Social Media Manager

Reporting to the Director of Marketing Strategy, the Social Media Manager is responsible for creating and leading a comprehensive multiplatform social media strategy for Twin Cities PBS (TPT) that increases awareness of its mission and key strategic priorities and drives audience growth and engagement. The candidate will develop thorough editorial calendars; conceptualize, produce, and edit original marketing content for various social channels; manage social media accounts, including content scheduling, posting, and engagement; monitor the social media landscape; and create and implement reporting best practices. A successful Social Media Manager will be collaborative, innovative, data- and results-driven, deadline-oriented, and passionate about social media trends and emerging technology.

Salary: $80k - $90K Annually (depending on qualifications)

Hybrid Work Environment: Candidates must live in or be willing to relocate to the Twin Cities Metro area.

SOCIAL MEDIA STRATEGY & MANAGEMENT (50% of time)

• Creates and leads the overall social media strategy for TPT in service of brand and organizational mission and goals. 
• Develops and owns a comprehensive social media editorial calendar based on annual marketing plans and priorities. 
• Creates and manages targeted, strategic, and fully integrated social media campaigns for TPT priorities, including broadcast premieres, digital series, and key station initiatives, events, and brands. 
• Advances various objectives including new audience development and brand engagement. 
• Manages social media accounts including Facebook, Instagram, Threads, TikTok, X, YouTube, LinkedIn, etc. 
• Accountable for content scheduling, daily posting, and ongoing community engagement. 
• Develops social listening best practices and training for staff. 
• Serves as a strong partner to content creators in identifying socially optimized assets for cross-platform social media dissemination. 
• Creates and edits assets using tools like Adobe Creative Suite and Canva. 
• Initiates, conceptualizes, produces, and edits original marketing content – including short- and mid-form vertical videos – for social media platforms, aiming to simultaneously educate and inform the audience. 
• Handles social media content production from inception through execution, including written and video components for online distribution. 
• Ensures all creative concepts align with TPT’s mission and values and content is optimized for each platform and audience. 
• Develops creative and innovative ways to engage new and existing audiences. 
• Actively seeks new opportunities to accomplish a variety of marketing goals including video views, website traffic, community engagement, and membership conversion. 
• Creates a defined and measurable approach to diversity and inclusion integration in social media. 
• Manages TPT’s influencer strategy. 
• Defines approach to utilize staff and external content creators as brand ambassadors. 
• Establishes a social media “center of excellence” to ensure brand consistency and cohesion across all TPT digital touchpoints. 
• Communicates with clients and stakeholders regularly and clearly to facilitate workflow, project planning, and execution. 
• Develops, implements, and adheres to a social media budget.

SOCIAL MEDIA REPORTING & ASSESSMENT (25% of time)

• Creates effective social media reporting processes and best practices. 
• Defines social media success metrics including progressive milestones and benchmarks to grow TPT’s social media performance. 
• Continuously tracks performance across all social media platforms. 
• Uses data and analysis to develop actionable insights. 
• Synthesizes data and clearly delivers results to a variety of clients and stakeholders including C-level executives. 
• Stays current on social media trends, best practices, benchmarks, audience preferences, and emerging technologies to determine most appropriate mix of media to promote and present content to audiences.

PEOPLE MANAGEMENT (20% of time)

• Oversees the hiring, staffing, evaluation, overall management, and training of staff. 
• Leads, mentors, inspires, guides, and develops team and staff members throughout their TPT careers.

Required Experience:

• Bachelor’s degree in marketing, communications, or equivalent. 
• 5+ years of demonstrated experience in social media strategy and management in a fast-paced multi-client setting. 
• Demonstrated knowledge and expertise working with all social media platforms (Facebook, Instagram, Threads, X, TikTok, YouTube, LinkedIn, etc.). 
• Experience conceptualizing, producing, and editing original content for diverse social media platforms and digital channels (web and mobile). 
• Experience producing short- and mid-form videos for social platforms like TikTok, Facebook, and Instagram. 
• Ability to adapt writing tone and style to fit the needs of different social platforms and audiences. 
• Experience with social listening and community engagement/management. 
• Expertise with social media management platforms like Sprout and Hootsuite. 
• Expertise with graphic design tools like Adobe Creative Suite and Canva and video editing software. 
• Proficient with website content management systems (CMS) like Wordpress. 
• Proficient with Microsoft Office applications including Outlook, Word, Excel, and PowerPoint. 
• Experience with project management software like Robohead, Asana, and Basecamp. 
• Experience managing and leading other team members.

Preferred Experience:

• Advanced degree or certificates in marketing, communications, social media, or equivalent. 
• On-camera experience with social and digital content.

Knowledge, Skills and Abilities:

• Strong organizational and time management skills.
• Able to multitask in a fast-paced, time sensitive environment. 
• Excellent verbal and written communication skills. 
• Strong storytelling skills for an online audience. 
• Understanding of social media reporting with expert ability to communicate metrics, results, and actionable insights in a clear, concise, and constructive way. 
• Ability to work collaboratively and communicate effectively with all team members. 
• Strong relationship-building skills across a wide range of groups, functions, and leadership levels. 
• Demonstrated ability in solving complex problems with multiple stakeholders. 
• Strong project management skills using team processes and project management software. 
• Demonstrated ability to embrace constructive feedback and utilize that feedback to improve work. 
• Positive “can do” attitude. 
• Growth mindset towards challenges and new opportunities.