Social Media & Engagement Manager

Position Description

The Social Media & Digital Engagement Manager leads Wake Tech’s social media strategy, digital storytelling, and online community engagement across multiple platforms. This role is responsible for elevating the college’s brand reputation, strengthening student and community engagement, and developing content that supports enrollment, retention, and workforce development goals. The manager oversees day-to-day publishing, social monitoring, digital campaigns, and content development in collaboration with Communications, Marketing, Creative Services, and the Student Creator Program. The role ensures that Wake Tech’s digital presence is timely, authentic, accessible, and aligned with the college’s mission, brand, and strategic priorities. Responsibilities and Duties (*Essential Functions)

To perform this job successfully, an individual must be able to perform the essential job functions satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the primary job functions herein described.* Develop and implement a comprehensive social media strategy aligned with the college’s strategic plan, brand voice, and audience engagement goals.

• Serve as the primary voice of the college across social platforms.

• Manage daily publishing, scheduling, and monitoring across all major platforms (Facebook, Instagram, TikTok, LinkedIn, X, YouTube, etc.).

• Identify and lead innovative content opportunities, including campaigns, series, takeovers, and platform-specific features (Reels, Stories, Shorts).

• Use analytics and trends to refine strategies and improve reach, engagement, and conversion outcomes.

• Collaborate with writers, designers, photographers, videographers, and student creators to produce compelling content that reflects the Wake Tech experience.

• Lead creation of short-form video content, including planning, scripting, filming, and editing.

• Ensure all digital content meets accessibility standards and brand guidelines.

Identify real-time moments, events, and opportunities to showcase the college’s people, programs, and achievements.

Monitor comments and messages, responding in a timely, professional, and student-centered manner.

Escalate sensitive or crisis-related issues through appropriate communications channels.

Build positive digital relationships with students, alumni, influencers, and community partners.

Track and report key social media metrics, trends, and insights to guide decision-making.

Develop dashboards and monthly performance summaries.

Use analytics to identify platform growth opportunities and content strategies.

Help manage and mentor a team of student content creators.

Provide creative direction, training, and feedback to support high-quality student-generated content.

Oversee content calendars, brand consistency, and distribution workflows.

Foster an authentic, student-centered digital voice across platforms.

Partner with the Marketing team to support paid social campaigns and enrollment initiatives.

Work with Creative Services to ensure cohesive visual storytelling.

Support Communications efforts such as major announcements, emergencies, events, and student success stories.

Collaborate with campus departments to highlight programs, events, and achievements.

#IDHP Qualifications

Knowledge, Skills, and Abilities

Demonstrated skill in creating video content for Instagram, TikTok, and YouTube.

Strong writing skills with the ability to adapt tone for multiple audiences and platforms.

Proficiency in analytics tools (Meta Insights, Creator Studio, Hootsuite, Sprout, or similar).

Understanding of accessibility standards and best practices for digital media.

Ability to manage multiple projects in a fast-paced environment. Minimum Requirements

Bachelor’s degree in communications, marketing, journalism, digital media, or related field

Three years of experience managing social media for a brand, organization, or institution Preferences

Experience working in higher education, nonprofits, or public sector communications

Experience mentoring student workers, interns, or creators

Skills in Adobe Creative Cloud (Premiere, Photoshop, Illustrator) or mobile editing tools

Experience supporting paid social or digital advertising campaigns

Familiarity with crisis communications and reputational management on social platforms As an equal employment opportunity employer, Wake Tech values our workforce. Wake Tech is committed to reaching students in every part of Wake County and rallying around them to go as far as their dreams, talents and resilience will take them. As an institution of higher education, we are committed to valuing the unique experiences of the Wake Tech community. We strive to be self-reflective of the kind of student body we represent and the culture we are building, and we care deeply about supporting each employee's professional growth.