Social Media Specialist

General summary/purpose:
A member of the Peabody Institute’s Marketing and Communications Office, the Social Media Specialist is responsible for managing the Institute’s social media strategy and channels and creating and producing high-quality content for the Institute’s social media, digital promotions, and live streamed events. This position will drive the implementation of impactful online tactics and content to support Conservatory student recruitment, Preparatory enrollment, marketing for new courses and product lines, concert and event promotion, and Institute-wide branding and development, among other marketing and communications campaigns.

Located in the heart of Baltimore’s Mount Vernon Cultural District, the Peabody Institute was founded in 1857 as America’s first academy of music. Today, through its degree-granting Conservatory and its community-based Preparatory music and dance school, Peabody trains musicians and dancers of every age and at every level.

Note:

This position is not eligible for visa sponsorship.

Responsibilities:

• Manage the Peabody Institute’s enterprise-wide social media strategy and channels, to include content creation and approval, budget and execution, and analytics for both paid and organic social across multiple discrete campaigns. Translate institutional objectives into effective social media engagement tactics. Work closely with colleagues to ensure integration across platforms and campaigns as mart of a multi-channel approach.

• Collaborate with staff, faculty, and students to identify and prioritize effective content creation and storytelling opportunities.

• Manage and monitor social media platforms in the event of crisis communications events, including inclement weather messaging. Use professional judgment to escalate hot-button comments, trends, or issues proactively when needed.

• Monitor online commentary and engagement. Provide reports and analysis on social media KPIs and continually seek to improve messaging, reach, and engagement. Stay current on digital communications trends and tools and make proactive recommendations for improvement and enhancement.

• Work independently to schedule, shoot, edit, and produce compelling social media-friendly video content, including faculty and student profiles, concert and event previews, short features for livestream intermissions, and special projects. Shoot live events, conduct interviews, and capture b-roll as needed. Manage content approval workflow.

• Work with communications colleagues to schedule and distribute video content to targeted audiences, creating different versions as needed. Write introductory copy, blog and social media posts, and captions to accompany media/videos.

• Manage the social stream and chat during livestream events. Create animations and infographics for digital platforms, including live streams and the campus wide digital information screens. Support the Dean’s Office and other administrative leaders in the creation of, and regular updates to, executive presentations (PowerPoint).

• Work with colleagues in marketing and IT to evolve and maintain video storage and digital asset management solutions.

• Assist with capture and editing of video more archival in nature.

• Provide support and other marketing duties as assigned.

Qualifications:

• B.A. in marketing, communications, journalism, multimedia content, or other relevant area of formal academic training.

• Motivated, creative, and self-directed, with at least 2 years of relevant experience and a proven blend of editorial/storytelling skills and technical know-how.

• Advanced degree may substitute for required experience, to the extent permitted by the JHU equivalency formula.

• Experience using social media platforms for marketing and paid digital advertising. Familiarity with Facebook Business Manager, Google Ads and Google Analytics.

• Proficiency in industry-standard Adobe video, audio, and photo editing software, as well as PowerPoint and Microsoft Office applications.

• Working knowledge of content management systems, Word Press in particular, and of HTML and content publishing tools.

• Strong written and verbal communications skills.

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