Social Media Specialist

Description:

Reporting to the Social Media Manager and working with the communications team, the Social Media Specialist will create, execute, and deploy digital content optimized for Humber College (corporate and other) social media channels and support Continuous Professional Learning (CPL) marketing and learner engagement. By using a social media calendar, the Social Media Specialist will contribute to strategies and campaigns to increase engagement and audience growth for social media platforms (including and not limited to Facebook, Instagram, Twitter, LinkedIn, and YouTube). The incumbent will coordinate with and provide guidance to CPL Program Support Officers when developing faculty-related social media content. The incumbent will monitor and be one of the primary contributors/responders to Humber’s corporate and other media channels and the Continuous Professional Learning social media channels. They will actively engage, encourage dialogue, and respond to social media queries and concerns with a customer service focus.

The Social Media Specialist generates ideas, writes, and produces professional-quality social media content aimed at growing engagement on Humber College’s and the Continuous Professional Learning social media channels.

Develops, executes, and deploys thumb-stopping social media content with a focus on storytelling under the guidance of the Social Media Manager. Content is optimized for social media and digital properties following best practices, AODA standards, industry guidelines and processes.
Create, edits and sources social media assets for content such as photos, user generated content, infographics, GIFs, either on their own or in collaboration with members of the communications team or with an external agency.
Stays current with best practices, strategies, and industry trends related to social media and digital content.
Contributes ideas for leveraging user-generated content on the College’s social media platforms. Conducts outreach and seeks permissions for user-generated content, as required.
Provides support to Multimedia Video Producers and Digital Content Creator(s) for photography and video services for student and Humber events for social media other digital properties.
Writes and optimizes social media posts based on SEO, AODA standards, language, brand consistency and social media platform best practices.
Contributes to social media calendar, scheduling, and posting.
Participates in brainstorming meetings with key stakeholders within the department and across the CPL ecosystem.
Works closely with the Social Media Manager and Digital Content Creator to ensure brand consistency across social media platforms.
Works with student social media supports to create content or amplify Humber College messaging.
Social Media Customer Service - Listening, Monitoring, and Responding

The Social Media Specialist monitors messages and comments posted on/directed at Humber College’s and the Continuous Professional Learning (CPL) social media accounts, answering questions (primarily from prospective and current students) and flagging potential issues for the Social Media Manager or Associate Director – Communications to direct or escalate where necessary.
Monitors, engages and interacts directly with social media audiences to address inquiries and drive positive sentiment and advocacy while exercising sound judgement by leveraging social media platforms.
Stimulating engagement by interacting with fans and followers.
Provides customer service-oriented responses quickly while prioritizing urgent issues versus those that can wait.
Seizes opportunities to provide education on Humber College (I.e. our mission, goals and values).
Ensures our community is heard and their feedback is shared with appropriate departments.
Addresses sensitive/inflammatory comments on social media either by redirecting to a private/direct message or comment publicly, by flagging and escalating issues to the Social Media Manager and Associate Director - Communications, as necessary.
Responds to queries and concerns on social media within the constraints of social media parameters and limitations.
Posts timely communications during crisis communications/issues.
Monitors Humber’s various affiliate social media channel activity and identifies opportunities to leverage or share content to Humber Corporate and Continuous Professional Learning social media channels.
Uses social listening tools to discover and monitor industry trends, audience sentiment, share of voice, and content creation ideas.
Identifies opportunities to develop social content to support customer service
Social Media Analytics

Gathers, synthesizes and analyzes past social media results using social media analytics tools.
Develops social media reports in collaboration with the Social Media Manager. Leverages data to guide future content and campaigns for the Humber College and Continuous Professional Learning social media accounts.
Identifies opportunities to boost engagement for Humber College and Continuous Professional Learning social media accounts by determining best times to post, top performing content and platform audiences.
Stays current with best practices, strategies, and industry trends for social media analytics.