Digital/Social Media Manager Job at UMass Memorial Medical Group
Develops, manages and leads the digital/social media strategy consistent with UMass Memorial Health Care (UMMHC) mission and vision and in support of strategic goals. Provides strategic guidance for the overall system digital/social media presence. Builds and optimizes our social media and web properties and engages in proactive link building, tracks the effectiveness of campaigns, develops content and maintains day-to-day social media conversations. Responsible for the day-to-day management of Facebook, Twitter, Instagram, YouTube and other social media profiles for the organization, and driving traffic to the corporate website.
Monitors social media properties routinely to ensure compliance, including during times of organizational crisis, and acts as lead to quickly address any potential negative viral campaign from erupting. Promotes two-way communications through timely response to public and internal interactions on our social media properties.
The duties and responsibilities stated are a general summary and not all inclusive.
Major Responsibilities:
Position Qualifications:
License/Certification/Education:
Required:
Required:
Monitors social media properties routinely to ensure compliance, including during times of organizational crisis, and acts as lead to quickly address any potential negative viral campaign from erupting. Promotes two-way communications through timely response to public and internal interactions on our social media properties.
The duties and responsibilities stated are a general summary and not all inclusive.
Major Responsibilities:
- Develops and manages social media channels and content including Facebook, Twitter, YouTube, blogs etc. Researches and pursues opportunities to drive interest and engagement.
- Assists with refreshing website content on an ongoing basis.
- Responsible for online analytics tracking and reporting (Google Analytics, MailChimp, SurveyMonkey) for campaigns and quarterly department scorecard. Monitors campaign performance and analyzes outcomes to adjust and/or implement new strategies.
- Manages crisis situations developing on social media in collaboration with the Media and Public Relations department and invested internal stakeholders, makes recommendation on appropriate response.
- Supports the Associate Vice President, Patient and Family Experience through stewardship of digital properties that promote our physicians to include ensuring transparency and accuracy of information.
- Fosters the patient experience and patient engagement by positively and proactively responding to negative content on social media regarding patient care at UMMHC.
Position Qualifications:
License/Certification/Education:
Required:
- Bachelor's Degree in Marketing, Communications, English, Public Relations, Journalism or related field.
Required:
- Minimum five (5) years progressively responsible experience in strategic planning and execution of social media initiatives.
- Solid understanding of social media landscape, platforms and measurement tools including Google Analytics.
- Foundation in web functionality and leveraging analytics to optimize performance.
- Demonstrates strong understanding of current and emerging social media channels including familiarity with Facebook, Instagram, Pinterest, WordPress.
- Organized, detail oriented and focused on execution.
- Solutions oriented, creative problem solver.
- Active listening skills with a strong sense of customer service.
- Outstanding writing/journalistic and grammatical skills.
- Excellent writing ability and presentation skills.
- Excellent interpersonal skills and relationship management attributes to be demonstrated through interaction with physicians, administrative leadership, employees and community members.
- Self-directed with an ability to set priorities and oversee multiple projects simultaneously.
- Prior experience within a health care environment.
- Experience in e-mail marketing/campaign management, pay-per-click (PPC) and online display advertising, and
- Knowledge of HTML and/or experience with tools used to modify web pages and edit web imagery (eg. Photoshop, Canva).
- Strong editorial background.
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