VPM Social Media Manager

Published September 16, 2026 at 4:35 PM EDT

Job Title: Social Media Manager
Location: Richmond, VA
Job Type :

Full-Time with Benefits,Exempt, Salaried
Department: Digital Content
Hiring Salary: $65,000- $68,000

VPM is dedicated to informing, inspiring, and connecting our community. Beyond broadcasting, our physical spaces serve as hubs for storytelling, civic dialogue, creativity, and public connection. We connect people across Central Virginia and the Shenandoah Valley to insightful programming in arts and culture, history, science, news, and education.

We are currently looking for a creative, strategic, and audience-focused Social Media Manager to lead VPM’s presence across social media and help grow and deepen our relationships with audiences. This position will oversee the strategy, planning, publishing, and day-to-day management of VPM’s social platforms, working closely with teams across content, news, marketing, development, education, and community engagement.

The Social Media Manager will help determine how VPM’s content and storytelling are translated for social audiences, while also developing original, platform-specific content designed to reach new and more diverse audiences. The position will manage VPM’s social content calendar, establish platform best practices, track performance and audience trends, and use data to improve our social strategy.

This role requires someone who understands that social media is not simply a promotional channel but an increasingly important place where audiences discover, consume, share, and engage with content. The ideal candidate is equally comfortable developing strategy, creating compelling content, analyzing performance, experimenting with emerging platforms and tools, and collaborating with creative teams throughout the organization.

As an independent, non-profit service, we believe attracting and retaining diverse staff is crucial to serving our community and fulfilling our mission to create and serve a more informed public,

• Develops and leads VPM’s overall social media strategy, establishing goals for audience growth, engagement, reach, and impact across platforms
• Manages VPM’s day-to-day presence across social platforms, including Facebook, Instagram, Tik Tok, Linked In, and emerging digital social media platforms
• Develops and manages an organization-wide social content calendar in collaboration with news, content, marketing, development, education, and community engagement teams
• Creates, edits, publishes, and optimizes platform-specific content, including short-form video, photography, graphics, written posts, and other digital storytelling for multiple traveling to different sites as needed
• Identifies opportunities to transform VPM’s broadcast, digital, podcast, and event content into compelling social‑first storytelling
• Monitors social conversations, audience feedback, trends, and emerging opportunities and recommends ways VPM can meaningfully participate
• Manages workflows, processes, editorial standards, and best practices for social publishing across the organization
• Uses analytics and audience data to measure performance, identify trends, establish benchmarks, and provide regular reporting and actionable recommendations to stakeholders
• Develops strategies to increase engagement and build stronger relationships with VPM’s existing audiences while identifying opportunities to reach audiences who may not currently engage with public media
• Collaborates with production, news and development teams on paid and organic campaigns supporting VPM programming, membership, events, and organizational initiatives
• Experiments with emerging technologies, including AI and new content‑creation tools, to improve workflows, increase creativity, and…