Mission Statement: 

University Advancement creates the conditions for opportunity – human, financial & experiential – by garnering and stewarding the resources that advance William & Mary.  

University Communications (UC) serves as William & Mary’s central communications office, comprising three teams that support and promote the vision, mission and values of the university. The Media Relations Team includes the university spokesperson and leads national media outreach, response, strategy and emergency communications. The Web Development & Strategy Team provides a suite of services to support campus digital and web communications, including collaborative planning, concepts, strategy and communications tools. The Content & Strategy Team leads public relations strategy, content strategy, communications planning, storytelling, internal communications, and social media. Part of University Advancement at William & Mary, University Communications coordinates closely with University Marketing and associated groups.

Summary:

Reporting to the Director of Social Media, the Associate Director for Social Media Content is responsible for creating compelling written content for William & Mary’s social media platforms, optimizing posts for visibility and engagement, and applying SEO best practices to improve discoverability. This position combines creative storytelling with data-driven strategies to grow the university’s digital audience.

The role includes writing engaging, on-brand copy for platforms such as LinkedIn, Instagram, YouTube, Facebook, Threads, Bluesky, and X, while collaborating with designers and multimedia producers to align visuals and messaging. Content is adapted for different audiences and platforms while maintaining a consistent voice. The Associate Director researches and implements best practices for hashtags, timing, and formatting, monitors trends and algorithm changes, and ensures accessibility compliance through alt text, captions, and inclusive language.

SEO responsibilities include conducting keyword research to inform campaigns, optimizing social media content for search visibility, and collaborating with marketing and web teams to align with broader SEO goals. The position tracks performance using analytics and keyword tools, recommends improvements based on data, and contributes to monthly and campaign-specific reports. Working with the Research and Analytics team, the Associate Director ensures accurate reporting of social media metrics. Additionally, the role supports efforts to elevate William & Mary’s brand across all media, ensuring alignment with the university’s content strategy.

The Associate Director will help foster a culture of belonging that provides opportunity for all people and perspectives. This is a hybrid position based in Williamsburg, VA, that offers a flexible work environment. 

Learn more about University Advancement and view the full position description for this job on the University Advancement recruitment website: https://advancement.wm.edu/come-work-with-us/open-positions/index.php.

Job Description:

Required Qualifications:

• Demonstrated experience creating written content for social media in a professional or organizational setting.

• Strong knowledge of social media platforms, trends, and audience engagement strategies.

• Proficiency with social media management tools.

• Exceptional written communication and editing skills.

• Ability to collaborate effectively in a fast-paced, deadline-driven environment.

Preferred Qualifications:

• Familiarity with SEO principles and keyword research tools (e.g., Google Keyword Planner, SEMrush).

• Ability to optimize content for YouTube and other video platforms.

• Experience researching and reporting on social media performance and analytics.

• Knowledge of accessibility standards for digital content.

• Familiarity with higher education or mission-driven organizations.

Conditions of Employment: 

• This position may require working outside of normal business hours.

Position Duties: 

55% - Social Media Content:

• Execute social media best practices for managing and developing creative content for university-level platforms.

• Research trends in social media technology and audience behavior to inform strategies for William & Mary’s social media presence.

• Ensure alignment with the university’s content strategy and maintain consistency with brand and visual identity standards.

• Develop messages across multiple platforms in compliance with the university’s social media guidelines.

• Serve as an on-call representative for emergencies and other after-hours needs on a rotating basis with other office members.

35% - Content Optimization:

• Ensure William & Mary’s social media content is optimized for success in both traditional search and emerging AI-driven search environments.

• Craft video, photo, and post descriptions using relevant keywords and phrases to improve discoverability for new and returning audiences.

• Research and implement SEO best practices for social media, collaborating with external partners to align organic and paid efforts.

5% - Project Management:

• Collaborate on projects and events with university partners, including University Marketing, University Events, Undergraduate Admission, Alumni Association, Tribe Athletics, and professional and graduate schools.

• Participate as a member of multiple project teams.

• Apply project management principles effectively.

• Assist with project management as part of the University Communications social media team.

5% - Social Media Analytics:

• Track and analyze social media performance metrics to inform William & Mary’s engagement strategies and content development.

• Assist in producing analytical reports for university stakeholders.

APPLY HERE