Social Media Manager

Founded in 1854, Hamline was the first university in Minnesota and among the first coeducational institutions in the nation. Hamline University provides a world-class education for undergraduate and graduate students. Our faculty, staff, and students cultivate an ethic of civic responsibility, social justice, and inclusive leadership and service.

Hamline University is an Equal Opportunity employer. Hamline University does not discriminate on the basis of race; color; religion; creed; sex; national origin; marital status; familial status; status with regard to public assistance; membership or activity in a local human rights commission; disability; age; protected veteran status; or any other status protected by applicable law in its education or employment programs or activities. The University will provide reasonable accommodations to qualified individuals with disabilities.

JOB SUMMARY

The Social Media Manager plays a pivotal role in strengthening Hamline University’s reputation, supporting enrollment efforts, and fostering engagement among donors and alumni. As a key member of the Marketing and Communications team, this position is responsible for developing and executing dynamic social media strategies that align with institutional goals. Through creative content, strategic storytelling, and innovative platform use, the manager will enhance Hamline’s visibility and elevate its brand presence.

ESSENTIAL FUNCTIONS AND RESPONSIBILITIES

Strategic Planning and Management:

• Create and implement comprehensive social media strategies aligned with institutional goals.
• Ensure a consistent, professional and engaging voice, visual identity, and messaging across all institutional social accounts.
• Develop and manage social media content calendars to ensure timely and strategic posts that align with broader marketing and communications strategies.
• Audit affiliated accounts. Establish a governance framework to ensure a strategic, consistent presence and unified voice across all Hamline-branded social accounts. Provide mentorship and training for social media content managers of affiliated accounts
• Stay current with social media trends, platform changes, and Gen Z culture to ensure a contemporary, relevant presence.

Content Creation and Curation:

• Develop, curate, and publish high-quality, engaging content across social media platforms, including text, images, videos, and graphics.
• Maintain a cohesive brand voice, visual presence and message framework that reflects the university’s identity, resonates with diverse audiences, and showcases campus life.
• Plan, produce, package and promote student, faculty, and alumni stories as content to build community and exemplify the Hamline experience across the university’s institutional social accounts.
• Ensure all content adheres to applicable best practices; copyright, trademark and privacy laws; and organizational style and brand guidelines.

Community Engagement:

• Foster positive interactions with social followers by responding to comments and messages promptly.
• Build online communities that enhance the university’s connection with prospective students, parents and families, alumni, and donors.
• Provide timely and accurate communication during campus events and emergencies.
• Monitor mentions, trends and issues. Recommend responses or engagement tactics as needed

Analytics and Reporting:

• Monitor, track, analyze and report on social media performance metrics (e.g., reach, engagement, conversions, follower growth, etc.).
• Use data-driven insights to refine strategies and improve campaign effectiveness.

Collaboration and Campaign Management:

• Oversee a paid advertising strategy and related campaigns across digital channels, including Facebook, Instagram, LinkedIn, YouTube, and other TBD channels.
• Partner with university departments, including Admission, Institutional Advancement, and Athletics to integrate social media into broader marketing efforts.
• Coordinate with external stakeholders, such as influencers and agencies, to amplify campaigns.

Student Staff Supervision:

• Recruit, hire, train, and supervise student social media interns or content creators.
• Provide coaching on storytelling techniques and professional development for student content contributors.
• Edit and approve social posts produced by student workers or interns.

Trend and Competitor Analysis:

• Stay informed about emerging social media trends and incorporate relevant innovations into strategies.
• Conduct competitive analysis to identify opportunities for differentiation and improvement.

Other Duties:

• Perform additional work-related duties as assigned. The omission of specific duties does not preclude the supervisor from assigning duties that are logically related to the position.

REPORTING RELATIONSHIPS

This position reports to the Director of Marketing and Communications

This position may supervise student employees.

REQUIRED KNOWLEDGE, SKILLS, ABILITIES AND KEY COMPETENCIES

• Expert-level understanding of social media platforms (Facebook, Instagram, Twitter, LinkedIn, TikTok, etc.) and analytics tools (Google Analytics, platform-specific insights).
• Proficiency with scheduling and monitoring tools such as Sprout Social or Hootsuite.
• Experience planning, deploying, monitoring and optimizing paid social advertising campaigns.
• Basic graphic design and video editing skills.
• Ability to interpret metrics and align strategies with institutional goals.
• Strong problem-solving and organizational skills.
• Curiosity, entrepreneurial spirit, and desire to identify and create engaging content for social media.
• Exceptional written and visual storytelling skills.
• Creative mindset to craft engaging and innovative content.
• Demonstrated ability to work collaboratively across departments and with external partners.
• Flexibility to adapt strategies based on feedback and evolving priorities.
• Ability to work in a fast-paced environment and manage multiple priorities.

MINIMUM EDUCATION/EXPERIENCE

• Bachelor’s degree in marketing, communications, digital media, or a related field OR equivalent experience.
• Minimum of 5 years of experience managing social media accounts and campaigns, preferably in higher education or a mission-driven organization.

PREFERRED EDUCATION/EXPERIENCE

• Advanced knowledge of social media advertising, SEO principles, and audience segmentation.
• Experience with influencer marketing and managing partnerships.
• Proficiency in Adobe Creative Suite or Canva for content creation.

WORKING CONDITIONS / EQUIPMENT

Must perform the following essential functions with or without a reasonable accommodation:

• Regular travel to capture content at events and locations across campus or offsite.
• May require evening or weekend work for event coverage.
• Ability to work both independently and collaboratively in a team environment.
• This position may require overtime during peak seasons.

ADDITIONAL INFORMATION

• This is a full time, 1.0 FTE, exempt position, 12 months a year.

Compensation and Benefits:

Pay Range: $63,000–$70,000 annually

Full-Time Benefits:

We offer a comprehensive benefits package which may include:

• Medical, dental, and vision insurance
• Life insurance
• Short- and Long-Term Disability
• Critical Illness and Hospital Indemnity
• 403(b)
• 403(b) matching
• Paid Time off, including vacation time, paid holidays and safe and sick leave time off
• Employee assistance program
• Flexible spending account (FSA)
• Health savings account (HSA)
• Tuition waiver

All questions marked ‘Required’ need to be answered in order to submit the application. It is important that your application show all of the relevant education and experience you possess. Applications may be rejected if incomplete. If rejected, you must reapply for the position in order to be considered. A resume or curriculum vitae, a cover letter outlining your qualifications for and interest in the position, contact information for 3 current, professional references, as well as copies of transcripts (if required) must be uploaded with each application .