Lake Michigan College

The Social Media & Digital Advertising Specialist is responsible for developing, implementing, and managing the College’s social media and digital advertising campaigns.

The goal is to enhance the College’s online presence and engage a diverse community of current and potential students, faculty, staff, alumni, and community members.

Essential Functions:

• Content Creation: Create, curate, and schedule engaging and relevant content across various social media platforms (e.g., Facebook, Twitter, Instagram, LinkedIn, TikTok) to foster community engagement.
• Community Engagement: Monitor and respond to comments, messages, and mentions on social media channels in a timely and professional manner.
• Content Development: Collaborate with the Marketing team to develop compelling visual and written content, including graphics, videos, and articles to support social media and advertising efforts.
• Content Tailoring: Ensure social media content is tailored to the platform and audience, adheres to LMC branding guidelines, and aligns with campaign objectives.
• Collaboration: Collaborate with student organizations and departments to promote events, programs, and initiatives.
• Digital Advertising: Work with outside providers to plan, execute, and optimize digital advertising campaigns across platforms to reach target audiences.
• Performance Monitoring: Meet with outside providers at least monthly to monitor ad performance, analyze key metrics, and adjust campaigns to achieve optimal results and ROI.
• Trend Awareness: Stay up-to-date with digital advertising trends, tools, and best practices.
• Performance Reporting: Regularly track and report on the performance of social media and digital advertising initiatives, providing insights and recommendations for improvement.
• Competitive Analysis: Monitor the competitive landscape and industry trends to identify opportunities for growth.
• Support: Provide support for other Marketing projects and divisional events as required.

Accountabilities:

The Social Media & Digital Advertising Specialist reports to the Executive Director of Marketing & Communications.

They are responsible for producing, distributing, and managing creative content related to College communication initiatives.

Job Specifications:

• Bachelor’s degree required, with major coursework in marketing, communications, journalism, new media studies, art, graphic design, film/video production, or a related field.
• One to three years of demonstrated experience in social media content creation and management and digital advertising.
• Experience with photography and/or videography and video editing preferred.
• Ability to manage multiple priorities and deadlines.
• Ability to work independently and as part of a team.
• Analytical mindset with the ability to interpret data, draw conclusions, and make data-driven recommendations.
• Excellent creative, communication, interpersonal, and organizational skills.
• Knowledge of SEO, SEM, and digital marketing best practices.
• Proficiency in Microsoft Office.
• Must be able to work evening and weekend hours as College events require.
• Extended work hours beyond a traditional 40-hour work week are periodically required.
• Examples of social media content and management to be submitted with the application.

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