VPM is hiring a Social Media Manager

Virginia's home for Public Media (VPM)

Richmond (VA)

On-site

USD 65,000 - 68,000

Full time

6 days ago

Be an early applicant

Application generator

A complete application in a minute — tailored resume and cover letter, ready to send.

Get past ATS filters

Benefits offered by this job

17 PTO days (based on tenure tiers)

3 Floating Holidays

12 Federally Observed Holidays

Catastrophic Leave

Options for medical, dental, vision, 1

insurance

Company-paid Basic Life and AD&D

403b Retirement Plan w/ Match & 100% v

esting from Date of Hire

Learning & development opportunities

Education reimbursement

Job summary

VPM is seeking a creative, strategic Social Media Manager to lead our social presence, grow audiences, and collaborate with content, news, marketing, development, education, and community engagement teams in Richmond, VA.

The role oversees strategy, planning, publishing, and day-to-day management across platforms, develops platform-specific content, analyzes performance, and explores emerging tools like AI while upholding editorial standards.

Qualifications

Three or more (4+) years of relevant experience managing social platforms and creating digital content.
Demonstrated success developing and executing social media or digital audience strategies for a media, journalism, nonprofit, cultural, educational, or mission-driven organization.
Strong understanding of major social and video platforms, including Instagram, Facebook, TikTok, LinkedIn, and YouTube, with eagerness to explore emerging platforms.
Skills to create social-first content, particularly short-form video, and understanding of storytelling and audience behavior across platforms.
Experience with social media management, publishing, analytics, and measurement tools.
Strong understanding of audience analytics and translating data into actionable content and platform strategies.
Experience with basic video editing, photography, graphic design, and other digital content-creation tools
Curiosity about AI and emerging technologies to improve content and workflows
Strong editorial judgment and standards for trusted journalism and public media
Ability to translate longer-form content into engaging digital/social experiences
Ability to work collaboratively and manage competing priorities
Excellent written and verbal communication with clear voice and concise digital writing
Strong attention to detail and time management in a fast-moving media environment
Experience in journalism, public media, or editorial environments is a plus
Familiarity with Adobe Creative Cloud, Canva, YouTube Studio, and social publishing platforms is a plus

Responsibilities

Develops and leads VPM’s overall social media strategy with goals for growth, engagement, reach, and impact.
Manages day-to-day presence across Facebook, Instagram, TikTok, LinkedIn, and emerging platforms.
Creates and manages an organization-wide social content calendar with cross-team collaboration.
Produces platform-specific content (short-form video, photography, graphics, posts) and digital storytelling.
Transforms broadcast, digital, podcast, and event content into social-first storytelling.
Monitors conversations, trends, and opportunities; recommends participation strategies.
Oversees editorial standards and best practices for social publishing across the organization.
Uses analytics to measure performance, identify trends, and provide actionable recommendations.
Develops strategies to engage existing audiences and reach new ones beyond traditional public media.
Collaborates on paid and organic campaigns supporting programming, membership, and events.
Experiments with emerging technologies to improve workflows and creativity while upholding standards.
Maintains awareness of platform policies, copyrights, accessibility, misinformation, and best practices.
Supports social coverage around events, screenings, and community initiatives

Skills

Social strategy

Content creation

Analytics

Video editing

Collaboration

Editorial judgment

Job description

PublishedSeptember 16, 2026 at 4:35 PM EDT

Job Title: Social Media Manager
Location: Richmond, VA
Job Type :Full-Time with Benefits,Exempt, Salaried
Department: Digital Content
Hiring Salary: $65,000- $68,000

VPM is dedicated to informing, inspiring, and connecting our community. Beyond broadcasting, our physical spaces serve as hubs for storytelling, civic dialogue, creativity, and public connection. We connect people across Central Virginia and the Shenandoah Valley to insightful programming in arts and culture, history, science, news, and education.

We are currently looking for a creative, strategic, and audience-focused Social Media Manager to lead VPM’s presence across social media and help grow and deepen our relationships with audiences. This position will oversee the strategy, planning, publishing, and day-to-day management of VPM’s social platforms, working closely with teams across content, news, marketing, development, education, and community engagement.

