Social Media Manager

Overview:
The Social Media Manager will be part of a fast-paced team of digital marketing and communications professionals. Reporting to the Associate Director, Digital Communications, they are responsible for the tactical management of the University of Waterloo’s main social media channels, including the management of an integrated content calendar, coordination of campus social media leads, and the creation and post content optimization of our digital channels.

In addition, the Social Media Manager is responsible for the planning, development, execution and evaluation of the University of Waterloo’s social media content strategy to enhance the University’s public reach, community engagement and reputation. They also play a key role on the Emergency Response Communications team and supporting the Media Relations and Issues Management team.

**Responsibilities**:
Digital Strategy and Planning
- Work with the Associate Director, Digital Communications to create the organic social media and communications strategies and set a tactical plan to deliver on objectives.
- Develop and execute a digital community management strategy in coordination with stakeholders across campus.
- Develop and manage the University of Waterloo’s social media content calendar and work in collaboration with internal and external campus partners to ensure content reflects and supports our entire campus and key initiatives/campaigns.
- Assist the Associate Director, Digital Communications in the management of the University’s enterprise social media tools, Emplifi and Digimind.
- 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.

Content creation
- Manage community engagement on all central University social media properties - Facebook, Twitter, Instagram, TikTok, WeChat, LinkedIn and others as required.
- Write, edit, manage, and schedule all social media related content for central University accounts.
- Work with the Associate Director, Digital Communications, and other campus stakeholders to ensure accuracy, consistency and integration of social content with key messaging.
- Attend key campus events and generate content including live coverage, photography and videos, to engage the University of Waterloo community in a meaningful and impactful way.
- Create, manage, and promote visual assets (i.e., photography, social graphics) to support posts for stories, campaigns and events.
- Maintain and develop relationships with our online /social community (individuals, groups, etc. who share a connection and affinity with the University of Waterloo)
Identify opportunities for social media marketing/influencer marketing

Reporting and analysis
- Monitor effective benchmarks for measuring the growth of the online community and analyze, review and report on effectiveness of content and campaigns.
- Provide updates and recommendations to the Associate Director, Digital Communications to ensure social media results are on target to deliver on objectives.
- Provide feedback to the Associate Director, Digital Communications and other UR team leads on the impact of content using data-driven analysis.
- Regularly scan online media and social networks for key information and social trends and inform the Associate Director, Digital Communications.

Issue and Crisis management
- Is a member of the Emergency Response Communications team and plays a key role to ensure the Media Relations and Issues Management team and University leadership is fully aware of issues happening online in real-time.
- Provide feedback of insights gained from community monitoring and support the Media Relations and Issues Management team for social conversation around issue or crisis management topics.
- Provide expert opinion to effectively counsel colleagues on the optimal approach to social media issue or crisis response and public messaging.

Quality control and branding
- Responsible for ensuring that University of Waterloo brand standards, messaging and style guidelines are consistent in all social media communications.
- Ensure excellence and consistency in social media communications
- Coach campus social media leads on branding and best practices for UWaterloo social media accounts as outlined by the social media strategy and guidelines.
- Ensure responsive, professional, on-brand and on-strategy communications on an ongoing basis

Qualifications:

- Bachelor’s degree in a related field
- 5+ years of social media management experience with a proven record of developing community engagement strategies and creating content for a variety of social media platforms.
- 3+ years supporting issues management and/or crisis communications
- Skilled design experience with creative design software, video production and editing, photography and digital content creation.
- Proven experience in remaining engaged and