Social Media Officer

Department: Digital Engagement and Marketing

This position is represented by the agreement between the Professional Staff Association and the University of Guelph

If you are a current employee of the University of Guelph you must apply on the internal Career Page in order to be considered as an internal applicant. 
 SuccessFactors: Career Opportunities (sapsf.com) 

General Purpose

The Social Media Officer is responsible for developing the content marketing strategy for the University’s central social media accounts. This role is also responsible for leading all social media initiatives and training across campus to all stakeholders. The Social Media Officer works closely with the Communications & Marketing team to lead and develop all digital marketing campaigns. The Social Media Officer will use their ingenuity and analytical expertise to create content that supports the University’s strategic marketing and communication plans. They will run reports through analytics tools to analyze metrics and content performance to identify opportunities for optimization for the whole campus. This role will manage the Social Media Ambassadors and guide them to produce content that aligns with the University’s social strategic plan.

Duties and Responsibilities

The Social Media Officer acts as the lead and first point of contact for our community and proactively identifies and distinguishes the severity of issues. They will collaborate with the Social Media & Marketing Manager and the wider team to ensure issues are addressed and escalated as necessary. This role will be responsible for community engagement and user retention by actively engaging with our audience, responding to queries using their knowledge of the institution and acumen for customer service.

General duties of the Social Media Officer (in addition to the above mentioned):

• Work with the Manager, Social Media & Marketing, the Officer leads an annual communications and marketing calendar, solicits content from University stakeholders, and actively promotes content in support of the institution’s reputation and recruitment goals.
• As the lead and first point of contact for all social media engagements, the Officer triages or responds and proactively communicates with the community.
• Act as the community manager, the Social Media Officer is the gatekeeper responsible for online voice and tone, and uses institutional knowledge and acumen to ensure the University is spoken for in an appropriate and respectful manner
• Design and create content using various applications including InDesign, Illustrator, Photoshop, and Canva and video editing applications including Premiere Pro and CapCut
• Schedule and monitor content, research and fact-check to ensure accuracy, alignment and brand standards
• Write for various audiences and synthesizes information into clear, concise and compelling stories
• Use data and analytics to optimize content for social channels; runs reports to inform content updates and determine future content strategies.
• Use social listening to report on activity related to the University. Actively engage in issues management by identifying issues and address or escalate as necessary.
• Analyse and evaluate concerns or questions using discretion, advise and provide oral and/or written information relating to university matters as appropriate. Ensure that matters requiring attention have been dealt with and/or that appropriate follow up has been completed.
• Attend University events for live coverage and actively posts content for emerging or ad hoc announcements.
• In collaboration with the Marketing team, create social media content and communications strategies and tactics to deliver on objectives
• Manage the management of the University’s enterprise social media tool – Sprout Social and provides training to campus partners
• Develop a digital community management strategy in coordination with stakeholders across campus.
• Develop and manage the University content calendar and work in collaboration with internal and external campus partners to ensure content reflects and supports the entire campus and key initiatives/campaigns.
• Remain current on the trends, technologies, issues, demands and approaches of communicating through social media channels and steer the social media strategies to align with ever-changing best practices.
• Monitor effective benchmarks for measuring the growth of online communities and analyze, review and report on effectiveness of content and campaigns.
• Provide updates and recommendations to the Manager, Social Media & Marketing to ensure social media results are on target to deliver on objectives.
• Assist with competitive analysis research and investigation of digital tools to meet emerging needs.
• Develop the strategic overview for all content for the communication and marketing team as well as the campus.
• Define best practices for content creation such as video, photo and copy editing.
• Lead the content creation for all paid ad campaigns.
• Attend key University events to capture engaging content for social channels
• Manage a team of social media ambassadors to guide content that aligns with U of G brand and initiatives
• Collaborate with campus partners to create and/or curate social media content that align with the University’s strategic goals.

Requirements

• An Undergraduate Degree in Marketing, Communications, or similar field of study and three (3) years’ experience managing social media in an enterprise system, preferably in a post-secondary environment, or an equivalent combination of education and experience
• Knowledge of local business community, and related issues and challenges
• Superior interpersonal communication skills, including effective relationship building and experience working with individuals in positions of authority
• Ability to think and act quickly and effectively under pressure, exercising tact, diplomacy, discretion and good judgment
• Understanding of potential of social media, internet communications and web sites
• Strong design and video editing skills
• Experience managing social media sites and writing articles/blog posts
• Exemplary written and oral communication skills
• Ability to multi-task
• Excellent computer skills (word processing, spreadsheets, access databases, presentations, web, social media)
• There will be an expectation that the successful candidate be able to work on site with the possibility of some remote work

Employee Type: Regular 
Position Number: 10390052 
Classification: P&M FT- Band 03    
Professional/Managerial Salary Bands 

*Tentative evaluation; subject to committee review.

At the University of Guelph, fostering a culture of inclusion is an institutional imperative. The University invites and encourages applications from all qualified individuals, including from groups that are traditionally underrepresented in employment, who may contribute to further diversification of our Institution.

Posting Date:  10/28/2024  
Closing Date:  11/11/2024