Social Media Specialist

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.


• Contribute to departmental report development.


• Provide guidance and mentorship to staff, partners, and other contributors as appropriate.


• Other duties as assigned.

Required Experience