Social Media Associate

Role Summary

The Social Media Associate is responsible for the management of the institutional social media communities of the Lebanese American University. By planning a content strategy and a social media calendar, the associate will ensure internal alignment.

The associate will execute the plan by creating, covering, or curating relevant content, engaging with the audience and being responsive to community feedback. S/he is responsible for the implementation of the university’s social media policy namely to ensure the operational continuity of numerous non-central yet official, LAU-branded channels, and their adherence to the policy. The associate plays an instrumental role in disseminating LAU’s brand promise and success stories through regular organic posts and paid components.

Main Duties & Responsibilities

• Builds up LAU’s social media presence and increases awareness and engagement by building communities, managing channels, developing content calendars, and maintaining relationships with other social media owners at LAU
• Develops and implements social media guidelines, processes, and tools to ensure all LAU-branded channels are consistent in the application of key strategic and branding requirements
• Integrates analytics and research into the decision-making and planning of social media strategies
• Sets up and manages paid online campaigns (content boosting and advertising), tracks performance, and adjusts campaigns accordingly
• Manages all institutional social media platforms; manages social media content calendar, campaigns and day to day activities including the creation, curation, and publishing of content (photos, videos, text, etc.)
• Updates plans on a regular basis; reports regularly on results
• Tracks and monitors social media platforms, monitors comments and conversations, uses analytics to assess performance, and provides regular reports on results and improvements
• Engages, listens to and responds regularly to followers on social media platforms; responds in a timely way to community needs with messaging and content consistent with the brand and social media plan and guidelines
• Ensures the timely utilization of social media for crisis communications; implements messaging to integrate social media in the responses; monitors conversations to interact where appropriate or to escalate internally; maintains availability during evenings and weekends for crisis communications; provides context to guide crisis communications strategies and messaging
• Ensures the operational continuity of non-central, yet LAU-branded, channels by maintaining the necessary administrative-level authorizations in a secure and confidential manner; monitors content to verify adherence to the social media policy
• Ideates and sometimes creates shareable content in line with the LAU brand pillars; customizes the content for the different social media platforms
• Collaborates with other Stratcom teams (communications, creative, editorial) to develop and implement campaigns, and to leverage more effective digital efforts
• Collaborates with other departments to manage reputation, identify key players and coordinate actions; advises other social media teams on community-building initiatives and on LAU brand consistency; provides guidance to other social media owners upon request
• Develops recommendations on emerging digital trends and on responding to sensitive or complex issues
• Promotes social media within the university, fosters relationships to increase reach and amplify content, including building networks with actual or potential social influencers (faculty, students, others)
• Develops a paid media budget; tracks the media budget performance; reports results and recommends changes
• Performs other duties pertinent to this job as assigned

Minimum Required Qualifications

• Bachelor’s degree in communication, journalism, marketing, graphic design, advertising, liberal arts, literature, or related field
• Minimum of 5 years of relevant social media experience
• Excellent English-language skills; full command of the language; ability to communicate fluently and effectively both with external audiences and with internal stakeholders
• Technology savvy; ability to find answers and resources; proficiency in generative AI
• Self-motivation to learn new skills, practices, trends
• Proven skills in social media, communication, digital communications, digital marketing
• Advanced social media skills in community management, multi-platform community management tools, social media analytics tools
• Experience and skills in crafting messaging in English (Arabic a plus)
• Experience and knowledge of modes of communications (photography, videography, image manipulation, graphic design, video edits)
• Knowledge of social media trends and best practices
• Collaborative, creative and innovative approach
• Stays abreast new communications strategies and developments
• Fluency in Arabic and English
• Ability to work under pressure

Work Schedule

The standard work schedule for this position is Monday through Friday 8:00 AM to 4:30 PM. However, due to the nature of the job, and/or to provide backup during staff absence, attendance may be required for late hours and during weekends/ holidays on both campuses.

Interested candidates should email their CVs with a letter of interest outlining the applicant’s relevant experience to vacancy1@lau.edu.lb, specifying the job title in the subject line. Candidates are requested to attach a portfolio of their work or provide social media handles that display their work.

CVs should include the exact month and year while listing the candidate’s professional experience and educational background.

Closing date for accepting applications is Monday, October 28, 2024.

No applications will be accepted after this date, and only shortlisted candidates will be notified.

The Lebanese American University is an Equal Opportunity Employer.