Massachusetts General Hospital

The MGH Institute of Health Professions, the only degree-granting affiliate of Mass General Brigham, seeks a dynamic Social Media Manager who will hone our social media strategy and subsequently oversee efforts that will increase audience engagement and awareness of the Institute’s mission and place within the health care system and beyond.

Reporting to the Chief Communications Officer (CCO), the Social Media Manager will be a highly collaborative and strategic thinker who can create compelling social media content that elevates the profile of the Institute among external audiences, particularly prospective students, but also current students, faculty, staff, alumni, donors, and the local community.

Working in the Office of Strategic Communications (OSC), the Social Media Manager will be well-versed in the latest social media trends, tools, and approaches and will utilize multimedia content as part of an overall strategy to maximize engagement and awareness. The Manager will work collaboratively with faculty, program leaders and students to obtain content necessary to carry out the tactics of the strategic campaign.

The Manager will routinely collect and analyze data to assess campaign effectiveness and adjust where necessary. Along with overseeing content creation and posting, he/she will train social media contributors/content providers and provide social media guidance to the wider community (programs and entities within the school that manage their own smaller social media channels).

Additionally, the Manager will lead in the creation of the weekly newsletter and oversee the MGH Institute’s central platform for news and announcements.

DUTIES

• Primary management of the Institute’s social media channels: X (formerly Twitter), LinkedIn, Facebook, Instagram
• Creation of TikTok account and development of associated strategy
• Regular social media content creation that furthers the MGH Institute’s communications and marketing goals
• Creating and executing strategy with content that promotes:
  • MGH Institute brand
  • Programmatic claims, differentiators, leadership, and credibility
  • Student life, education in action, faculty accomplishment, and alumni career success
• Developing and maintaining a content calendar aligning with written content and Enrollment Marketing assets
• Data collection and analysis (activity, engagement, reach, followers, etc.)
  • Reframing strategy based on insights
• Monitoring
  • Social media trends, tools, technologies, applications
  • MGH Institute’s academic program and non-institutional MGH Institution social pages
  • Competitors on social media
  • Mentions of the MGH Institute on social media platforms
• Community management (direct messages, comments, re-shares, etc.)
• Taking photography (if needed) to accompany social posts
• During crises: correcting misinformation, disseminating accurate information, and monitoring social media discussions
• Fielding social media requests from MGH Institute community
• Mining content from Institute community
• Training personnel re: social media best practices
• Overseeing weekly internal newsletter, “The IHP This Week”
  • Compiling stories written by OSC, editing, finalizing photography, formatting, and distributing to community
  • Utilizing some social media posts as newsletter content
• Overseeing Institute’s Microsoft Vitals page, the central platform for news, events, and announcements; troubleshooting issue s
• Perform other related duties as needed

SUPERVISORY DUTIES

• Interns and graduate assistants

EDUCATION

• 2-3 years of experience with social media campaign creation and execution
  • Demonstrated social media insight and ability to adapt strategies if needed
  • Public Relations / Communications background an added bonus
• Track record of strong video and photography content creation for social media
• Excellent writer
• Strategic thinker who’s not afraid to try new ideas
• Strong organizational and technical skills
• Multi-tasking collaborator with attention to detail
• Self-starter who can work independently
• Proficiency with Sprout Social, and Word, Excel, PowerPoint, social media analytics
• Bachelor’s degree in communications / marketing or related field

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