Social Media and Content Specialist

About this opportunity

The Division of Online and Strategic Learning is seeking a creative, strategic, and student-focused Social Media and Content Specialist to help elevate the Ball State Online brand through engaging digital storytelling that supports enrollment growth and student engagement goals. This role plays an important part in advancing enrollment marketing efforts by creating compelling social media content that connects with prospective adult students, highlights authentic student experiences, and drives meaningful audience engagement across platforms including Instagram, Facebook, LinkedIn, TikTok, and YouTube.

The ideal candidate is passionate about content creation, short-form video, social trends, and digital community engagement, while also understanding how social media contributes to broader marketing and enrollment objectives. They are collaborative, organized, and data-informed, with the ability to analyze content performance, identify opportunities for growth, and adapt strategies to improve reach, engagement, and prospective student interest. This position offers an opportunity to shape Ball State Online's voice and visibility in a rapidly evolving digital landscape while contributing directly to the growth of online education initiatives serving thousands of learners.

This role requires regular on campus presence, but a flexible weekly remote work schedule is an option as approved by the supervisor upon onboarding.

Candidates for searches must have current authorization to be employed in the United States without employer sponsorship.

Position Function

The Social Media and Content Specialist upholds strategic marketing initiatives by developing and creating engaging, student-centered content for Ball State Online's social media and marketing channels. This includes writing testimonial stories and supporting SEO-driven content strategy with a strong emphasis on social media content. The specialist works closely with a senior marketing content specialist and a cross-functional team to elevate brand storytelling, increase engagement, strengthen brand trust, and support enrollment growth through compelling social media and marketing content.

Duties and Responsibilities

1. Create and edit compelling content for digital and print platforms, including websites, blogs, email, and marketing materials.
2. Plan, write, schedule, and publish social media content that aligns with campaign goals, audience needs, and platform trends.
3. Create short-form video content (e.g., Reels, TikToks, YouTube Shorts), including scripting, filming, editing, and optimizing for engagement.
4. Optimize content for discoverability through platform search behaviors (titles, captions, keywords, hashtags, and trending query formats).
5. Develop feature stories, testimonials, and social-first narratives using content obtained by conducting interviews with students, alumni, and faculty.
6. Stay up to date on trends and tools in short-form video, social media platforms, and digital engagement strategies.
7. Develop social-first FAQ content that addresses common questions and barriers.
8. Brainstorm content, develop and review integrated marketing campaigns, in collaboration with team members.
9. Maintain consistent messaging across platforms while tailoring tone and format to suit specific audiences.
10. Monitor comments and engagement patterns to identify emerging questions, misconceptions, and content opportunities.
11. Track performance and contribute insight and recommendations on what content drives awareness, consideration, and web traffic to enrollment pathways.
12. Manage multiple deadlines and projects with strong organizational and time management skills.
13. Perform other related duties as assigned.

Minimum Qualifications

• Bachelor's degree in journalism, communications, marketing, digital media, or a related field.
• Demonstrated experience in creating social media content, including short-form video (internships, freelance, student media, or part-time roles acceptable).
• Strong storytelling, writing, and editing skills for social platforms.
• Basic video production skills, including shooting and editing short-form video for mobile audiences.
• Familiarity with platforms such as Instagram, Facebook, LinkedIn, TikTok, and YouTube.
• Demonstrated experience in writing and content creation (professional experience, internships, student media, freelance, and/or part-time roles).
• Excellent interpersonal skills, including the ability to conduct interviews and collaborate with others.

Preferred Qualifications

• Experience managing or contributing to social media accounts for an organization, brand, or campaign.
• Comfort being on camera or directing others for social media video.
• Experience using content planning or publishing tools (e.g., Canva, Sprout Social, Hootsuite).
• Knowledge of AP Style and brand voice standards.
• Exposure to higher education marketing or storytelling, especially for adult learners or online education.
• Familiarity with video metrics and analytics.