Social Media Specialist

USA TODAY Co.

55d • $73,000 - $90,000 • Remote

About The Position

USA TODAY is looking for a high-energy, audience-focused Social Media Specialist with journalism experience (required) to monitor and advise on the performance and innovation of USA TODAY’s social media portfolio. The ideal candidate is passionate about preserving the future of news through innovative storytelling and engagement experiences. This role is right for you if you’re constantly monitoring the latest trends in social media and emerging platforms, including in the creator industry, and love to experiment and innovate. As a key strategic leader on the new USA TODAY audience team, you will combine expertise in social media strategy, data analytics, and platform insights to grow audience and discoverability, deepen engagement, and support new revenue opportunities. You will lead audience-focused experimentation across social media, testing new approaches, formats, and engagement strategies that drive measurable growth. We’re looking for someone who can anticipate and respond to shifts in platform trends and audience behavior, continually refining strategy while ensuring the consistency of our brand voice and identity across our portfolio of accounts. In this role, you will also help strengthen audience engagement across the newsroom by coaching journalists on effective social media practices that build trust and loyalty. The successful candidate will be a collaborative, strategic thinker who can work across divisions and translate company-wide priorities into clear, actionable plans for the newsroom. In addition, you will actively represent USA TODAY in strategic conversations with industry and platform partners. Help us ensure the future of journalism is strong and that our newsroom continues to evolve to meet the needs of a growing digital audience.

Requirements

• Bachelor's or master's degree in communications, journalism, marketing or related field or equivalent combination of education and experience.
• 5+ years of experience in digital journalism or newsroom leadership, including experience in a digital, print, or television news organization. Journalism experience is mandatory.
• 3-5 years of experience in analytics, with a preference for content analytics.
• A proven passion and experience with storytelling via social media, with expertise in platforms such as Reddit, Discord, WhatsApp, Instagram, TikTok, X, Facebook, YouTube, Threads and more.
• Strong knowledge of the digital media and creator landscape and the role social media plays in audience engagement, discoverability, retention, and revenue.
• Ability to independently manage priorities and execute across competing demands.
• A collaborative spirit, able to lead not only direct reports but peers across the organization and a passion for coaching others.
• Strong business judgment and the ability to align editorial work with audience and organizational goals.
• Experience using AI and automation to enhance journalism, social media or production workflows.
• Proficiency with Google Analytics, Parse.ly, or similar analytics platforms.
• Expertise in platform-specific data tools such as Meta, YouTube, TikTok, Reddit, and X is required.
• Excellent communication skills, both written and verbal, to effectively convey findings and recommendations to diverse stakeholders.
• Familiarity with news products and journalism and understanding of media analytics and ethics.

Nice To Haves

• Experience with third-party distribution tools like Hootsuite, True Anthem or Echobox is preferred.

Responsibilities

• Lead USA TODAY’s social media strategy, working with USA TODAY leaders and the broader USA TODAY audience team to assess our portfolio and performance, develop audience journeys and drive innovation.
• Help USA TODAY develop a cohesive brand identity/style of our journalism on social media and pair content to meet user needs.
• Develop strategies that encompass the entire audience journey, thinking about every action we want a user to take with us.
• Assist newsroom in troubleshooting social media issues and represent USA TODAY in strategic conversations with industry, influencer and platform partners.
• Monitor performance, identify growth opportunities, and lead experiments in partnership with content strategy.
• Translate data points into actionable insights. The right candidate deeply understands data tools and knows how to apply their analytical mindset to content.
• Adapt platform strategy in real time to deliver timely, relevant experiences during breaking news and major events.
• Partner across divisions to improve social media revenue and consumer retention.
• Collaborate with AI leads to test and implement tools that strengthen workflow efficiency.
• Coach journalists on social media and engagement best practices and lead training for reporters, visuals journalists, and editors.
• Balance and execute editorial and business priorities while keeping audience needs and broader organizational goals at the center of every decision.

Benefits

• USA TODAY Co., Inc. is a proud equal opportunity employer committed to building and maintaining a diverse workforce.
• As such, we will consider all qualified applicants for employment and do not discriminate in connection with employment decisions on the basis of an applicant or employee’s race, color, national origin, ethnicity, ancestry, citizenship status, sex, gender, gender identity, gender expression, religion, age, marital status, personal appearance (including height and weight), sexual orientation, family responsibilities, physical or mental disability, medical condition, pregnancy status (including childbirth, breastfeeding or related medical conditions), education, genetic characteristics or information, political affiliation, military or veteran status or other classifications protected by applicable federal, state and local laws in the jurisdictions where USA TODAY Co. employs employees.
• In addition, USA TODAY Co., Inc. will provide applicants who require a reasonable accommodation, as a result of an applicant’s disability or religion, to complete this employment application and/or any other process in connection with an individuals’ application for employment with USA TODAY Co., Inc.
• Applicants who require such accommodation should contact USA TODAY Co., Inc.’s Recruitment Department at [email protected].
• Applicants must be authorized to work in the applicable location.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: Associate degree