The Senior Social Media Specialist will lead and actively engage multiple audiences via social and mobile media to increase visibility, interactivity, and brand awareness. Under the leadership of the Executive Director of Strategic Communications, this position will initiate effective strategies, implement campaigns, and manage and execute day-to-day activity on the Carey Business School's social media channels—Twitter, Facebook, LinkedIn, YouTube, WeChat etc.—developing compelling social media content to drive users to the school's website, enhance brand awareness, promote events and programs, recruit students, and increase the sense of connection to the school in its extended community.
The Senior Social Media Specialist is a strategic thinker that develops creative/visual storytelling solutions and ideas and manages social listening and analytics tracking and reporting to inform social media strategy, engagement, and execution. The Senior Social Media Specialist actively maintains strong knowledge of current and emerging social media platforms, technologies, trends, and best practices and determines how these can best be applied to achieve the global marketing and communications goals of the Carey Business School.
Knowledge and Skill:
Demonstrated expertise in the social media and mobile device communications environment.
Demonstrated ability to think creatively and critically in problem-solving and project implementation.
Skilled, versatile writer and critical thinker capable of crafting compelling marketing messages and copy.
Comprehensive knowledge of social and mobile media, including but not limited to Facebook, Twitter, Instagram, YouTube, and LinkedIn, with a high level of skill in using social media for effective communication.
Ability to operate in the Internet, social media, and mobile media spaces on behalf of the school to promote the brand and communicate with and address the needs of multiple audiences—including proactive communications and engaging in conversations on behalf of the school.
Advanced level of proficiency in writing and organizing content for electronic media, including the nuances involved in writing on behalf of academia.
Thorough understanding of brand management and appropriate expression of brand and graphic identity in electronic communications.
Ability to stay abreast of and effectively use new modes of communication as they evolve.
Aptitude, initiative, and energy for finding and communicating school and student news that will interest and engage the school's audiences.
Ability to understand and integrate relevant current events and news stories in daily social media communications.
Ability to assess the effectiveness of social media activity, presence on mobile devices, and blogs—and to communicate the effectiveness/return on investment clearly and concisely to school leadership.
Ability to work independently, manage multiple projects simultaneously, organize workflow, set priorities, thrive in an extremely fast-paced environment, consistently meet deadlines, and adhere to brand identify and editorial standards.
Ability to work collaboratively with other team members and colleagues at all levels across the school.
Education, Experience, Licensure, Certification:
Bachelor's degree required.
Five to six years of successful experience writing and editing in electronic media strongly preferred, including experience using social media platform management tools and a strong understanding of key analytics and listening tools.
Two years related experience required. Advanced degree may substitute for required experience, to the extent permitted by the JHU equivalency formula.
Internal and External Contacts:
Internal: Director of Integrated and Digital Marketing, web content, media relations and communications, and creative teams. School deans, directors and staff. Faculty. Students. Social media strategies across the university.
External: Vendors/contractors (web developers/designers; ad agency). News media and reporters. Professional associations. Prospective students and faculty. Alumni and donors. Social media colleagues at partner and competing academic institutions. Corporate, nonprofit, and governmental organizations world-wide. Miscellaneous other external contacts.
Essential Duties & Responsibilities:
Lead, develop, and implement school-wide social and mobile communications to include: Facebook, Twitter, Instagram, LinkedIn, YouTube, and other web-based and mobile social sites.
Develop unique content for a range of social media platforms, including executing campaigns, curation of user-generated content, and real-time coverage.
Create and maintain the overall and day-to-day social and mobile media presence, including page design, photos, and graphical, multimedia, and animated elements.
Ensure that consistency of branding and positioning of the school are expressed through all social media communications.
Manage social listening and analytics tracking and analysis to inform work; establish goals and metrics; and evaluate and recommend tools and resources to support social media engagement and execution.
Use knowledge of how paid, owned, and earned media work together to create cohesive interactions and provide integrated plans
Use videos, photography, tweets, text, and blogs to advance marketing goals in social media.
Develop, execute, and maintain an active presence on key news sites and outlets; stay abreast of who the influencers are across social media and how to keep the school's image active and positive in the public eye.
Collaborate with the marketing team to integrate social-first content and activities with overall integrated marketing strategies and goals.
Lead social media strategy for Admissions, Career Development, and Student Services teams to advance student recruitment and student support efforts.
Stay abreast of competitor social media activities, and develop and execute strategies to establish and maintain competitive advantage.
Maintain awareness and address the needs of the school's multiple audiences throughout the social and mobile media space—in particular the needs of prospective and current students.
Serve as a social media evangelist to collaborate with faculty, administrators, staff, and students across the school to understand and help advance their communications needs via social media.
Promote faculty strengths and research.
Continually rethink processes and positively engage audience's key to the school's successful drive to be recognized and ranked as a top-tier business school.
Expand and continually improve social and mobile media activity, enhancing market position and gleaning competitive intelligence.
Measure campaign performance and evaluate outcomes to translate social performance into clear, actionable insights and new techniques.
Track traffic to the school's social sites and assesses the effectiveness of strategies, tactics, and campaigns and recommend modifications to achieve goals and improve ROI of digital marketing initiatives.
Effectively use new media to address current and emerging challenges in marketing the school, including attracting and enrolling highest caliber students, and powerfully engaging the school's multiple audiences.
Work collaboratively with Communications & Marketing, Development & External Affairs and other Carey staff and faculty, as well as outside vendors.
Write compellingly and accurately and show attention to detail.
Report activity and progress in clear and concise formats.
Other duties as assigned.
Classified Title: Communications Specialist Working Title: Sr. Social Media Specialist Role/Level/Range: ATP/03/PB Starting Salary Range: $50,000 - $60,000, commensurate with experience Employee group: Full Time Schedule: M-F; 8:30-5:00 Exempt Status: Exempt Location: 46-MD:JH at Harbor East Department name: 60000049-Marketing & Communications Personnel area: Carey Business School
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