About UMass Amherst
The flagship of the Commonwealth, the University of Massachusetts Amherst is a nationally ranked public land-grant research university that seeks to expand educational access, fuel innovation and creativity, and share and use its knowledge for the common good. Founded in 1863, UMass Amherst sits on nearly 1,450-acres in scenic Western Massachusetts and boasts state-of-the-art facilities for teaching, research, scholarship, and creative activity. The institution advances a diverse, equitable, and inclusive community where everyone feels connected and valued—and thrives, and offers a full range of undergraduate, graduate and professional degrees across 10 schools and colleges, and 100 undergraduate majors. We believe every member of our university community can contribute to our ongoing success by striving for the highest level of excellence as we seek breakthrough solutions to mounting environmental, social, economic, and technological challenges in our world.
Job Summary
The Executive Director of Social Media is a strategic leadership role responsible for overseeing the development, implementation, and optimization of highly strategic and innovative digital content across various social media and online platforms for the university and the Chancellor. The position plays a lead role in reputation management for the institutional social channels and the Chancellor’s social platforms, ensuring alignment with values, goals, and overall brand image. The role is responsible for leading the social media team, fostering a collaborative and innovative work environment through regular onsite engagement, including in-person team meetings, coaching, and mentoring.
The Executive Director’s team develops creative organic content, telling the story of a dynamic, diverse, and entrepreneurial university, strengthening a sense of community on campus and positioning UMass as a destination of choice for prospective students. As part of the Office of News and Media Relations, the position builds relationships across campus, participating in regular in-person collaborations with faculty, staff, and campus partners, and collaborates closely with the University MarCom Group to develop digital strategy across organic as well as influencer and paid social content.
Essential Functions
- Establishes, implements and manages a social media strategy for the university’s primary social channels that aligns with the university’s mission, goals and strategic plan, elevates its visibility and reputation, attracts and retains diverse student populations that enable a dynamic and coveted learning community.
- Develops quantifiable goals for social media channels the team oversees and conducts ongoing evaluation and analysis to drive optimal outcomes.
- Develops, implements and manages a comprehensive social media strategy for the Chancellor that aligns with their goals, values and personal brand. Engages with their audiences in an authentic way and consistently analyzes performance to drive growth, brand awareness, and engagement.
- Directs social media listening, monitoring and engagement. Plays a lead role in reputation and issues management (along with the Associate Vice Chancellor of News & Media Relations and the AVC of Issues Management), assessing and determining appropriate responses to social media debates and controversies in a skilled, data-informed and deadline-sensitive manner.
- Leads campus-wide collaborations by being regularly present on campus to identify and share social content, strengthen relationships with faculty and staff, and promote unified campus messages. Provides hands-on support to faculty and staff by being regularly present on campus to address social media opportunities and challenges. Establishes and provides guidance to campus partners on social media policy and best practices for internal and external audiences.
- Collaborates closely with the University Relations MarCom team to help develop strategy, identify projects and plan content, and facilitates in-person meetings with stakeholders to ensure alignment.
- Leads, coaches, and mentors a team of social media specialists to foster an innovative work culture that ensures the creation of cohesive and compelling content, alignment on monitoring and assessing campus culture, and supporting university objectives.
- Coordinates with the news content team to enhance compelling storytelling on social channels and across the university’s web pages.
- Develops a mobile-first video content strategy that results in trending and attention-grabbing short-form video to build new audiences, support strategic goals, and improve audience engagement. Leverages University Relations’ multimedia production studio.
- Coordinates with key stakeholders to establish a social media content calendar for all social channels, allowing flexibility for breaking news, crisis or spur of the moment events or happenings on campus.
- Implements a project management methodology for the social media team to provide structure, organization, transparency and increase coordination of work and productivity.
- Serves as the first point of contact to direct social media communications to the right individual or team.
- Serves on the Emergency Operations Team with a focus on social media, the university home page and related websites. Works onsite during critical situations to ensure the delivery of accurate and timely campus-wide emergency notifications during times of crisis, including severe weather.
Other Functions
Performs other duties as assigned.
Minimum Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)
- Bachelor’s degree in Journalism, Public Relations, Communication or a related field.
- 7 (seven) years of related experience in communications, journalism, public relations or a related field, including a background in social media content creation on variety of channels.
- Experience with social media management software (Sprout, etc.)
- Knowledge of strategies and tactics employed by critics and advocates on social media.
- Social media-related reputation management experience.
- Writing, video, photography and other multimedia news editing skills.
- Experience working with content management systems.
- Ability to exercise judgement and discretion.
- Exceptional communication, presentation and interpersonal skills.
- Ability to think quickly and work under pressure. Strong time-management abilities.
- Strong desire to work collaboratively with a multi-disciplinary team.
- Understands the value of a cohesive brand framework reflected through storytelling and its expression on social channels.
- Ability to work outside of normal business hours, including nights, weekends, and holidays.
Preferred Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)
Infographic skills.
Physical Demands/Working Conditions
- Typical Office Environment Activity.
Work Schedule
Monday - Friday 8:30 a.m. to 5 p.m. with some nights and weekends required as business needs dictate.
Salary Information
Level 31
Exempt Hiring Ranges
Special Instructions to Applicants
Along with the application, please submit a resume and cover letter. References will be checked at the finalist stage. Please be prepared to provide contact information for three (3) professional references.
The University of Massachusetts Amherst welcomes all qualified applicants and complies with all state and federal anti-discrimination laws.