Social Media Specialist

Minnesota PBS; Saint Paul (MN); Hybrid; USD 70,000 - 80,000; Full time

Job summary

Minnesota PBS is seeking a Social Media Specialist to lead the planning, creation, and optimization of its social channels. You will translate brand priorities into platform-specific strategies, produce native content, and manage campaigns that build awareness, grow audiences, and deepen engagement.

The role emphasizes hands-on content development, editorial judgment, and analytics to guide decisions and measure success.

Qualifications

• Bachelor’s degree or equivalent combination of education and experience.
• 5+ years of progressively responsible experience developing and executing social media strategies in a fast-paced environment.
• Experience building end-to-end social strategies from audience planning through production, publishing, measurement, and optimization.
• Proven ability to develop platform-native content including short- and mid-form vertical video, graphics, photography, and written content.
• Experience in on-camera content creation and communicating effectively on camera.
• Experience with YouTube and short-form video optimization.
• Experience managing integrated campaigns with multiple stakeholders.

Responsibilities

• Lead the execution of an integrated social media strategy aligned with Minnesota PBS’s mission, brand, priorities, audience goals, and fundraising objectives.
• Develop platform-specific strategies with defined audiences, content pillars, formats, and publishing cadence.
• Translate plans into social media editorial calendars, content plans, and campaigns.
• Use insights and trends to identify opportunities to grow priority audiences.
• Develop and manage influencer/creator strategy and staff/community partnerships.
• Manage social media budget and prioritize opportunities based on impact.
• Own day-to-day management of primary platforms, scheduling, publishing, and community engagement.

Skills

Strategic thinking

Editorial judgment

Video editing

Writing

Analytics

Audience insights

Collaboration

Education

Bachelor’s degree in marketing/communications/digital media or equivalent

Tools

Sprout Social

Meta Business Suite

Adobe Premiere Pro

CapCut

Canva

Job description

Reporting to the Director of Marketing & Communications, the Social Media Specialist leads the planning, development, execution, and optimization of Minnesota PBS’s social media presence across its primary platforms. This role translates organizational, brand, programming, audience, and membership priorities into platform-specific social strategies that build awareness, grow audiences, deep­en engagement, and drive measurable results.

The ideal candidate is a strategic thinker and hands‑on social media creator who understands why content works — and how to make it. They bring strong editorial judgment, creative instincts, analytical rigor, and a deep understanding of how audiences behave differently across platforms.

Compensation: $70,000 to $80,000 annually in addition to company provided benefits.

Hybrid Work Environment: Candidates must live in or be willing to relocate to the Twin Cities Metro area and report to the onsite office a minimum of three days per week on Tuesdays, Wednesdays, and Thursdays.

SOCIAL MEDIA PLANNING & CREATION (55% of time)

• Lead the execution of an integrated social media strategy aligned with Minnesota PBS’s mission, brand, organizational priorities, audience goals, and membership/fundraising objectives.
• Develop platform‑specific strategies that define target audiences, content pillars, formats, publishing cadence, and desired outcomes for each channel.
• Translate annual marketing plans and organizational priorities into social media editorial calendars, content plans, and campaigns.
• Use audience insights, platform data, research, cultural trends, and emerging behaviors to identify opportunities to reach and grow priority audiences.
• Develop and execute social media campaigns supporting programming, premieres, digital series, station initiatives, events, fundraising, membership, and brand priorities.
• Conceptualize, produce, and edit original, platform‑native content from idea through execution, including short‑form vertical video, graphics, and written content.
• Develop and manage influencer and creator strategy, including opportunities to leverage staff, community partners, and external creators as brand ambassadors.
• Manage the social media budget and prioritize opportunities based on audience value, organizational objectives, available resources, and expected impact.

