Maintains positive relations with public, state and federal officials, as well as WVU constituency groups and stakeholders. Provide excellent customer service support to Health Sciences units, programs, faculty, staff and students.
Fully understand the University's mission, vision, values, goals and brand.
Actively represent the HSC University Relations team in meetings, project teams, presentations, etc.
Bachelor's degree in Journalism, Communications, Public Relations, English or related field; or an equivalent combination of education and experience is required.
Master's degree preferred.
Three (3) years of experience in:
Interviewing, writing and editing or media relations for a news, communication, marketing, advertising, or public relations program; or for a healthcare organization, college, news media organization, government agency, business, or other large knowledge-based organization.
Social media management and marketing.
Audio, video, and photography experience preferred.
Demonstrated knowledge of all popular social media platforms, including but not limited to Facebook, Twitter, Instagram, YouTube, etc.
Demonstrated knowledge in social media and marketing trends, with demonstrated ability to analyze media trends and create strategic media plans accordingly.
Demonstrated excellence in writing social media posts, blogs; familiarity in writing press releases, news stories, etc.
Demonstrated experience interviewing, editing, photography and videography.
Familiarity with, and the ability to become an expert on, AP style and the University's social media guidelines and personality.
Skill and experience in identifying the correct issues to be communicated, the appropriate audience, the method and timing of communication.
Demonstrated ability to deal with sensitive and sometimes confidential issues appropriately, and work as a team in a crisis; skill in establishing and maintaining cooperative working relationships.
Valid driver's license. Must be able to travel frequently around campus and throughout the state.
Must be able to operate a computer and other media devices.
At West Virginia University, we pride ourselves on a tireless endeavor for achievement. We are home to some of the most passionate, innovative minds in the country who push their limits for the sake of progress, constantly moving the world forward. Our students, faculty and staff make this institution one of the best out there, and we are proud to stand as one voice, one university, one WVU. Find out more about your opportunities as a Mountaineer at https://talentandculture.wvu.edu/ .
West Virginia University is proud to be an Equal Opportunity employer and is the recipient of an NSF ADVANCE award for gender equity. The University values diversity among its faculty, staff, and students, and invites applications from all qualified applicants regardless of race, ethnicity, color, religion, gender identity, sexual orientation, age, nationality, genetics, disability, or Veteran status.
Job Posting: Feb 22, 2021
Posting Classification: Non-Classified
Exemption Status: Exempt
Benefits Eligible: Yes
Internal Number: 221524
About West Virginia University
West Virginia University, founded in 1867, has a long and rich history as a public, land-grant institution. WVU encourages scholarship and offers high-quality academic programs while serving the state of West Virginia and the nation. WVU statewide includes campuses in Beckley, Charleston, Keyser, Martinsburg and Morgantown – which has been ranked as a #1 Small City in America. WVU is an R1 Doctoral Research University (Highest Research Activity), one of only 115 nationwide. WVU offers 212 degrees throughout the 14 colleges and schools. Areas of specialty include STEM education, healthcare in Appalachia, shale gas utilization, radio astronomy and forensics. WVU researchers have helped confirm the existence of gravitational waves and uncovered diesel vehicle emissions discrepancies. Statewide, there are over 31,000 graduate and undergraduate students along with 190,000 alumni worldwide. WVU is reinventing West Virginia’s future by strengthening education, healthcare and broad-based prosperity.