Manager, Social Media

Forbes includes U of G Among Canada’s Best Employers

Professional and Managerial Group

Manager, Social Media

Communications & Public Affairs

Temporary full-time from November 16, 2020 to June 30, 2021
Temporary absence of the regular incumbent

Hiring #: 2020-0336

Please read the Application Instructions before applying

Reporting to the Director, Marketing & Digital Engagement, the Manager, Social Media is responsible for the overall social media presence of the University of Guelph. From the creation of content and management of central social media accounts to the administration of social media management tools and analytics software the Manager, Social Media plays a vital role in the digital marketing and communication presence of the university.

This role will help build an integrated social media presence for the University of Guelph and lead the universities social media presence, paid digital advertising and offer guidance on digital measurement and analytics. The Manager, Social Media will be the thought leader and main resource across the university campus for social media support and all issues relating to social media, including crisis communication, issue management, content creation, social media strategy, content strategy, collaboration, and more.

In addition, the Manager, Social Media will work as part of a cross-functional team along with other Communication and Public Affairs staff members to help advance the university’s overall marketing, communications, media and public relations agenda. The Manager, Social Media will also be the campus leader in social media best practices, updating industry trends and ensuring maximum use of our social media management tool.

General duties of the Manager, Social Media:

  • Promote and support all key university events, initiatives, and campaigns through social media by attending, developing content, and ensuring university messaging is communication on all channels
  • Manage all aspects of the University of Guelph’s social media management tool including on-boarding, training, succession planning, maintenance, and analytics
  • Provide leadership and strategic advice to campus partners around proper social media strategy development, opportunities for collaboration and effective tactics
  • Work collaboratively with media relations, government relations, internal communications, and crisis communication teams
  • Work directly with the senior leadership team to help coach and advise on strategic social media use when dealing with campus issues and provide actionable analytics during crisis to Senior Leaders, in real-time 
  • Assist in the management of external agencies to provide insight to improving campaign success
  • Act as the main point of contact for all central social media accounts, including responding and engaging with our audiences, encouraging conversation, and leveraging University of Guelph social media channels as a key client service tool
  • Engage social audiences with the goal of increasing conversation, amplification, and brand affinity toward the University of Guelph
  • Develop and maintain an influencer marketing program to help leverage University of Guelph content among campus, community, and business leaders
  • Develop video, graphic, live video and photography assets for social media use
  • Support university initiatives by developing detailed content plans and execution strategies to help increase visibility and encourage engagement
  • Share branded content to campus partners to ensure all content is on brand and represents the voice and tone of the University of Guelph
  • Manage a campus-wide social media content calendar and collaboration strategy
  • Work with the Director, Marketing and Digital Engagement to develop and maintain a Paid Digital Advertising Strategy, and to provide detailed measurement reports on all paid advertising campaigns
  • Help develop digital content for all paid advertising campaigns

Requirements of the position include:

  • Bachelor’s degree in a related field and three to five (3-5) years’ experience managing social media in an enterprise system, preferably in a post-secondary environment, or an equivalent combination of education and experience
  • Extensive experience using current social media platforms and possesses a strong understanding of how to best leverage social media to achieve business objectives
  • Proven ability to manage multiple projects and deliver accurate, consistent and engaging content
  • Exceptional writing, editing and story-telling skills
  • Experienced in working in a multi-stakeholder environment and leading large teams
  • Advanced Project Management skills
  • Advanced understanding of social media and how to use technology to communicate to different audiences
  • Proven ability to use analytics to make informed business decisions
  • Strong understanding of SEO, Google Analytics and other digital measurement tools
  • Advanced written and communication skills, including the ability to translate technical concepts and data to all levels of understanding
  • Skilled in the use of social media management tools (i.e. Hootsuite, Sprout, Buffer etc.)
  • Understanding of the relationship between paid, owned and earned media in the digital space
  • Strong awareness of emerging trends and behaviors in social channels
  • Advanced skills in photography and videography
  • Flexibility to work occasional evenings or weekends

This appointment is regularly performed on- campus but will be initially fulfilled remotely (off-campus) until the University resumes its regular operations

(Covering) Position Number   390-039
Classification                           P03*

Professional/Managerial Salary Bands

*Tentative evaluation; subject to committee review.

At the University of Guelph, fostering a culture of inclusion is an institutional imperative. The University invites and encourages applications from all qualified individuals, including from groups that are traditionally underrepresented in employment, who may contribute to further diversification of our Institution.

Posting Date: 2020 10 13
Closing Date: 2020 10 27