Social Media & Storytelling Strategist

McMurry University; Abilene (TX); On-site; USD 45,000 - 65,000; Full time

Job summary

McMurry University in Abilene, TX, seeks a Digital Media Specialist to lead social media strategy and compelling digital storytelling that supports enrollment and engagement. You will create platform-specific content, produce photo/video, and collaborate with campus partners to showcase student life and academics, while tracking performance and optimizing campaigns.

Reporting to the Director of Integrated Communications, you will help ensure brand consistency across channels and drive integrated

Qualifications

• Bachelor’s degree in marketing, communications, or related field.
• 1–3 years of professional experience in social media or digital content creation.
• Demonstrated experience managing social media platforms and executing campaigns.
• Strong writing, editing, and visual storytelling skills.
• Familiarity with social media management and analytics tools.

Responsibilities

• Lead the development and execution of a comprehensive social media strategy aligned with University goals and brand standards.
• Manage and grow McMurry’s primary social media channels, ensuring consistent voice, tone, and visual identity.
• Plan and execute an annual and ongoing social content calendar across platforms.
• Expand audience reach and engagement through strategic content development and active community management.
• Advise campus partners on social media best practices, account creation, and platform use.
• Create engaging, platform-specific content, including posts, photography, graphics, and short-form video that highlights the McMurry experience.
• Capture and produce high-quality photo and video content, including event coverage, interviews, and campus life, and edit short-form video optimized for social platforms.
• Collaborate with campus partners to identify and develop compelling stories that showcase student life, academic excellence, and campus culture.
• Ensure all content aligns with University brand guidelines and editorial standards.
• Develop and execute social media campaigns that support enrollment, advancement, and institutional initiatives.
• Collaborate with web and email marketing team members to support integrated, multi-channel campaigns.
• Provide content, messaging, and creative assets to support website and email marketing initiatives.
• Coordinate with internal stakeholders and external vendors to support campaign execution.
• Monitor and analyze social media performance, using data to inform strategy and improve outcomes.
• Track KPIs including engagement, reach, and conversions.
• Provide regular reports and insights to internal stakeholders.
• Identify opportunities to optimize content and audience engagement across platforms.

Skills

Social media strategy

Content creation

Analytics

Brand management

Education

Bachelor’s degree (marketing/communications)

Tools

Social media management tools

Analytics tools

Job description

McMurry University in Abilene, TX, seeks a Digital Media Specialist to lead social media strategy and compelling digital storytelling that supports enrollment and engagement. You will create platform-specific content, produce photo/video, and collaborate with campus partners to showcase student life and academics, while tracking performance and optimizing campaigns.

Reporting to the Director of Integrated Communications, you will help ensure brand consistency across channels and drive integrated