Social Media Manager Job at Touro University in New York

Overview

As the Social Media Manager, you will lead our social media presence across multiple platforms by developing and executing organic strategies that enhance the institution’s brand, support recruitment and retention efforts, promote academic programs, highlight faculty and alumni achievements, and foster community engagement.

A core aspect of this position is building real connections with students, alumni, faculty, and staff. In-person community engagement is essential—you'll be expected to identify stories and generate original photo and video content on a weekly basis by actively participating in campus life. If you’re passionate about storytelling and love keeping your finger on the pulse of what’s happening in your community, this role is for you.

Comfort working independently is essential. While you’ll operate under the guidance of the Director of Marketing, there is no dedicated social media team to collaborate with. You will be responsible for identifying content opportunities, keeping up with academic and admissions calendars, and proactively engaging with all segments of the campus community. Success in this role depends on your ability to be self-directed, take initiative, stay organized, and draw on your existing experience in social media management.

NYSCAS has an exceptionally diverse student body and has been described as a “school of dreams,” filled with inspiring stories. We consider it a privilege to serve students from all walks of life, and we are committed to showcasing that diversity. The ideal Social Media Manager is someone who not only respects but takes a genuine interest in the wide range of student experiences and is eager to help tell those stories with authenticity and care.

While we have a significant population of traditional high school graduates, approximately 50% of our students are over the age of 30, with many balancing full-time jobs and family responsibilities. As a commuter school, we also lack the traditional campus life programs found at larger universities. This unique student demographic requires a Social Media Manager who brings creativity, empathy, and strategic effort to authentically connect with and consistently showcase our student body.

The ideal candidate for this role is skilled at making connections across diverse groups, comfortable approaching new people and initiating conversations, doesn’t get discouraged when people are unresponsive, and persistent with relationship-building even in challenging situations.

This Is a Hybrid Role With Some Travel Required

Responsibilities

• Post a minimum of 3x / week to our main accounts (Instagram, Facebook, LinkedIn, X, and YouTube)
• Plan, create, and schedule original content (copy, graphics, photos, videos) across platforms
• Maintain a content calendar and ensure consistency in voice and brand across channels
• Respond to all comments, direct messages, and mentions in an appropriate manner, within one business day
• Consistently create high-quality photo and video content for social media that features the Touro community
• Develop and maintain relationships with students, alumni, faculty, staff, and admissions personnel
• Work closely with and interview faculty, staff, students, and alumni to gather content ideas, testimonials, and visual assets that align with strategic goals
• Attend and create content at on-campus, online, and off-campus events
• Ensure all content adheres to the institution's brand guidelines and tone of voice, maintaining a consistent and professional image across all platforms
• Collaborate with the deans, communications, and admissions teams to support institutional campaigns and marketing objectives that require social media content and involvement
• Collaborate with internal departments such as career services, student services, student organizations, alumni councils, and academic clubs to source content and amplify their initiatives
• Engage with current students, prospective students, and other Touro accounts via our social media channels
• Keep your finger on the pulse of what's happening at NYSCAS, including our academic calendar, admissions recruiting calendar, and special events that are specific to a campus or program
• Craft narratives for social media, highlighting the experiences, goals, and achievements of our community members
• Monitor trends in social media, higher education marketing, and digital communications to inform content and engagement strategies
• Track key performance indicators (KPIs) and provide performance reports with insights and recommendations for improvement
• Collaborate with leadership during crisis situations to ensure accurate and timely messaging
• Monitor social media for reputational risks and opportunities to reinforce institutional values

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