Social Media and External Communications Coordinator

Full-Time and Permanent;
Grade D; 7.5 Hours/Day; 252 Days/Year; 12 Months/Year

The Social Media and External Communications Coordinator is responsible for developing, managing, and executing Norfolk Public Schools' external-facing social media strategies and public communications. This role requires expertise in content creation, crisis communications, media engagement, and audience analytics to maximize community reach and engagement. The position also emphasizes innovation through emerging technologies, including artificial intelligence (AI), to optimize outreach efforts. Additionally, this employee will ensure compliance with the Virginia Freedom of Information Act (FOIA) and the federal Family Educational Rights and Privacy Act (FERPA) while managing related caseloads.

This position requires a deep understanding of digital communication trends, media relations, and stakeholder engagement strategies. The coordinator will monitor public sentiment, develop external messaging strategies, and support proactive storytelling to highlight division-wide initiatives and student and staff achievements.

SUPERVISION

The Social Media and External Communications Coordinator duties are performed under the direction of the Chief Strategy, Innovation, and Community Engagement Officer. Work is performed under the direct supervision of the Director of Communications and Community Engagement.

ESSENTIAL FUNCTIONS OF THE CLASS (May not include all duties performed by each position in the class).

Plans, Develops and implements social media strategies aligned with school division priorities and the division’s strategic plan.

Curates, creates, and manages engaging content, including text, images, videos, and graphics for all external-facing social media platforms.

Collaborates with school-based social media managers (i.e., Key Communicators) to provide guidance, training, and best practices for external-facing content.

Provides training and support to division and school staff on social media best practices, platform usage, and brand consistency.

Develops and executes social media strategies that incorporate AI-driven automation and analytics tools to improve efficiency and outreach.

Expands the division’s presence on platforms such as Facebook, Twitter, Instagram, Linked In, and emerging social media channels to engage parents, community members, and external stakeholders.

Monitors social media trends and analytics to optimize reach, engagement, and content performance.

Proactively identifies and develops positive storytelling opportunities that highlight the division’s success, including student and staff achievements.

Assists in responding to public comments, inquiries, and @mentions on social media to ensure accurate and timely engagement with stakeholders.

Coordinates and collaborates with media outlets by sharing newsworthy social media content, assisting with media inquiries, and helping to manage external messaging.

Assists in crisis communications by providing timely updates and monitoring external responses on social media.

Develops and implements social media campaigns that align with division initiatives and priorities, ensuring effective engagement with the public.

Identifies and builds relationships with community influencers, partners, and ambassadors to strengthen division outreach efforts.

Provides training and support to division and school staff on social media best practices, platform usage, and brand consistency.

Ensures compliance with FOIA and FERPA regulations and effectively manages related caseloads.

Researches, evaluates, and implements emerging AI technologies to optimize digital engagement and public communication strategies.

Supports the entire communications team with other duties as assigned.

REQUIRED KNOWLEDGE, SKILLS, AND ABILITIES

Extensive knowledge of social media platforms, trends, and best practices, including but not limited to Facebook, Twitter, Instagram, and Linked In.

Strong writing, editing, and storytelling skills to create compelling and engaging content for diverse audiences.

Ability to develop and execute social media strategies to maximize community engagement and visibility.

Familiarity…