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Working/Functional Title

Social Media Manager

Position Summary

The Social Media Manager provides day-to-day management of specialized social media properties that align with Advancement priorities and goals; plans, coordinates, aggregates, and/or produces and posts content for social communications; and establishes monitoring and measurement to gauge effectiveness. The Manager shapes marketing efforts in our social platforms to build vibrant connections with Spartans worldwide. Identifies ways in which social media communications can help drive engagement; plans and posts content to assist in effective community building and engagement; assists with creating, monitoring, and executing alumni and donor communications. Work with the Alumni Office and Digital Marketing teams to forecast, monitor, and report on meaningful engagement, content performance, and campaign outcomes. The manager is an integral member of the UA Creative Strategies team, serving as the guide for our social strategy, which includes the management of a content calendar and the oversight of voice and presence on @MSUAlumni and @TheRealSparty accounts.

Characteristic Duties and Responsibilities:

Social Media Management

• Provides day-to-day management and support for specialized social accounts, including @MSUAlumni and @TheRealSparty
• Plans, coordinates, aggregates, and/or produces and posts content for social communications, ensuring steps are taken to enhance accessibility
• Establishes appropriate monitoring and measurement protocols to gauge social media communication effectiveness
• Coordinates with the Digital Marketing Team to track and regularly report on social media results and campaign outcomes
• Regularly reviews strategies guiding management of properties, manages and recommends adjustments to improve effectiveness based on data and insights
• Establishes, monitors, and maintains a consolidated social media content calendar to aid with planning and promotion
• Build, adjust, and maintain a strategy for University Advancement's social campaigns supporting programs, giving, events, etc.
• Manages Advancements social media accounts, including Facebook, Twitter, LinkedIn, Instagram, and YouTube, to meet University Advancement goals
• Plans, coordinates, aggregates, and/or produces and posts content across social media networks to connect with and engage alumni and donor audiences around the world
• Keeps a pulse on the ever-changing social media landscape, industry news, and topic and content trends; identifies and shares emerging trends, topics, and content ideas for use on social media accounts

Community and Capacity Building

• Develops and leads UA social media and content planning committees with representatives from MSU Alumni Marketing and Communications and University Advancement Marketing and Communications
• Collaborates with campus partners and supports cross-university social media group
• Gathers and curates user-generated content that supports Advancement initiatives
• Consults with alumni club volunteers to improve engagement within their social channels

Issues and Crisis Communications

• Identifies ways in which social media communications can build trust, foster engagement, and/or effectively address issues; plans, coordinates, aggregates, and/or produces and posts content to assist in effective issues communication
• Assists with creating, monitoring, and executing emergency and crisis communications activities and contingency planning
• Works with crisis/issues and social listening teams to forecast, monitor, and help track emerging issues, community issues, and ongoing issues/crises

Communication/Interpersonal Relationships