Senior Social Media Specialist

University of Rochester • Goodwell, OK

11d • $70,600 - $105,800 • Onsite

About The Position

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

Working with University Marketing & Communications colleagues and social media partners across the University, the specialist turns enterprise campaigns, priorities, and initiatives into coordinated, platform-specific content and activation plans. The role coordinates content production, executes integrated campaigns, and manages channel operations to maintain a consistent, high-quality social media presence aligned with brand standards, audience needs, platform best practices, and evolving social media trends.

The position is full time, with 40 scheduled hours per week, and is based at 220 Hutchison Road in Rochester, New York. The stated compensation range is $70,600 to $105,800. The role works the University’s day shift.

Requirements

• Bachelor’s degree in communications, marketing, journalism, or a related field, or an equivalent combination of education and experience.
• Five years of relevant experience in social media strategy, content leadership, or digital marketing, or an equivalent combination of education and experience.
• Strong verbal, written, and interpersonal communication skills, including demonstrated proficiency in writing and editing social content for key audiences.

Nice To Haves

• Demonstrated experience developing and executing enterprise-level and flagship social media strategies for a complex organization.
• Strong editorial judgment and storytelling skills.
• Experience leading integrated social media campaigns across multiple stakeholder groups and business objectives.
• Experience managing social media during high-profile, sensitive, or reputation-impacting situations.
• Experience advising senior leaders and stakeholders on social media opportunities, risks, and best practices.
• Experience using social listening, competitive intelligence, and audience research to inform strategic decisions.
• Experience developing content governance frameworks, workflows, and account or publishing standards.
• Experience in higher education, health care, research, or mission-driven organizations.
• Familiarity with brand-led, always-on social strategies.
• Understanding of platform best practices and ability to identify and adapt to emerging tools and priorities.
• Proficiency with software and project management tools such as Microsoft Office Suite, Marq, Sprout, Dunroe, Basecamp, and Google Data Studio.
• Ability to translate organizational priorities into long-term social media plans.
• Ability to evaluate emerging platforms and recommend institutional adoption strategies.
• Ability to present recommendations, performance insights, and social media guidance to senior leadership.
• Advanced proficiency in social media analytics, audience segmentation, and performance measurement.
• Ability to develop KPIs and reporting frameworks and translate analytics into strategic recommendations.
• Experience establishing social media policies, procedures, governance standards, and publishing workflows.
• Knowledge of social media accessibility, HIPAA compliance, and risk management.
• Experience monitoring social sentiment, identifying emerging reputational risks, and recommending response approaches.
• Strategic thinking with strong execution instincts.
• Editorial leadership and content curation.
• Demonstrated skill in cross-functional collaboration and clear communication with senior stakeholders.

Responsibilities

• Develop and manage the flagship social media editorial calendar in alignment with institutional priorities, campaign objectives, audience needs, and content strategies.
• Translate enterprise initiatives, brand campaigns, enrollment priorities, research stories, and key University moments into coordinated, platform-specific content plans.
• Maintain content programming frameworks and execute established content pillars, publishing cadence, and narrative arcs.
• Identify proactive storytelling opportunities that elevate University strengths and differentiators.
• Establish workflows, production processes, content standards, and quality-control measures.
• Produce platform-native social media content using text, photography, graphics, and short-form video.
• Write audience-focused social media copy tailored to platform best practices, brand voice, and communication objectives.
• Capture, edit, and publish photo and video content using mobile and desktop production tools.
• Create short-form video optimized for Instagram, TikTok, LinkedIn, Facebook, and emerging channels.
• Adapt existing creative assets into social-first formats and ensure content meets University brand standards, accessibility requirements, and platform specifications.
• Identify timely, trend-informed, and culturally relevant content opportunities while maintaining institutional credibility.
• Coordinate content development with designers, writers, videographers, photographers, and communicators across the University.
• Lead social media activation and execution for major institutional campaigns and initiatives.
• Develop platform-specific campaign execution plans and adapt campaign messaging and creative assets for social platforms while maintaining enterprise messaging consistency.
• Partner with brand, advertising, enrollment, communications, content, and digital teams to deliver social media work on time.
• Coordinate organic, paid, creator, and community amplification with internal stakeholders; support campaign objectives through execution, publishing, and optimization.
• Oversee day-to-day publishing and management of flagship social media channels, maintaining channel health, publishing consistency, account governance, and platform best practices.
• Monitor audience conversations, engagement trends, and community sentiment to identify opportunities, risks, and emerging topics.
• Coordinate community management and collaborate on response strategies for high-profile, sensitive, or emerging issues.
• Identify opportunities to increase engagement, participation, and community connection while keeping channels culturally relevant and protecting brand integrity and institutional credibility.
• Monitor social media performance and audience behavior to evaluate content effectiveness and channel health.
• Identify and recommend improvements to content strategy, audience engagement, publishing practices, and platform performance.
• Develop recurring performance reports and recommendations for leadership and stakeholders; monitor key metrics and recommend ways to improve results.
• Use social media management, listening, and analytics platforms to inform decisions and continuously improve performance.
• Stay current on platform updates, algorithm changes, trends, and best practices, and recommend operational adjustments.
• Perform other duties as assigned.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior