Social Media Manager

POSITION SUMMARY:

The New York Film Academy (NYFA) Social Media Manager is required to manage, create, maintain, and grow NYFA's social media efforts. NYFA's social media marketing strategies should: attract prospective students; drive enrollment numbers; boost brand awareness and reputation; share NYFA/student/alumni/faculty successes and experiences; and serve as platforms that encourage the NYFA community to connect. Growth of the platforms should consider, but is not be limited to: increased audiences; higher engagement; assembling and creatively distributing new content and strategies; and identifying new opportunities in and around social media channels that align with overarching marketing strategies. This position should also implement an annual influencer strategy.

The Social Media Manager position is a full-time role within the Marketing Department on the New York City campus or the Los Angeles campus. This is a hybrid role with the requirement to be in-person on campus 1-3 days a week to capture content and cover events for social media.

Additional in-person days may be expected based on the schedule of events and activities. This position reports to the Senior Director of Marketing.

Must be available to participate in occasional (1-2x/month) early evening remote meetings in order to connect with the Australia campus (12-15 hour time difference).

REPRESENTATIVE RESPONSIBILITIES:

The following responsibilities are general duties that a particular employee in this position may or may not be required to perform. The day-to-day duties required of this position may vary.

• Oversee social media content creation, including written, visual, and multimedia assets, ensuring alignment with brand guidelines and messaging.
• Create, manage and implement a content calendar with a focus on branding, NYFA students successes and enrollment. This will include management of social content and planning of specific, timely campaigns.
• Develop social media organic campaigns that align with marketing and institutional goals, with a focus on enrollment and the student experience. Collaborate with Advertising Strategist to align organic and paid social media efforts. Experience with creating and posting social media ads and sponsored posts expected.
• Strategically manage NYFA's presence on various platforms, including but not limited to Facebook, lnstagram, Twitter/X, Pinterest, Linkedln, Tiktok, YouTube, SnapChat, Letterbox, and additional new and emerging social media platforms as they become available.
• Attend on-campus NYFA events for social coverage and coordinate coverage for other campus events to be posted in a timely manner. Regularly capture campus life and student-related content and post to social media channels to showcase robust student experience.
• Coordinate with all NYFA campuses (NY, LA, Miami, Italy, Australia, and any future locations) to obtain and create content, photography, videos, event coverage and other assets and collaborations to post to related NYFA social media accounts.
• Work with the Senior Director of Marketing to evaluate and analyze the success of social media in relation to enrollment.
• Maintain a thorough understanding of industry trends and make appropriate recommendations regarding Social Media & PR strategies surrounding them. Collaborate with Sr Director on PR efforts to align and extend PR opportunities through social media reach.
• Manage public communications on social media to maintain positive relationships with the NYFA audience and to ensure continual, respectful, and appropriate engagement which encourages community building and enrollment. Oversee responses to comments and messages on each of NYFA’s social media accounts to encourage applications and enrollment.
• Create and analyze monthly/quarterly/annual social media reports, identifying key performance indicators and devising strategies for improvement.
• Collaborate with cross-functional staff in the areas of marketing, advertising, web, PR, design, and academic departments to align social media efforts with overall marketing and enrollment initiatives.
• Create original content and work with other team members and/or departments to create written and visual content for social media, content calendars, trending topics, and new initiatives.
• Coordinate with social media community managers, content creators, and social media ambassadors across the college. Monitor and work with other employees and departments with NYFA accounts on content creation and platform best practices.
• Provide guidance, training, or workshops to internal teams or community members on social media best practices, etiquette, and trends.
• Host live sessions, Q&A sessions, or interviews that resonate with the community's interests, providing valuable insights and entertainment. Coordinate social media "live" events, challenges, or contests to encourage participation and community bonding.
• Cultivate new relationships and potential collaborations/partnerships with brands and influencers that align with the NYFA brand and marketing objectives.
• Leverage existing media relationships and cultivate new contacts within business and industry media.
• Analyze social media metrics and user feedback to identify trends, preferences, and areas for improvement.
• Seek opportunities for innovation in new social media tools and platforms.
• Coordinate crisis management efforts related to social media, ensuring that Sr. Director and/or Senior Management are alerted in a timely and appropriate manner of any issues or risks. Coordinate responses to any issues or incidents as directed.
• Develop and execute inclusive social media strategies, crafting diverse and representative content, and implementing initiatives that promote Diversity, Equity, and Inclusion, fostering a welcoming and equitable community environment.
• Complete any ad hoc tasks as requested by senior management.

KNOWLEDGE AND COMPETENCIES:

• Advanced knowledge of social media and higher education.
• Excellent interpersonal skills with demonstrated ability to develop and maintain positive working relationships with individuals from diverse backgrounds.
• High level of professionalism and business etiquette.
• Excellent written and verbal communication skills.
• Excellent organizational skills and attention to detail.
• Ability to work independently with minimal supervision but can also work well in a team.
• Ability to handle multiple projects simultaneously and meet deadlines.
• Service and Action-oriented - does what it takes to meet project deadlines.

EDUCATION, EXPERIENCE & CERTIFICATION:

• Bachelor’s Degree in Marketing, Social Media, Communication, Business, Journalism, English, or a related field.
• 5-7 years of professional experience in social media strategy, management, and content creation.
• Experience working with social media marketing platforms - Facebook, Instagram, Twitter/X, Pinterest, Linkedln, Tiktok, YouTube, SnapChat, Letterbox, new and emerging platforms, etc.
• Experience in analyzing and explaining complex social media data.
• Experience with creating and posting social media ads and sponsored posts a plus. Understanding of how organic and paid social media align and support each other is a must.
• Experience with technologies and best practices for web design, web production, and creative design across multiple platforms.
• Proficiency with Microsoft Office Suite - Word, Excel, Outlook, PowerPoint, Canva or Photoshop, video editing, and other creative software.
• Preferred: Experience working in social media for Higher Education, Education and Professional Development, Film & TV, and/or Entertainment and Media, or related field.

REPRESENTATIVE MACHINES, TOOLS, EQUIPMENT AND/OR SOFTWARE USED:

The following machines, tools, equipment and/or software are common, but not always, associated with the performance of this position. Actual machines, tools, equipment and/or software used will vary.

• Google Docs, Excel, Word, Google Analytics, Facebook, Instagram, Twitter/X, Pinterest, Linkedln, YouTube, Photoshop, Canva, CRMs, Salesforce, Pardot, iMovie, Premiere, or similar social media and content editing software
• Office equipment including, but not limited to, computer, phone, fax machine copier, and calculator.

ENVIRONMENTAL / ATMOSPHERIC WORKING CONDITIONS:

The following environmental/atmospheric working conditions are commonly, but not always, associated with the performance of this position. The actual working conditions will vary:

• Office Environment
• Lift, carry, push and/or pull documents/boxes weighing up to 20 lbs.
• Sit for long/high periods of time to perform various computer/administrative tasks.
• Reasonable dexterity of hands and fingers to operate and/or manipulate computer keyboard and other office equipment.
• Verbally and effectively communicate utilizing face-to-face contact and telephones.