Social Media Manager

GBH enriches people's lives through programs and services that educate, inspire, and entertain, fostering citizenship and culture, the joy of learning, and the power of diverse perspectives.

At GBH, we believe in the advantages of coming together to build community, mentor and learn from colleagues, and connect more deeply with our mission. As a result, the majority of our staff are hybrid and work both from home and onsite. Our current hybrid approach requires staff to work onsite a minimum of two days each week, every Tuesday and one other day, to be determined by their business unit. Hybrid staff are also welcome to come in additional days each week or may be asked to come in on other days by their manager.

DEPARTMENT OVERVIEW

FRONTLINE is PBS's flagship investigative documentary series, exploring the issues of our time through journalism that speaks truth to power.

As a member of public media, it is a core part of our mission to reflect the diverse perspectives of all the people we serve, while grounding our work in an understanding of how forces, including racism, sexism, and classism, have shaped American life and institutions. We seek both to foster a work environment and to produce journalism that values inclusiveness and reflects the broad perspectives of the American public, from all racial, ethnic, religious, and socioeconomic backgrounds, sexual orientations, gender identities and functional limitations, particularly those from historically underrepresented communities.

JOB OVERVIEW

FRONTLINE is seeking a Social Media Manager to manage daily posting on its social media accounts, someone who will work on keeping FRONTLINE's current social media audiences engaged but be a collaborative innovator on tactics that will attract new audiences. This position will post FRONTLINE content in coordination with the Director of Marketing & Communications and the Editorial team and regularly track and chart social media analytics and trends. This role works across multiple platforms.

A priority focus for this role will be the creation of social media assets (via Photoshop or Canva) and harnessing the power of AI to determine opportunities for FRONTLINE to tap into its rich archive of multiplatform storytelling.

RESPONSIBILITIES

• Manage daily posting to FRONTLINE's social media accounts, prioritizing Instagram, Tik Tok, LinkedIn, Threads, Facebook and BlueSky.
• Create social media content (video, graphic, text and combinations thereof) which promote FRONTLINE documentaries, projects, podcasts, digital stories, announcements and awards.
• Manage social media campaigns for tentpole initiatives, including collaborations with PBS and other editorial partners.
• Write SEO-friendly headlines, video titles, video descriptions and additional copy that align with FRONTLINE editorial guidelines and are optimized for individual social media platforms.
• Work with FRONTLINE's editorial team to ensure that all social media copy and assets are approved for publication.
• Create, maintain, and share a social media content calendar, ensuring that the most up-to-date publication schedule for FRONTLINE initiatives is represented.
• Identify opportunities for community engagement with our social media audiences and devise response tactics.
• Devise and manage social media activations focused on audience engagement.
• Create and distribute social media assets and toolkits for each FRONTLINE episode and initiative to key stakeholders.
• Is the social media liaison for FRONTLINE to PBS and other partners.
• Work with the audience development team to identify, vet and strategize use of social media influencers.
• Create social media content for FRONTLINE executives as needed.
• Create quarterly reports on FRONTLINE's social media analytics and trends.
• Use FRONTLINE and GBH-approved AI tools to aid in social media creation.
• Oversee the social media hygiene for FRONTLINE's platforms and stay up to date on best practices.

SKILL SET

• Proven success managing social media accounts for news organizations.
• Strong news judgment.
• In-depth knowledge of social media best practices, tools and trends.
• Strong writing skills, with the proven ability to discern voice and tone.
• Strong social media video editing skills, with published clips for established social media platforms.
• Strong aesthetic eye for social media graphics and the ability to work in Photoshop and Canva. Illustrator is a plus.
• Experience with social media analytics and publishing tools (Sprout, native platform analytics and scheduling, Google Analytics, etc.)
• Strong presentation, communication, and organization skills.

EDUCATION AND EXPERIENCE

• A minimum of 3 - 5 years of relevant experience, preferably with a major news organization.
• Bachelor's degree or equivalent work experience required.

JOB SPECIFICS

Staff position

Hybrid position

LOCATION

1 Guest Street, Boston, MA 02135

This position is located in Boston, MA, and requires on-site presence.

Salary Range
$57,860 - $71,000Compensation offered within this range is determined by skills, experience and internal pay equity.

GBH is an equal opportunity employer. The community and audience we serve are diverse, and we wish to foster that diversity in our workplace. Toward that end, GBH does not discriminate against individuals in hiring, employment, or promotion based on race, religion, color, sex/gender, gender identity and gender expression, age, marital status, national origin, sexual orientation, citizenship, disability, veteran or military status, political belief, pregnancy, genetic information, or any other characteristic protected by law.

Application Process Assistance

GBH will reasonably accommodate applicants with disabilities who need adjustments to participate in the application or interview process. To initiate an accommodation request, contact the Human Resource department by sending an email to human_resources@wgbh.org or by calling 617-300-2000.

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