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UW Medicine Strategic Marketing & Communications is looking for a Social Media Specialist to manage social media channels and create content in support of the UW Medicine brand and its programs and services. The successful candidate will have a passion for social media strategy that combines creativity with analytics to maximize audience engagement. This position is responsible for implementing social media strategy, monitoring analytics, content creation, adjusting plans to increase brand awareness, increasing social media engagement and audience growth, and determining best practices. Must have a proven ability to creatively problem solve and work with multiple stakeholders. Ability to write in conversational voice while still maintaining brand integrity is essential.
POSITION COMPLEXITIES Meeting the content demands and expectations of multiple clients as well as dealing with the unique social media scenarios that occur within a large health system requires experience, empathy and good judgment. Competing priorities require ability to manage short- and long-term assignments in a way that achieves results and meets deadlines.
IMPACT TO UW MEDICINE This position is critical to the reputation of UW Medicine. UW Medicine uses social media to educate and inform the public and share the stories of our patients, faculty, students and staff. It captures the humanity behind our organization and connects with our community in ways not possible in many other types of media.
RESPONSIBILITIES •Manage, monitor and grow UW Medicine social media channels. Examples: Facebook, LinkedIn, YouTube, Instagram and Twitter. •Develop, write and produce social media content that positively reflects on the UW Medicine brand. Example: Creating original posts that take advantage of trending content and resizing photos so they are optimized for each channel. •Serve as a rotating point person for crisis and after-hours response. Examples: Respond to negative Twitter comment that needs urgent attention because it could negatively reflect on the brand. Assist or advise media team with social media communications with a disease outbreak at one of the hospitals. •Coordinate and implement social media campaigns, including defining social media KPIs. Example: Working with marketing stakeholder to develop hashtag campaigns and helping them define success. •Manage social media editorial calendar. Example: Communicating with other teams to see what upcoming content needs they have and ensuring information is posted in a timely manner. •Use social media tools to monitor and engage with UW Medicine community. Examples include Facebook Business, Sprout Social and Hootsuite. •Work with copywriters and designers to ensure content is informative and appealing. Example: Collaborating with creative team to design graphics for a Facebook poll. •Stay up to date with the latest social media best practices, trends, and technologies. Example: Summarizing new research and sharing it with the team or suggesting a new tool that could be helpful. •Provide social media analytics reports for Strategic Marketing and Communications team and external stakeholders. Example: Generating monthly social media analytics reports. •Travel to events or destinations to capture content for social media channels. Example: Attend Match Day event to capture stories of UW School of Medicine students. •Performs related duties and tasks as assigned.
WORKING CONDITIONS The position may travel by foot or vehicle to various locations to gather information and/or assist with activities. Position maintains regular office hours Monday through Friday and occasional evening and weekend work to monitor social media and participate in special events.
SUPERVISION RESPONSIBILITIES No direct reports
REPORTS TO Senior Social Media Strategist
QUALIFICATIONS •Bachelor’s degree in communications, marketing, journalism or related field and a minimum of three years of professional social media experience. •Experience planning and managing social media content in corporate setting or agency. •Exceptional writing skills and proven ability to communicate to diverse audiences. •Deep understanding of social media analytics, including experience in measuring, testing, learning, and iterating in order to optimize results. •Understanding of basic design and photography principles. •Strong proofreading and editing skills with attention to details. •The ability to meet deadlines while juggling competing priorities. •Motivated self-starter who is able to take initiative and use independent judgement. •Ability to establish effective and cooperative work relationships, individually and on project teams. •Strong customer-service skills and willingness to help others.
DESIRED QUALIFICATIONS •Photography and video production experience. •Video editing proficiency and experience. •Knowledge of Photoshop / Adobe Creative Suite. •Experience working in a complex organization. •Experience with social media publishing platforms such as Sprout Social and Hootsuite. •Familiar with Associated Press Style. •Healthcare experience. •Crisis communications experience.
CONDITIONS OF EMPLOYMENT The application process for UW positions may include completion of a variety of online assessments to obtain additional information that will be used in the evaluation process. These assessments may include Work Authorization, Cover Letter and/or others. Any assessments that you need to complete will appear on your screen as soon as you select “Apply to this position”. Once you begin an assessment, it must be completed at that time; if you do not complete the assessment, you will be prompted to do so the next time you access your “My Jobs” page. If you select to take it later, it will appear on your "My Jobs" page to take when you are ready. Please note that your application will not be reviewed, and you will not be considered for this position until all required assessments have been completed.
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