The Social Media Specialist supports the development and execution of social media programs for an assigned institution or brand. The role creates and publishes audience-focused content, maintains social media channels, engages with online communities, and analyzes performance data to support established marketing objectives. Working within brand, compliance, and platform guidelines, the Specialist exercises professional judgment in organizing work, adapting content and methods, and resolving routine to moderately complex issues. The position collaborates with marketing colleagues, campus stakeholders, students, alumni, staff, ambassadors, and external partners. Job responsibilities:Create, edit, gather, and repurpose platform-appropriate written, graphic, photo, and short-form video content for channels such as Facebook, Instagram, TikTok, LinkedIn, and YouTube. Use approved tools and templates while adapting content to audience and platform needs.Maintain assigned social media profiles and execute approved content calendars and campaigns. Schedule and publish content, complete routine quality checks, coordinate timing and dependencies, and help ensure profiles remain current, accurate, accessible, and aligned with brand standards.Monitor assigned channels and respond to comments, questions, and messages in accordance with established response guidelines. Encourage constructive community interaction and escalate sensitive, high-risk, student-specific, legal, compliance, or reputational matters to the appropriate resource.Track social media key performance indicators; prepare recurring reports and initial analyses; identify performance patterns; and recommend practical content, timing, targeting, or workflow adjustments for review by more experienced team members or management.Apply approved brand voice, tone, visual identity, privacy, accessibility, and content standards across digital touchpoints. Identify inconsistencies or content risks and coordinate corrections within established procedures.Coordinate with marketing colleagues, campus staff, faculty, students, alumni, ambassadors, and outside agencies to gather content and support campaigns. Attend selected campus events and visits to capture and promote timely social content.Maintain working knowledge of social platforms and tools, document repeatable practices, share approved guidance with campus contributors, and recommend improvements to content workflows, reporting, and channel execution. 
