Director of Social Media

About the position

If you're looking for the chance to learn, grow, and make a contribution to the community, look at employment opportunities with Full Sail University. You'll find your choice of career opportunities, great benefits, an environment that welcomes and values creativity, and a work experience that is both challenging and rewarding! The Director of Social Media leads the strategic vision, execution and optimization of Full Sail University's multi-platform social media presence, maximizing reach, engagement, brand impact and community support. This role oversees content development, digital engagement, and social listening, ensuring all content is platform-optimized, innovative, and aligned with institutional and brand objectives. The ideal candidate is a creative visionary and skilled leader, experienced in managing content production, engagement teams, and performance optimization across all major social platforms. This role will also focus on utilizing social analytics, performance insights, and emerging trends to refine content strategies and maximize impact. Additionally, the Director spearheads community engagement and brand reputation management, leading real-time social listening efforts, crises response strategies and student support initiatives through the live chat and digital communications teams.

Responsibilities

• Develop and implement a comprehensive social media content strategy tailored for each platform (Instagram, TikTok, Facebook, X, LinkedIn, YouTube, Threads, Discord, etc.).
• Oversee the creation of engaging, platform-optimized content including videos, graphics, stories, reels and written posts, ensuring a mix of high-engagement, community-driven, and brand-driven content.
• Align social media content with broader marketing campaigns, brand messaging, and institutional objectives, while creatively capturing the unique aspects of the community.
• Lead content ideation and production for digital advertising creative, working with marketing leaders to support paid social strategies.
• Provide strategic creative direction for the content team, ensuring all assets align with brand guidelines, audience expectations, and compliance requirements while maximizing engagement and impact.
• Collaborate with other internal creative teams and external brand partners to develop high-performing content that enhances engagement and brand affinity.
• Stay ahead of social media trends, content formats, and platform changes while seeking to implement innovative content strategies that keep the brand at the forefront of digital engagement.
• Develop and execute engagement strategies to foster an active and engaged online community, ensuring responsive, meaningful interaction with students, alumni and brand advocates.
• Lead social listening initiatives, utilizing analytics tools to track brand mentions, audience sentiment and emerging trends for proactive engagement and brand management.
• Manage real-time response strategies for student concerns, crisis communications, and brand reputation, ensuring timely and strategic messaging.
• Oversee the social media digital communications team working alongside the digital communications manager and team leaders to ensure that digital communications agents are fully trained and aligned with current product, processes, policies, and messaging protocols.
• Optimize messaging escalation procedures, providing leadership and strategic guidance in high-impact conversations and crisis situations.
• Track, analyze and report on key social media performance metrics, providing insights into content effectiveness, audience engagement and platform growth.
• Utilize Sprinklr and other analytics tools to measure social media performance, audience insights, and emerging opportunities.
• Provide data-driven recommendations to optimize social content, engagement strategies, and digital advertising performance.
• Collaborate with Director of Paid Media to track effectiveness of digital advertising creative and ensure alignment with marketing campaign themes.
• Present insights, findings, and actionable recommendations to stakeholders to optimize future strategies.
• Maintain social media and digital advertising asset library.
• Manage social media technology platforms, including contract negotiations and renewals for social media management tools and social listening software.
• Work with IT and compliance teams to ensure all social media platforms, live chat systems, and digital communications tools function seamlessly and securely.
• Oversee budget planning for social media production, technology tools, and external services.

Requirements

• Proven leadership experience in managing social media, content, and engagement teams, including content creators, strategists and community managers.
• Expertise in brand reputation management, social response strategies, and crisis communications.
• Deep knowledge of social media trends, platform algorithms, audience behavior, and emerging digital engagement strategies.
• Strong background in content production, digital storytelling, copywriting and visual media creation.
• Experience developing and optimizing digital advertising campaigns for social media.
• Proficiency in social listening, sentiment analysis and audience insights.
• Proven track record of growing social media reach, engagement and community loyalty.
• Advanced proficiency with social listening management, analytics, and listening tools (e.g. Sprinklr, Google Analytics, etc.).
• Ability to translate social media and CRM data into actionable strategies that improve content performance and audience engagement.
• Strong leadership and mentorship skills in guiding creative teams, content creators and customer engagement teams.
• Excellent communication and cross-functional collaboration skills with experience managing relationships across marketing, creative, executive and external partners.
• Strong project management and organizational skills, with a track record of successfully managing multiple initiatives and meeting deadlines.
• Experience in contract negotiations and budget management.

Nice-to-haves

• BS Degree preferred

Benefits

• Great benefits
• An environment that welcomes and values creativity
• A work experience that is both challenging and rewarding