Director, Social Media Strategy and Engagement - University Strategic Communications

Job Summary

The Director of Social Media Strategy and Engagement serves as the university’s lead strategist for institutional social media reputation, engagement and digital issues management. This position is an integral partner in protecting, promoting and advancing the university’s brand and reputation across digital and social media platforms.

Core Responsibilities

• Serves as a central strategic advisor to colleagues across the university on digital engagement, reputation management and emerging social media trends.
• Develops and leads a multi-person social media team, including full-time staff and student workers. Establishes digital strategies, operational systems, workflows and editorial/design standards to ensure efficient and high-quality content development and engagement aligned with institutional priorities and brand principles.
• Oversees the day-to-day management of the flagship social media channels. Directs, reviews and approves flagship social media content to ensure consistency, quality, accessibility and alignment with institutional voice.
• Develops strategies to advance executive visibility and institutional thought leadership across digital channels.
• Maintains the security and integrity of UT San Antonio and its infrastructure per Texas EO-GA-48. Monitors and analyzes social media conversations, emerging issues, news cycles and public discourse that may impact the university’s reputation or operations. Synthesizes these discussions into real-time, actionable insights to support issues management, crisis communications and executive decision-making.
• Serves as a key communications partner during emergencies, institutional matters and reputational events. Leads flagship social media communications during emergencies and operational disruptions.
• Evaluates emerging platforms, technologies and digital engagement strategies to support innovation, audience growth and generative engine optimization. Recommends new approaches to enhance visibility, engagement and brand affinity across digital channels.
• Develops and oversees enterprise social media standards, governance and best practices. Leads the university’s Social Media Collective.

Required Qualifications

• Bachelor's Degree in a related field.
• Seven (7) years of related work experience.

Knowledge, Skills, and Abilities

• Verbal and Written Communication
• Proficiency in Microsoft Office Suite and Adobe Creative Suite
• Proficiency in Social Media Management Platforms
• Social Media Strategy
• Reputation Management
• Strategic Communications Principles
• Writing, Editing, and Storytelling Skills
• Analytical and Strategic Thinking
• Crisis Communication and Issues Management Best Practices
• Interpersonal Skills
• Relationship Building Skills
• Confidentiality
• Ability to Work Independently
• Collaboration

Working Conditions

• Hybrid and office environment. Ability to travel to and from meetings, training sessions, or other business-related events. Workdays, areas, and work hours may vary depending on the department's needs.
• Physical Demands: Jobs are sedentary; if walking and standing are required, only occasionally. Ability to exert up to 10 pounds of force to lift, carry, push, pull, or otherwise move objects.

Physical Demands

• Jobs are sedentary; if walking and standing are required, only occasionally. Ability to exert up to 10 pounds of force to lift, carry, push, pull, or otherwise move objects.

Working Conditions

• Hybrid and office environment. Ability to travel to and from meetings, training sessions, or other business-related events. Workdays, areas, and work hours may vary depending on the department's needs.

Equal Employment Opportunity

This position is contingent upon a successful background check. Verification of a valid driver’s license and Motor Vehicle Record (MVR) may be completed as applicable. Applicants selected must be able to show proof of eligibility to work in the United States by time of hire.