Social Media Coordinator

PURPOSE

The Social Media Coordinator plays a key role in amplifying the voice, reputation, and community engagement of Texas A&M University-Corpus Christi across digital platforms. As part of the Marketing and Communications team, this position blends creativity, strategic thinking, and data-driven decision-making to tell the university's story through dynamic and engaging social media content.

This role coordinates the university's primary social media channels by developing compelling content, engaging with audiences in real time, and monitoring conversations that impact the university's brand. The Social Media Coordinator collaborates closely with creative staff, campus partners, and student contributors to produce multimedia content that reflects campus life, academic excellence, and institutional priorities.

The position also serves as a strategic resource for the university by analyzing social media performance, advising campus units on best practices, supporting paid social media initiatives, and assisting with crisis communications and brand management. The Social Media Coordinator regularly captures and edits photo and video content, provides live event coverage, and maintains an active digital presence that fosters connection with prospective students, current students, alumni, and the broader community.

Some evening and weekend work may be required for campus event coverage and real-time communications.

DESCRIPTION

Functional Area 1: Content Development & Digital Storytelling (40%)

• Develop, produce, and publish engaging content across the university's primary social media platforms, including Facebook, Instagram, X, LinkedIn, and emerging platforms.
• Manage and maintain the university's social media publishing calendar in coordination with the Marketing and Communications team.
• Write and edit compelling copy for posts, campaigns, and social media storytelling initiatives.
• Capture and edit photo and video content to enhance visual storytelling and highlight campus experiences, events, and initiatives.

Functional Area 2: Community Engagement & Platform Management (20%)

• Monitor university social media channels daily for comments, direct messages, mentions, tags, and trending conversations.
• Engage with followers and respond to questions, comments, and feedback in a timely and professional manner.
• Supervise and mentor student workers who assist with social media initiatives.

Functional Area 3: Social Media Strategy, Advertising & Analytics (20%)

• Develop and implement social media strategies aligned with the university's marketing and communications goals.
• Monitor and analyze social media performance using analytics tools and platform insights.
• Manage and optimize paid social media advertising campaigns supporting recruitment, events, and university initiatives.

Functional Area 4: Brand Stewardship, Monitoring & Crisis Communications (20%)

• Monitor social media channels for emerging issues, reputational risks, or crisis situations affecting the university.
• Assist in implementing social media strategies related to crisis communications in coordination with Marketing and Communications leadership.

QUALIFICATIONS

• Bachelor's degree in a related field from an accredited four-year college or university.
• Three (3) years of professional experience managing social media accounts, preferably for an organization or brand.
• Demonstrated experience creating engaging digital content and managing multiple social media platforms.
• Experience interpreting social media analytics and adjusting strategies based on performance data.
• Strong writing, editing, and storytelling skills tailored to social media audiences.
• Proficiency in multimedia content creation, including photo and video editing tools such as Adobe Creative Suite, Premiere Pro, Final Cut, or similar platforms.

PREFERRED QUALIFICATIONS

• Experience working in higher education.
• Proficiency managing interns or other content creators.
• Proficiency using Basecamp.
• Proficiency using Sprout Social.
• Expert-level graphic design and video editing skills.