SOCIAL MEDIA MANAGEMENT & COMMUNITY (20% of time)

• Own day‑to‑day management of primary social media platforms, including Facebook, Instagram, Threads, TikTok, YouTube, LinkedIn, and emerging platforms as appropriate.
• Manage content scheduling, publishing, optimization, monitoring, and community engagement across platforms.
• Establish and maintain effective workflows for content development, approvals, publishing, and cross‑departmental collaboration.
• Monitor social conversations, trends, platform changes, and emerging opportunities and determine when and how Minnesota PBS should participate.
• Serve as a trusted social media resource for colleagues across the organization, providing strategic counsel and recommendations on opportunities and best practices.
• Ensure social content reflects brand, mission, voice, accessibility standards, and commitment to Inclusion, Diversity, Equity, and Accessibility (IDEA).

PAID DIGITAL MARKETING (10% of time)

• Establish a social media measurement framework, including key performance indicators, benchmarks, and milestones tied to organizational and audience goals.
• Analyze performance across platforms, campaigns, content types, formats, and audiences to identify what is working and where opportunities exist.
• Use data and audience insights to make strategic decisions about content, platforms, audiences, formats, publishing cadence, and campaigns.
• Develop and execute a test‑and‑learn approach to improve content performance and audience growth.
• Translate analytics into clear, actionable insights and recommendations, moving beyond what happened to understand why it happened and what should happen next.
• Develop regular reporting and dashboards and communicate performance, insights, and recommendations clearly to leadership, executives, and cross‑functional stakeholders.

ANALYTICS & PERFORMANCE (10% of time)

• Translate marketing and audience data into actionable recommendations for campaign strategy and future planning.
• Develop regular reports and dashboards that communicate results and insights.
• Analyze audience behavior and marketing performance to inform future campaigns.
• Recommend optimization strategies based on performance data.

OTHER DUTIES AS ASSIGNED (5% of time)

• Participate as an active member of the Marketing & Communications team within the MarComm department – contribute to shared goals and collaborate with colleagues on achievement of priorities.
• Provide guidance and mentorship to staff, partners, and other contributors as appropriate.
• Other duties as assigned.

Required Experience

• Bachelor’s degree in marketing, communications, journalism, digital media, or a related field, or equivalent combination of education and work experience.
• 5+ years of progressively responsible experience developing and executing social media strategies in a complex, fast‑paced environment.
• Demonstrated experience developing end‑to‑end social media strategies, from audience and content planning through production, publishing, measurement, and optimization.
• Proven ability to develop compelling, platform‑native content, including short- and mid‑form vertical video, graphics, photography, and written content.
• Demonstrated on‑camera experience creating social and digital content, with the ability to communicate naturally and effectively on camera.
• Experience developing and optimizing YouTube and short‑form video content.
• Experience managing integrated campaigns involving multiple stakeholders, priorities, and deadlines.
• Experience with social media management and analytics platforms such as Sprout Social, Meta Business Suite, and comparable tools.
• Strong hands‑on video editing skills, with experience using tools such as Adobe Premiere Pro, CapCut, or comparable platforms; experience with Canva and motion graphics tools.
• Strong writing, storytelling, editorial judgment, and visual content skills.
• Demonstrated experience using analytics and audience insights to inform strategy and optimize performance.

Preferred Experience

• Experience working in public media, media, entertainment, nonprofit, or another mission‑driven organization.
• Experience developing audience growth strategies for digital or media brands.
• Experience developing or managing influencer, creator, or ambassador programs.
• Experience using paid social media to support audience growth, engagement, website traffic, or conversion goals.
• Experience using emerging social platforms, AI tools, and new technologies to improve content development, audience engagement, and workflow efficiency.

Knowledge, skills and abilities

• Strong organizational and time management skills. Able to multitask in a fast‑paced, time‑sensitive production environment.
• Excellent written, verbal, and interpersonal communication skills.
• Ability to work collaboratively and communicate effectively with all team members.
• Commitment to advancing Inclusion, Diversity, Equity and Accessibility (IDEA) priorities within the organization.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
This employer is required to notify all applicants of their rights pursuant to federal employment laws.For further information, please review the Know Your Rights notice from the Department of Labor.