Manager, Social Media and Communications

Prairie View A&M University•Prairie View, TX

3d•Onsite

About The Position

Under the direction of the Executive Director of Marketing and Communications, the Manager of Social Media and Communications leads Prairie View A&M University's social media and digital communications efforts. This position is responsible for developing and executing social media strategies; creating multimedia content; managing official university social media channels; engaging key audiences; and measuring performance to advance institutional priorities, strengthen brand awareness, and enhance the university's reputation. The Manager serves as the university's lead social media strategist and content creator, producing platform-specific content that includes written posts, photography, graphics, short-form video, reels, stories, and other digital media assets. The position develops and executes content strategies that increase audience engagement, grow digital communities, and elevate the visibility of the university's programs, people, achievements, and initiatives. Working closely with the Associate Director of Web Services, the Manager of Publication Services, Media Relations staff, Creative Services staff, and campus partners, this position ensures that university stories and messages are effectively adapted and distributed through social and digital channels. The Manager is responsible for maintaining a strong, consistent, and engaging presence across the university's social media platforms while supporting broader marketing and communications objectives.

Requirements

Bachelor’s degree
Three years of related experience in digital marketing or social media.
Knowledge of word processing, and spreadsheet applications
Ability to multitask and work cooperatively with others.
Effective written and verbal communication skills.
Proficiency in content creation, analytics interpretation, and campaign management.
Comprehensive understanding of top social media platforms.
Familiarity with different types of social media content.

Nice To Haves

Bachelor’s degree in marketing, Communications, Public Relations, Journalism, Digital Media, or a related field.
Three or more years of progressively responsible experience in digital marketing, social media management, or strategic communications, preferably in higher education, government, nonprofit, or similarly complex organizations.
Demonstrated experience developing and executing multi-platform social media strategies that support organizational goals, brand awareness, audience engagement, and reputation management.
Advanced proficiency with content creation tools, social media management platforms, and analytics software, with the ability to interpret data and translate insights into actionable strategies.
Strong knowledge of current and emerging social media platforms, trends, algorithms, and best practices, including audience targeting and engagement techniques.
Experience creating a variety of social media content, including video, photography, graphics, short-form and long-form written content, and live event coverage.
Proven ability to manage multiple projects simultaneously, prioritize competing deadlines, and adapt to a fast-paced environment.
Excellent written, verbal, and interpersonal communication skills, with the ability to tailor messaging to various audiences.
Experience supervising student workers, interns, or professional staff and coordinating content across multiple departments or stakeholders.

Responsibilities

Develop and execute the university's comprehensive social media strategy.
Manage official university social media channels and maintain a consistent brand presence across platforms.
Create original content including written posts, photography, graphics, short-form videos, reels, stories, and other digital assets.
Produce platform-specific content optimized for Instagram, Facebook, LinkedIn, TikTok, X, YouTube, and emerging platforms.
Maintain social media editorial calendars and publishing schedules aligned with institutional priorities.
Provide real-time content creation and coverage of university events, initiatives, announcements, and major milestones.
Create basic graphic design and video content using industry-standard and emerging creative tools.
Utilize AI-assisted technologies and digital tools to improve content production and audience engagement.
Develop and execute digital communications campaigns that support enrollment, advancement, fundraising, student success, university events, and strategic initiatives.
Collaborate with campus partners to identify opportunities for digital storytelling and audience engagement.
Adapt institutional content and messages into engaging social-first formats.
Support integrated marketing and communications campaigns through digital content creation and channel management.
Coordinate digital communications efforts across multiple audiences and platforms.
Monitor and manage engagement across university social media channels.
Foster meaningful interaction with students, prospective students, alumni, faculty, staff, donors, parents, and community stakeholders.
Monitor audience sentiment and identify opportunities to strengthen engagement and brand advocacy.
Coordinate responses to social media inquiries and collaborate with campus partners to address issues and concerns.
Support crisis and emergency communications efforts through university social media platforms as needed.
Establish and monitor key performance indicators (KPIs) for social media and digital communications initiatives.
Analyze engagement, reach, impressions, audience growth, referral traffic, and campaign results.
Prepare regular performance reports and recommendations for leadership.
Use analytics and audience insights to optimize social content, campaigns, and engagement strategies.
Supervise student workers, interns, and other personnel assigned to social media functions.
Manage content workflows, project timelines, and production schedules.
Maintain social media policies, procedures, and best practices.
Perform other duties as assigned.