Position Summary

The Digital Content Specialist manages SUNY Cortland's university-level social media presence and supports digital storytelling across institutional channels. Reporting to the Director of Communications, this position develops, publishes, and monitors content that advances the university's brand, enrollment, engagement, and reputational goals. The position manages the university's social media calendar, tracks platform performance, monitors trends and conversations, and helps ensure a consistent and authentic institutional voice. The Digital Content Specialist collaborates with campus social media partners and supports the university's broader digital presence.

Major Responsibilities

Social Media Management and Execution

• Manage university social media channels, including posting, engagement, monitoring, and day-to-day operations.
• Respond to comments, messages, and inquiries in a timely and professional manner, or route to appropriate offices.
• Ensure adherence to institutional brand standards, tone, and social media guidelines.
• Coordinate content approvals and posting priorities with internal stakeholders.
• Maintain account access, organization, and basic platform administration.

Digital Storytelling and Content Development

• Develop original content concepts that support institutional storytelling and campaign goals.
• Create and edit platform-specific content, including captions, graphics, and short-form video.
• Capture content at campus events, programs, and key university moments.
• Adapt existing content (web, news, marketing materials) for social media use.
• Ensure content meets accessibility standards (e.g., captions, alt text) and aligns with best practices.

Strategy, Calendar, and Campaign Alignment

• Develop and manage a comprehensive social media calendar aligned with university priorities.
• Collaborate with campus partners to plan and support campaigns, initiatives, and key dates.
• Identify opportunities to amplify university messaging and cross-promote content across channels.
• Contribute to content strategy discussions and recommend approaches based on audience and platform trends.

Analytics, Reporting, and Optimization

• Monitor and analyze social media performance using platform analytics and third-party tools.
• Prepare regular reports summarizing key metrics, trends, and campaign performance.
• Use data insights to recommend adjustments to content strategy and posting practices.
• Track engagement, reach, audience growth, and conversion-related metrics, as applicable.

Social Listening and Reputation Monitoring

• Monitor social media channels and external platforms for mentions of the university.
• Identify trends, emerging issues, and opportunities for engagement.
• Escalate sensitive or reputational concerns in accordance with communications protocols.
• Support timely and appropriate responses to public-facing comments or issues as needed.

Student Coordination and Campus Collaboration

• Recruit, coordinate, and guide student content contributors or ambassadors.
• Provide direction on content themes, expectations, and brand standards.
• Collaborate with campus departments to support their social media efforts and align messaging.
• Offer guidance or best practices to campus social media account managers.