<p>OVERVIEW:<br /><br />As a member of the Carlson School’s Communications Group, the Social Media Specialist is responsible for managing the Carlson School’s use of social media. Functional areas of responsibility include strategic direction of the school’s use of social media, serving as a voice for the school’s use of social media, strategic and tactical involvement in marketing communications, monitoring/measurement, and ensuring consistent execution of the Carlson School’s mission and brand. This is a position that will report to the Chief Storyteller and work closely with the Director of Strategic Communications, Communications Group colleagues marketing personnel from programs and departments throughout the Carlson School, the Office of the Dean, Carlson School faculty, and outside vendors to support the growth and development of the School’s social media engagement. </p><p> </p><p>Strategic Direction (25%): <br /><br />Develop and support social media and digital media strategies that support the Carlson School brand as well as sub-brands including programs, departments, faculty, centers, and institutes. This responsibility will include, but not be limited to, introduction of “best practices,” monitoring of social media practices conducted by peer institutions, advising on digital advertising annual media buys and subsequent performance analytics and measurement, managing digital advertising campaign relationship with external agencies and internal counterparts, and staying abreast of emerging digital media outlets and related technologies. The position will actively monitor social media and digital media activities conducted by the Carlson School and provide ongoing advice and feedback, establish standards, and serve as a catalyst to improve the School’s social media and digital media performance.<br /><br />Community Management (15%):<br /><br />Serve as a consistent voice for school wide use of social media and digital advertising. This includes live tweeting, responding to topics, live chats, promoting school-wide initiatives, pitching stories to the media via Twitter and other emerging social media channels, jumping into applicable real-time conversations that are relevant to the Carlson School brand and faculty research, etc. In this regard, the position will attend Carlson School conferences and other special events and actively engage in high profile topics and/or emerging issues.<br /><br />Create Social Media and Digital Media Content (20%):<br /><br />Generate, edit, optimize, publish and share daily content that builds meaningful connections and encourages community members to take action. Includes partnering with external agencies for advertising creative, graphic designer for graphic needs, writer for article and blog needs, manager of School Relations for media pitching on social media, as well as videographer/photographer for visual content. Should be familiar with developing, managing, art directing and optimizing video content (production to completion) for all digital use.<br /><br />Monitoring/Measuring/Reporting (20%):<br /><br />Monitor social media discussions and report on emerging perceptions regarding the Carlson School brand. In particular, this position will be asked to monitor social media outlets for concerns, questions, rumors and accuracy of information pertaining to the digital advertising campaign, or a crisis or developing issue involving the Carlson School. This position will also actively measure and report on the effectiveness social media campaigns, individual messages among communities, constituent participation, and other key performance indicators. Develop measurement tools to evaluate the effectiveness of our social media efforts. Actively share information gleaned from social media and digital media activities with other members of the Communications Group and openly support the importance of integrating all functional areas within the Communications Group.<br /><br />Marketing/Communications Group Integration (10%):<br /><br />Participate, advise and engage in efforts to craft marketing campaigns with programs and departments throughout the school. Such responsibilities will be conducted in concert with the Client Services team, School Relations team, and Web Team, and will include both strategic and tactical direction as well as hands-on implementation. Actively share information gleaned from social media and digital media activities with other members of the Communications Group and openly support the importance of integrating all functional areas within the Communications Group. <br /><br />Brand stewardship (10%):<br /><br />Ensure that the Carlson School visual identity, style guide, and brand voice are consistently and strategically applied in all social media and digital media activity. Serve as an advocate for the proper management of the Carlson School brands across the School's various programs, academic departments, and centers. Coach internal partners on brand standards and social strategies. This involves co-leading and facilitating a social media user group at the University level.</p>
<p>*MINIMUM / ESSENTIAL QUALIFICATIONS:</p><ul><li>Bachelor degree</li><li>Minimum two years of professional experience in social media, digital marketing and/or public relations. </li><li>Demonstrated ability to create, implement and optimize a marketing strategy.</li><li>Technical skills to create, practice or leverage social media tools.</li><li>A strong reputation for integrity and high personal ethics.</li><li>Demonstrated experience:<ul><li>Strategic leadership and strategic alignment of communications programs</li><li>Relationship building: Effectively working across organizational lines; forming productive alliances; and influencing others</li><li>Understanding of communications, marketing, and branding principles</li><li>Attention to detail</li></ul></li><li>Skills:<ul><li>Excellent communication skills (verbal, listening writing, and proofing)</li><li>Strong project management skills and ability to balance multiple projects simultaneously</li><li>Ability and willingness to work at a fast pace</li><li>Strong customer service orientation</li><li>Ability to quickly master new technologies</li><li>Ability to jump from the creative side of communication to the analytical side</li><li>Experience working with, and anticipating the needs of, senior management</li></ul></li></ul><p>*PREFERRED QUALIFICATIONS / SELECTION CRITERIA:</p><ul><li>Five or more years of professional business experience with increasing communications responsibilities. </li><li>Demonstrated experience:<ul><li>Ability to develop, communicate, and execute strategies with clear metrics of success</li><li>Familiarity with academic environments, especially business schools</li><li>Managing external vendors</li></ul></li><li>Experience working for a public relations, advertising or marketing agency.</li></ul>
Internal Number: 324346
About University of Minnesota, Twin Cities
The University of Minnesota, founded in the belief that all people are enriched by understanding, is dedicated to the advancement of learning and the search for truth; to the sharing of this knowledge through education for a diverse community; and to the application of this knowledge to benefit the people of the state, the nation, and the world.