Social Media Manager

Job Responsibilities

• Support and execute social media strategies developed collaboratively by the Marketing Department in alignment with university priorities.
• Contribute to the planning and optimization of platform-specific approaches that drive engagement, brand awareness and enrollment support.
• Develop and maintain content calendars that support marketing campaigns, enrollment initiatives, academic programs and brand storytelling.
• Apply platform-specific best practices to maximize reach, engagement and effectiveness.
• Create clear, engaging, and brand-aligned social media copy tailored to each platform.
• Independently shoot and edit photography and video, as well as create basic graphic assets to accompany social postings.
• Publish and manage content across Franklin’s primary social media channels.
• Collaborate with Marketing colleagues, including digital advertising, and creative content and video partners, to support integrated campaigns.
• Monitor comments, messages and mentions; engage with audiences and escalate issues in coordination with Marketing Communications leadership.
• Provide day-to-day coordination and leadership to external agency partners and contractors supporting social media initiatives.
• Partner with teams across Marketing, Admissions, and other university units to support institutional priorities.
• Guide and support decentralized social media contributors while reinforcing Marketing-led brand standards.
• Coordinate social media execution for Marketing-led campaigns and key university initiatives.

Analytics & Reporting

• Track performance metrics and analytics for university social media channels.
• Prepare regular reports and insights for Marketing leadership and internal stakeholders.
• Use performance data to inform content planning and optimization.

Brand & Voice Stewardship

• Uphold Franklin University’s brand voice, tone and visual standards across social platforms.
• Stay current on social media trends and platform updates relevant to higher education marketing.