Sr. Specialist, Social Media Communications
Position Summary
The Senior Social Media Communications Specialist leads the development and execution of strategic social media initiatives that elevate the visibility, reputation, and engagement of Rosalind Franklin University and its academic units.
This role sits within a 14-person marketing team that includes a university photographer, graphic designers, digital, and communications professionals. The position collaborates closely with team members to develop, manage, and optimize content strategies across the university's social media platforms, creating original content and adapting stories to maximize reach, engagement, and impact.
The Senior Specialist oversees the university's primary social media accounts to ensure brand consistency, accuracy, and alignment with university priorities. The role also provides strategic direction, consultation, and guidance for social media efforts across institutional and academic units.
This role develops and maintains social listening and audience engagement strategies to monitor brand health, identify emerging trends, inform content planning, and support recruitment and awareness goals.
Working collaboratively across the institution, the Senior Social Media Communications Specialist partners with academic units, Institutional Advancement, Strategic Enrollment Management, and other campus stakeholders to provide expert counsel, best practices, and strategic support for social media communications.
Essential Duties & Responsibilities
- Establish and execute a social media strategy plan, including a comprehensive content development and maintenance strategy that supports academic departments, distinctive programs or institutes, and key administrative offices.
- Manage and implement a social listening and relational engagement strategy on social media to improve brand health, increase awareness, bridge relationships, elevate conversations and engage prospective students, philanthropic and community partners.
- Analyze data and metrics to create weekly and monthly reports on user engagement and platform growth. Develop dashboards that represent departmental progress against defined goals.
- Develop original content for use on the platforms that speaks effectively to a prospective student audience and reflects the established university brand voice.
- Manage the university's online reputation by closely monitoring and leveraging listening tools to monitor news, mentions, and trending topics on social media.
- Maintain, update, and oversee the ongoing upkeep of RFU's social media crisis communications plan, social media guidelines, and playbook for all institutional social media channels.
- Work collaboratively with strategic enrollment management, marketing and communications, and academic units to suggest, source and create relevant and engaging content that amplifies the RFU experience, including photography, videography and graphics.
- Support the established quality assurance program and content governance process.
- Provide coaching and education resources to the institutional accounts across the university.
- Building and engaging with online communities, responding to comments and messages, and managing online reputation.
- Identify opportunities to advance university relations through compelling and appropriately resourced social media campaigns.
- Develop and lead quarterly social media workshops that onboard new campus content contributors and provide additional learning opportunities for existing contributors.
- Other duties as assigned.
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