Social Media Specialist

Social Media Specialist

The Social Media Specialist/Coordinator is responsible for developing and executing a comprehensive social media strategy that advances Athens State University's goals related to audience engagement, brand awareness, and enrollment growth. This role will manage the University's primary social media channels while coordinating a network of campus partners and brand ambassadors to ensure a cohesive, consistent, and compelling institutional voice across all platforms.

Essential Functions:

• Strategy & Planning: Develop and implement a strategic, data-informed social media plan aligned with institutional priorities, including enrollment marketing, student engagement, and brand positioning.
• Content Development & Execution: Create, curate, and publish engaging, platform-appropriate content (text, graphics, photography, and video) across university social media channels. Collaborate with internal stakeholders to highlight academic programs, student success stories, faculty expertise, and campus events. Maintain a consistent brand voice, tone, and visual identity across all platforms.
• Audience Engagement & Community Management: Actively monitor social media channels, responding to comments, messages, and mentions in a timely and professional manner. Foster meaningful engagement with prospective students, current students, alumni, and community stakeholders. Identify opportunities for real-time content and storytelling.
• Enrollment Marketing Support: Partner with Admissions and Enrollment teams to support recruitment campaigns through targeted and organic social media efforts. Assist in developing campaigns that drive inquiries, applications, and campus visits. Utilize paid social media advertising to support enrollment goals, as appropriate.
• Campus Coordination & Brand Ambassador Program: Serve as the primary liaison for social media efforts across campus departments and programs. Develop guidelines, training, and resources to support decentralized social media account managers. Coordinate and manage a network of student and/or staff brand ambassadors to expand the reach and authenticity of content. Ensure alignment with institutional branding and messaging standards.
• Analytics & Reporting: Track, analyze, and report on social media performance using platform analytics and third-party tools. Provide regular insights and recommendations to improve engagement, reach, and conversion. Present performance reports to leadership and key stakeholders.

Qualifications Required:

• Bachelor's Degree from an accredited college in marketing, public relations, advertising, graphic design, journalism, or a related field.
• Experience planning and coordinating social media marketing strategies for an organization or brand (higher education experience preferred).
• Demonstrated experience creating engaging content across multiple platforms (e.g., Instagram, Facebook, LinkedIn, YouTube, TikTok, X).
• Strong written and verbal communication skills.
• Knowledge of social media analytics and reporting tools.

Other Qualifications and Job Requirements:

• Experience in higher education marketing or enrollment marketing.
• Experience managing or contributing to paid social media campaigns.
• Basic photography, videography, and graphic design skills (e.g., Adobe Creative Suite, Canva).
• Knowledge of Microsoft Office (Word, Excel, PowerPoint, Outlook) and basic use of office equipment.
• Ability to work with a variety of constituents, including outside vendors.
• Ability to oversee and manage numerous projects and meet strict deadlines.
• Ability to multitask with exceptional organizational skills.
• Excellent proofreader and careful attention to detail.
• Ability to work flexible hours because the responsibilities of this position may require attendance at various events and meetings, the daily schedule may vary and include nights and weekends.

Working Conditions:

• 75% of time spent sitting and/or standing.
• May occasionally need to spend time in low postures such as crouching or kneeling.
• Occasionally tasked with moving from one worksite to another.
• Must be able to occasionally adjust or move objects up to 20 pounds in all directions.
• Frequently communicates with others to exchange information.
• Frequently tasked with repeating motions that may include wrists, hands, and/or fingers.
• Frequently uses a computer to create, edit, and review digital content.
• May occasionally work outdoors for campus events.
• Occasionally tasked with working after hours, including nights and weekends.