Job Description Summary:

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.

Reporting to the Senior Director of Social Media, the Social Media Specialist is responsible for fostering meaningful interactions across William & Mary’s social media platforms. This role focuses on building relationships with audiences at every phase of their journey, managing conversations, and cultivating a vibrant, inclusive online community. The ideal candidate is a skilled communicator who thrives on engagement, understands platform dynamics, and is passionate about creating a positive digital experience. 

The social media specialist is responsible for managing communities and developing audiences on social media.  They will work closely with marketing and communications colleagues to elevate our brand across William & Mary’s social media platforms.

The Social Media Specialist proactively engages with audiences to strengthen community and brand loyalty, identifying user-generated content and storytelling opportunities, and monitoring conversations across platforms. Responsibilities include responding to comments and messages, moderating discussions to ensure a respectful environment, and tracking engagement trends and audience sentiment—all while maintaining a consistent voice aligned with university brand guidelines. This role works closely with content and strategy teams to align engagement efforts with broader campaigns and share insights that inform messaging. As part of the team elevating William & Mary’s brand, the Social Media Specialist helps enhance the university’s presence across all media and ensures alignment with the overall content strategy.

The Specialist 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:

Salary: $50,000 to $55,000 commensurate with experience and internal alignment.

A resume and cover letter are required for this position. Workday will not prompt you to submit a cover letter, but it is required for this role. For full consideration, submit application materials by the review date. Applications received after the review date will be considered if needed. 

Required Qualifications:

• Experience managing social media communities in a professional or organizational setting (2+ years).

• Strong written communication and interpersonal skills.

• Familiarity with social media platforms (LinkedIn, Instagram, YouTube, Facebook, Threads, Bluesky, X).

• Ability to handle sensitive or critical interactions with professionalism and empathy.

Preferred Qualifications:

• Experience in higher education, nonprofit, or mission-driven organizations.

• Familiarity with social listening tools and engagement analytics.

• Knowledge of community management best practices and online moderation.

• Understanding of digital accessibility and inclusive communication practices.

Conditions of Employment: 

• This is a non-exempt position, eligible to receive overtime in accordance with the Fair Labor Standards Act. This position may be subject to overtime during high peak times, etc. as directed and approved by the supervisor.

• This position is subject to additional hours beyond the typical workday/week, including evenings and weekends.

Position Duties: 

75% - Community Management:

• Build positive relationships with digital audiences at every phase of their relationship with the university, creating authentic connections and conversations that strengthen brand awareness and loyalty.

• Assist with answering community questions on our social media, especially prospective students and their families.

• Find opportunities for William & Mary to tap into new digital conversations and curate user-generated content.

• Monitor and moderate social media conversations about William & Mary and surface key insights to internal stakeholders.

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

• Proactively engage with audiences across social media platforms to build community and brand loyalty.

• Identify user-generated content and community story opportunities.

• Monitor, listen and respond to comments, messages, and mentions across social media platforms, while informing key stakeholders of potential issues or crises and making recommendations to guide content development efforts.

• Moderate discussions to ensure a respectful and inclusive environment in line with written social media community guidelines.

• Support the growth of social media audiences through strategic engagement.

• Track and report on engagement trends and audience sentiment.

• Maintain a consistent voice and tone across platforms in alignment with university brand guidelines.

15% - Social Media Content:

• Develop messages across multiple platforms in alignment with the university’s content and brand strategies and in compliance with the university’s social media guidelines.

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

• Ensure consistency with the university's brand and visual identity standards.

5% - Project Management:

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

• Participate as a member of multiple project teams. Effectively apply project management principles. Assist with project management as part of the University Communications social media team. 

5% - Social Media Analytics:

• Track and analyze social media influence measurements to better inform William & Mary’s social media engagement efforts and content strategies.

• Assist with the production of analytical reports for university stakeholders.

Additional Job Description:

Job Profile:

JP0162 - Public Relations & Marketing Specialist II - Nonexempt - Salary - S07

Qualifications:

Compensation Grade:

S07

Recruiting Start Date:

2026-03-23

Review Date:

2026-04-13

Position Restrictions:

Continuing E&G funded position and not term-limited

EEO is the Law.  Applicants can learn more about William & Mary’s status as an equal opportunity employer by viewing the "Know Your Rights" poster published by the U.S. Equal Employment Opportunity Commission. https://www.eeoc.gov/know-your-rights-workplace-discrimination-illegal

Background Check: William & Mary is committed to providing a safe campus community. W&M conducts background investigations for applicants being considered for employment. Background investigations include reference checks, a criminal history record check, and when appropriate, a financial (credit) report or driving history check. 

Remote Work Disclaimer: Remote work eligibility is not guaranteed and is subject to approval. Employee eligibility depends on the likelihood of the employee succeeding in a remote work arrangement and the supervisor’s ability to manage remote workers. Departments and/or Human Resources may amend, alter, change, delete, or modify eligibility.