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# Senior Social Media Specialist

- **Company:** The University of Rochester
- **Location:** Rochester, NY, United States
- **Experience:** Expert
- **Salary:** $70,600.0 - $105,800.0
- **Contract:** Permanent contract
- **Skills:** Computer Programming, Enterprise Content Management, Microsoft Office, Alwayson, Google Data Studio, Basecamp
- **Published:** July 16, 2026
- **Apply:** https://dejobs.org/x/x/CDDC52F7A7B84709B6FB6F71CD939766/job/

## About the Role

* Bachelor's degree in communications, marketing, journalism, or a related field
 * and 5 years of relevant experience in social media strategy, content leadership, or digital marketing required
 * Or equivalent combination of education and experience
 * Demonstrated experience developing and executing enterprise-level and flagship social media strategies for a complex organization preferred.
 * Strong editorial judgment and storytelling skills preferred.
 * Demonstrated experience leading integrated social media campaigns across multiple stakeholder groups and business objectives preferred.
 * Experience managing social media during high-profile, sensitive, or reputation-impacting situations preferred.
 * Experience advising senior leaders and stakeholders on social media opportunities, risks, and best practices preferred.
 * Experience using social listening, competitive intelligence and audience research to inform strategic decisions preferred.
 * Experience developing content governance frameworks, workflows, and account and/or publishing standards preferred., * Experience in higher education, health care, research, or mission-driven organizations preferred.
 * Familiarity with brand-led, always-on social strategies preferred.
 * Understanding of platform best practices and ability to identify and adapt to emerging tools and priorities preferred.
 * Proficiency in software and project management tools that include, but are not limited to: Microsoft Office Suite, Marq, Sprout, Dunroe, Basecamp and Google Data Studio preferred.
 * Ability to translate organizational priorities into long-term social media plans preferred.
 * Ability to evaluate emerging platforms and recommend institutional adoption strategies preferred.
 * Ability to present recommendations, performance insights and social media guidance to senior leadership preferred.
 * Advanced proficiency in social media analytics, audience segmentation and performance measurement preferred.
 * Ability to develop KPIs and reporting frameworks, and translate analytics into strategic recommendations preferred.
 * Experience establishing social media policies, procedures, governance standards and publishing workflows preferred.
 * Knowledge of social media accessibility, HIPAA compliance and risk management preferred.
 * Experience monitoring social sentiment and ability to identify emerging reputational risks and recommend response approaches preferred.
 * Strategic thinking with strong execution instincts preferred
 * Editorial leadership and content curation preferred
 * Demonstrated skill in cross-functional collaboration and clear communication with senior stakeholders preferred
 * Strong verbal, written and interpersonal communications skills with demonstrated proficiency on writing and editing social content targeted to key audiences preferred.

## Description

Reporting to the Director, Brand Marketing, the Senior Social Media Specialist manages the day-to-day execution of the University's flagship social media channels, translating institutional priorities into compelling, audience-centered content across platforms. The role manages the editorial calendar, social-first content production, content coordination, and content optimization, ensuring social media efforts support the University's brand, reputation, awareness, and recruitment goals.

Working closely with colleagues across University Marketing & Communications and social media partners throughout the University, this position translates enterprise campaigns, priorities, and key initiatives into coordinated, platform-specific social media content and activation plans.

The Senior Social Media Specialist coordinates content production, executes integrated social media campaigns, and manages publishing and channel operations to deliver a consistent, high-quality social media presence.

A highly organized editorial and content operations leader, this role ensures the University's flagship social media channels remain coordinated, audience-focused, and aligned with brand standards, platform best practices, and evolving social media trends., Editorial Strategy, Content Planning & Programming

 * Owns development and management of the flagship social media editorial calendar, ensuring alignment with institutional priorities, campaign objectives, audience needs, and content strategies.
 * Translates enterprise initiatives, brand campaigns, enrollment priorities, research stories, and key University moments into coordinated, platform-specific content plans.
 * Maintains content programming frameworks that balance always-on storytelling, timely and trending content, campaign amplification, audience engagement, and community-building
 * Executes established content pillars, publishing cadence, and narrative arcs to maintain a consistent and strategically aligned social media presence.
 * Identifies opportunities to elevate University strengths and differentiators through proactive storytelling and audience-centered content planning.
 * Establishes workflows, production processes, content standards, and quality-control measures to ensure efficient and effective content development.

Content Production

 * Produces platform-native social media content across text, photography, graphics, and short-form video to support enterprise priorities and campaigns.
 * Writes compelling, audience-focused social media copy tailored to platform best practices, brand voice, and communication objectives.
 * Captures, edits, and publishes photo and video content using mobile and desktop production tools.
 * Creates short-form video content optimized for platforms including Instagram, TikTok, LinkedIn, Facebook, and emerging channels.
 * Adapts existing creative assets into social-first formats that maximize reach, engagement, and audience relevance.
 * Ensures all content meets University brand standards, accessibility requirements, and platform specifications before publication.
 * Identifies opportunities to produce timely, trend-informed, and culturally relevant content while maintaining institutional credibility.
 * Partners with designers, writers, videographers, photographers, and communicators across the enterprise to coordinate content development and maximize storytelling opportunities.

Campaign Integration & Amplification

 * Leads social media activation and execution for major institutional campaigns and initiatives.
 * Develops platform-specific execution plans that adapt enterprise campaign strategies for social media audiences.
 * Partners with brand, advertising, enrollment, communications, content, and digital teams to ensure social media deliverables are executed on time.
 * Adapts campaign messaging and creative assets for social platforms while maintaining consistency with enterprise messaging.
 * Coordinates organic, paid, creator, and community amplification efforts in partnership with internal stakeholders.
 * Supports campaign objectives through effective execution, publishing, and optimization.

Social Channel Management & Audience Engagement

 * Oversees day-to-day management and publishing across flagship social media channels, ensuring content is optimized for platform-specific formats, behaviors, and audience expectations.
 * Maintains channel health, publishing consistency, account governance, and platform best practices.
 * Monitors audience conversations, engagement trends, and community sentiment to identify opportunities, risks, and emerging topics.
 * Coordinates community management efforts and collaborates on response strategies for high-profile, sensitive, or emerging issues.
 * Ensures social media channels remain culturally relevant and responsive to platform trends while maintaining brand integrity and institutional credibility.
 * Identifies opportunities to increase audience engagement, participation, and community connection across channels.

Performance Analytics & Optimization

 * Monitors social media performance and audience behavior across platforms to evaluate content effectiveness and channel health.
 * Identifies actionable insights and optimization opportunities related to content strategy, audience engagement, publishing practices, and platform performance.
 * Develops recurring performance reports and recommendations for leadership and key stakeholders.
 * Monitors key performance metrics and provides recommendations to improve content performance, audience engagement, and channel effectiveness.
 * Utilizes social media management, listening, and analytics platforms to inform decision-making and continuously improve performance.
 * Stays current on platform updates, algorithm changes, and social media best practices and recommends operational adjustments as appropriate.

Other duties as assigned


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