The Social Media Manager will help determine how VPM’s content and storytelling are translated for social audiences, while also developing original, platform-specific content designed to reach new and more diverse audiences. The position will manage VPM’s social content calendar, establish platform best practices, track performance and audience trends, and use data to improve our social strategy.

This role requires someone who understands that social media is not simply a promotional channel but an increasingly important place where audiences discover, consume, share, and engage with content. The ideal candidate is equally comfortable developing strategy, creating compelling content, analyzing performance, experimenting with emerging platforms and tools, and collaborating with creative teams throughout the organization.

As an independent, non-profit service, we believe attracting and retaining diverse staff is crucial to serving our community and fulfilling our mission to create and serve a more informed public,

Responsibilities

Develops and leads VPM’s overall social media strategy, establishing goals for audience growth, engagement, reach, and impact across platforms
Manages VPM’s day-to-day presence across social platforms, including Facebook, Instagram, TikTok, LinkedIn, and emerging digital social media platforms
Develops and manages an organization-wide social content calendar in collaboration with news, content, marketing, development, education, and community engagement teams
Creates, edits, publishes, and optimizes platform-specific content, including short-form video, photography, graphics, written posts, and other digital storytelling for multiple traveling to different sites as needed
Identifies opportunities to transform VPM’s broadcast, digital, podcast, and event content into compelling social‑first storytelling
Monitors social conversations, audience feedback, trends, and emerging opportunities and recommends ways VPM can meaningfully participate
Manages workflows, processes, editorial standards, and best practices for social publishing across the organization
Uses analytics and audience data to measure performance, identify trends, establish benchmarks, and provide regular reporting and actionable recommendations to stakeholders
Develops strategies to increase engagement and build stronger relationships with VPM’s existing audiences while identifying opportunities to reach audiences who may not currently engage with public media
Collaborates with production, news and development teams on paid and organic campaigns supporting VPM programming, membership, events, and organizational initiatives
Experiments with emerging technologies, including AI and new content‑creation tools, to improve workflows, increase creativity, and expand VPM’s ability to serve audiences while adhering to VPM’s editorial and ethical standards
Maintains awareness of platform policies, copyright requirements, accessibility standards, misinformation concerns, and evolving best practices related to social media
Helps manage social media coverage around VPM events, screenings, community initiatives, and live programming

MinimumSkills & Qualifications

Three or more (4+)years of relevant experience managing social platforms and creating digital content
Demonstrated success developing and executing social media or digital audience strategies for a media, journalism, nonprofit, cultural, educational, or mission‑driven organization.
Strong understanding of major social and video platforms, including Instagram, Facebook, TikTok, LinkedIn, and YouTube, as well as an eagerness to understand and experiment with emerging platforms.
Skills to create social‑first content, particularly short‑form video, and an understanding of how storytelling and audience behavior differ across platforms.
Experience with social media management, publishing, analytics, and measurement tools.
Strong understanding of audience analytics and the ability to translate data into actionable content and platform strategies.
Experience with basic video editing, photography, graphic design, and other digital content‑creation tools
Curiosity about artificial intelligence and emerging technologies and an interest in using them responsibly to improve content creation, audience engagement, and workflow efficiency
Strong editorial judgment and an understanding of the standards required when representing a trusted journalism and public media organization
Ability to recognize compelling stories and translate longer‑form content and programming into engaging digital and social experiences
Ability to work collaboratively with producers, marketers, fundraisers, educators, and other creative professionals while also working independently and managing competing priorities
Excellent written and verbal communication skills with a strong command of voice, tone, grammar, and concise digital writing
Strong attention to detail, time management, organization, and the ability to respond effectively in a fast‑moving media environment

PREFERRED SKILLS & QUALIFICATIONS

Experience in journalism, public media, or another editorial environment is a plus
Familiarity with Adobe Creative Cloud, Canva, YouTube Studio, and social publishing platforms is a plus

The position will remain open until filled.

OUR PERKS & BENEFITS