Social Media Specialist

Gannett Co; McLean (VA); Remote; USD 73,000 - 90,000; Full time

Job summary

USA TODAY is seeking a high-energy Social Media Specialist with journalism experience to monitor and advise on the performance and innovation of USA TODAY's social media portfolio.

The ideal candidate will lead audience-focused experimentation, translate data into actionable insights, and collaborate across divisions to strengthen engagement and revenue opportunities. This remote role can be based anywhere in the US, with potential base at a local newsroom.

Qualifications

• Bachelor's or master's degree in communications, journalism, marketing or related field or equivalent combination of education and experience.
• 5+ years of experience in digital journalism or newsroom leadership, including experience in a digital, print, or television news organization.
• 3-5 years of experience in analytics, with a preference for content analytics.
• Proven passion and experience with storytelling via social media across major platforms.

Responsibilities

• Lead USA TODAY's social media strategy, assessing portfolio performance and driving innovation.
• Develop cohesive brand identity and tailor content to user needs on social media.
• Plan the entire audience journey, guiding actions users take with our content.
• Support newsroom in social media issues and engage with industry partners.
• Monitor performance, identify growth opportunities, and lead experiments with content strategy.
• Translate data points into actionable insights using analytics tools.
• Adapt platform strategy in real time during breaking news and major events.
• Collaborate across divisions to improve social media revenue and retention.
• Coach journalists on social media best practices and train newsroom staff.

Skills

Data analytics

Social media strategy

Audience growth

Leadership

Coaching journalists

Education

Bachelor's/Master's degree

Tools

Google Analytics

Parse.ly

Hootsuite

Echobox

Job description

USA TODAY is looking for a high-energy, audience-focused Social Media Specialist with journalism experience (required) to monitor and advise on the performance and innovation of USA TODAY's social media portfolio.

The ideal candidate is passionate about preserving the future of news through innovative storytelling and engagement experiences. This role is right for you if you're constantly monitoring the latest trends in social media and emerging platforms, including in the creator industry, and love to experiment and innovate.

As a key strategic leader on the new USA TODAY audience team, you will combine expertise in social media strategy, data analytics, and platform insights to grow audience and discoverability, deepen engagement, and support new revenue opportunities. You will lead audience-focused experimentation across social media, testing new approaches, formats, and engagement strategies that drive measurable growth.

We're looking for someone who can anticipate and respond to shifts in platform trends and audience behavior, continually refining strategy while ensuring the consistency of our brand voice and identity across our portfolio of accounts.

In this role, you will also help strengthen audience engagement across the newsroom by coaching journalists on effective social media practices that build trust and loyalty. The successful candidate will be a collaborative, strategic thinker who can work across divisions and translate company-wide priorities into clear, actionable plans for the newsroom. In addition, you will actively represent USA TODAY in strategic conversations with industry and platform partners.

Help us ensure the future of journalism is strong and that our newsroom continues to evolve to meet the needs of a growing digital audience.

This position is remote and can be based anywhere in the US, except for Alaska, Hawaii and Wyoming. If you live near one of our local newsrooms, you may have the option to use that as a base of operations.

Responsibilities:

• Lead USA TODAY's social media strategy, working with USA TODAY leaders and the broader USA TODAY audience team to assess our portfolio and performance, develop audience journeys and drive innovation.
• Help USA TODAY develop a cohesive brand identity/style of our journalism on social media and pair content to meet user needs.
• Develop strategies that encompass the entire audience journey, thinking about every action we want a user to take with us.
• Assist newsroom in troubleshooting social media issues and represent USA TODAY in strategic conversations with industry, influencer and platform partners.
• Monitor performance, identify growth opportunities, and lead experiments in partnership with content strategy.
• Translate data points into actionable insights. The right candidate deeply understands data tools and knows how to apply their analytical mindset to content.
• Adapt platform strategy in real time to deliver timely, relevant experiences during breaking news and major events.
• Partner across divisions to improve social media revenue and consumer retention.
• Collaborate with AI leads to test and implement tools that strengthen workflow efficiency.
• Coach journalists on social media and engagement best practices and lead training for reporters, visuals journalists, and editors.
• Balance and execute editorial and business priorities while keeping audience needs and broader organizational goals at the center of every decision.

Requirements:

• Bachelor's or master's degree in communications, journalism, marketing or related field or equivalent combination of education and experience.
• 5+ years of experience in digital journalism or newsroom leadership, including experience in a digital, print, or television news organization. Journalism experience is mandatory .
• 3-5 years of experience in analytics, with a preference for content analytics.
• A proven passion and experience with storytelling via social media, with expertise in platforms such as Reddit, Discord, WhatsApp, Instagram, TikTok, X, Facebook, YouTube, Threads and more.
• Strong knowledge of the digital media and creator landscape and the role social media plays in audience engagement, discoverability, retention, and revenue.
• Ability to independently manage priorities and execute across competing demands.
• A collaborative spirit, able to lead not only direct reports but peers across the organization and a passion for coaching others.
• Strong business judgment and the ability to align editorial work with audience and organizational goals.

Technical specifications:

• Experience using AI and automation to enhance journalism, social media or production workflows.
• Proficiency with Google Analytics, Parse.ly, or similar analytics platforms.
• Expertise in platform-specific data tools such as Meta, YouTube, TikTok, Reddit, and X is required.
• Experience with third-party distribution tools like Hootsuite, True Anthem or Echobox is preferred.
• Excellent communication skills, both written and verbal, to effectively convey findings and recommendations to diverse stakeholders.
• Familiarity with news products and journalism and understanding of media analytics and ethics.

The annualized base salary for this role will range between $73,000 and $90,000. Base compensation is reflective of many factors, including, but not limited to, the market in which one lives/works, individual education level, skills, certifications and experience. Note: variable compensation is not reflected in these figures and based on the role, may be applicable.