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University of Rochester Sr Mgr Social Media & Metrics - 229248 in Rochester, New York

Sr Mgr Social Media & Metrics Job ID 229248

Location Health Sciences Full/Part Time Full-Time Favorite Job Regular/Temporary Regular Opening

Full Time 40 hours Grade 055 Public Relations & Comns MC


8:30 AM-5 PM


Position Summary:

Reporting to the Associate Director, URMC Communications, the Senior Manager for Social Media and Metrics is the lead strategist for engaging patients and other URMC audiences through social-media channels that promote and share content to support goals of the institution’s strategic plan. The Senior Manager directly manages organic content delivered through flagship UR Medicine channels, and is heavily involved in paid-media content strategy to ensure the two support each other. The Senior Manager also supports content creation and provides best-practice advice to team members responsible for other social-media channels managed by URMC Communications.

This Senior Manager is the team’s in-house expert on how to write, visualize, publish and promote URMC information and stories to best engage audiences on different social-media platforms. The Senior Manager stays current on social-media trends and technologies, tracking how platform changes and new algorithms affect URMC social-media strategy. Working with the team’s web-design specialist and digital content analyst, the Senior Manager monitors, analyzes, and reports on results to help the team continuously improve.


Working with some guidance from the Associate Director and AVP’s for URMC Communications and with latitude for independent judgment, the Senior Manager is responsible for:

Social Media Strategy and Measurement

  • Reviews and understands the strategic plans of URMC, its schools, and key clinical service lines.

  • For UR Medicine and Strong Memorial Hospital social media, i.e. Facebook, Twitter and future channels, develops and articulates a persona and “voice,” message platform (mission statement and content “pillars”), audience engagement strategy and editorial calendar. Works with Marketing team members and media agencies to integrate strategies for organic and paid social media.

  • Reviews and supports development of social-media strategies for channels managed by embedded social-media specialists, to ensure all social-media channels managed by Communications and Marketing share mutually supportive goals and approaches.

  • Serves as chief point of contact and facilitator for outside consultants approved by department leadership for Communications and Marketing. Plays a lead role in helping the rest of the team to implement social-media strategies and practices recommended by outside consultants.

  • Stays current on social media trends / technologies and how they impact URMC.

  • Working with a digital content analyst, creates and maintains standardized report templates and dashboards for assessing the effectiveness of social media content. Consistently analyzes metrics and provides specific direction to staff to improve the output of URMC social media.

    Social Media Management

  • Serves as a day-to-day expert resource for the Content Hub team, and for embedded social media specialists in Communications and Marketing who support URMC schools, programs, and clinical service lines. Helps all content creators to produce or publish compelling, creative, and effective content that is optimized and atomized for their channels.

  • Serves as a resource for social-media content creators at URMC affiliate hospitals, ambulatory clinics and service lines, providing best-practice advice and sharing content created by the Communications or Marketing teams that is likely to benefit these affiliate channels.

  • Supports creation, governance, monitoring, and repurposing of content from targeted “ambassador” accounts created by faculty staff, or trainees, with help from the team’s web design specialist/digital content analyst.

    Social Media Content Creation and Execution

    The ADC will directly manage day-to-day publishing of organic content on UR Medicine and Strong Memorial Hospital social media platforms in keeping with the patient engagement strategy and editorial calendar.

  • Tracks editorial calendars of URMC publications and attends meetings of Content Hub/Team to identify new material for organic distribution in URMC channels.

  • Updates and republishes past social medial content that has generated strong engagement.

  • Works with Marketing team members and media agencies to integrate paid-social media with organic content.

  • Works with graphics team, video producers and other content creators to optimize content for engagement with URMC / SMH social audiences.

  • Provides project management and creative input for regularly scheduled “shows” delivered via social media and / or email.

  • Strengthens engagement with “Health Matters” consumer health and wellness content, working with digital content analyst and University SEO team to improve search results for this content.

  • Uses content management platform to schedule and publish information in designated channels.

    Social Media Listening and Issues Response

  • Creates a structure and process for monitoring URMC mentions via a social media listening tool, with help from digital content analyst; also provides day-to-day monitoring of UR Medicine and Strong channels for customer complaints by patients and family members or other issues of concern.

  • Maintains and customizes a portfolio of pre-approved public social-media responses to complaints or concerns; engages privately to link the complainant with the patient and family relations team, clinical departments, marketing partners or other internal resources who can address their concerns.

  • Assists the AVP for public relations in analyzing and responding to social-media issues or content that could negatively impact URMC’s reputation or reduce support from external or internal audiences.

  • Assists the AVP for public relations in advising affiliates, faculty or staff members who request help in responding to negative encounters, comments, or reviews in social-media.

  • Supports the AVP or colleague Senior Manager and Managers in social-media messaging for major issues or emergencies involving public, traditional-media and social-media communications.

    Leadership and Management

  • Directly supervises Content Hub staff responsible for online communications technology and digital analytics. Manages HR needs of the department and staff, as needed, including but not limited to: making hiring recommendations, training, ongoing supervision, personnel issues and actions, and conducts performance reviews.

  • Develops a process and oversees a team that provides overnight and weekend social media monitoring, rotated among staff.

  • Evaluates and makes recommendations regarding resources needed to strengthen URMC social-media engagement and results.

  • Manages a budget to “boost” engagement with organic social-media content based on criteria and audience strategies agreed upon with AVPs for Communications and Marketing.

    Other duties as assigned


  • Bachelor’s degree in communications, journalism, marketing, or related field that includes some social-media ex-perience required; 7 years of experience in a strategic communications role required, 10 years of experience pre-ferred; health care experience, especially in an academic medical center setting preferred; or an equivalent com-bination of education and experience.

  • 3 years of supervisory or management experience strongly preferred.

  • Experience in creating and implementing social-media strategies with proven results.

  • Knowledge of social-media channels, algorithms that determine distribution and placement of social-media con-tent, and search-engine optimization

  • Must understand and ensure compliance with HIPAA requirements and URMC policies for protecting patient pri-vacy and other confidential information

  • Demonstrated proficiency in optimizing content for engagement in social media, with ability to analyze, condense, and synthesize information and ability to provide accurate analysis and summaries as needed in a fast-paced, high-demand environment

  • Strong organization and project management skills

  • Extraordinary ability to deal with multiple, competing priorities with minimal supervision

  • Strong written, oral, and interpersonal communications skills; comfortable talking to all levels of faculty/staff, and in front of groups

  • Ability to work independently and within a collaborative team

  • Experience with HTML programming, content management systems, data analysis, metrics presentations, photo and video capture/editing, PowerPoint presentations and/or graphic design would be a plus.

  • Ability to manage administrative projects, make sound decisions, and support design and implementation of new programs.

  • Creativity in matching ideas with effective, engaging, and achievable storytelling approaches.

  • Occasional night or weekend work

  • Position is available on-call, as needed, for responding to overnight or weekend media requests or social media monitoring on a rotating basis—no more than one out of every six weeks, with much scheduling flexibility

    How To Apply

All applicants must apply online.

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