Senior Social Media Specialist

Senior Social Media Specialist

As a community, the University of Rochester is defined by a deep commitment to Meliora - Ever Better. Embedded in that ideal are the values we share: equity, leadership, integrity, openness, respect, and accountability. Together, we will set the highest standards for how we treat each other to ensure our community is welcoming to all and is a place where all can thrive.

Job Location: 220 Hutchison Rd, Rochester, New York, United States of America, 14627

Opening: Regular

Time Type: Full time

Scheduled Weekly Hours: 40

Department: 100027 Ofc University Mkting & Comms

Work Shift: UR - Day (United States of America)

Range: UR URG 112

Compensation Range: $70,600.00 - $105,800.00

The referenced pay range represents the minimum and maximum compensation for this job. Individual annual salaries/hourly rates will be set within the job's compensation range, and will be determined by considering factors including, but not limited to, market data, education, experience, qualifications, expertise of the individual, and internal equity considerations.

Responsibilities

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.

Essential Functions

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

Minimum Education & Experience

• 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.

Knowledge, Skills and Abilities

• 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