Social Media Manager

Job Description:

DEPARTMENT OVERVIEW

FRONTLINE is PBS’s flagship investigative documentary series, exploring the issues of our time through journalism that speaks truth to power.

We have won every major journalism and broadcasting award, including Emmy Awards and Peabody Awards. Today our dedicated cadre of reporters, producers and digital makers report across platforms — from our documentaries to transmedia projects. In an age of 24/7 breaking news, we remain dedicated to thoughtful, incisive accountability journalism.

As a member of public media, it is a core part of our mission to reflect the diverse perspectives of all the people we serve, while grounding our work in an understanding of how forces, including racism, sexism, and classism, have shaped American life and institutions. We seek both to foster a work environment and to produce journalism that values inclusiveness and reflects the broad perspectives of the American public, from all racial, ethnic, religious, and socioeconomic backgrounds, sexual orientations, gender identities and functional limitations, particularly those from historically underrepresented communities.

JOB OVERVIEW

FRONTLINE is seeking a Social Media Manager to manage daily posting on its social media accounts, someone who will work on keeping FRONTLINE’s current social media audiences engaged but be a collaborative innovator on tactics that will attract new audiences. A priority focus for this role will be creating social media assets and audience growth tactics for FRONTLINE’s newest initiative, FRONTLINE Short Docs. This role is part of FRONTLINE’s audience development team and reports to the Director of Audience Development.

RESPONSIBILITIES

Manages daily posting to FRONTLINE’s social media accounts, prioritizing Instagram, Tik Tok, LinkedIn, Threads, Facebook and X (formerly known as Twitter).
Creates social media content (video, graphic, text and combinations thereof) which promote FRONTLINE documentaries, projects, podcasts, digital stories, announcements and awards.
Manages social media campaigns for tentpole initiatives, including collaborations with PBS and other editorial partners.
Writes SEO-friendly headlines, video titles, video descriptions and additional copy that align with FRONTLINE editorial guidelines and are optimized for individual social media platforms.
Work with FRONTLINE’s editorial team to ensure that all social media copy and assets are approved for publication.
Create, maintain, and share a social media content calendar, ensuring that the most up-to-date publication schedule for FRONTLINE initiatives is represented.
Identify opportunities for community engagement with our social media audiences and devise response tactics.
Devise and manage social media activations focused on audience engagement (moderating livestream chats, social media Q&A’s, etc.).
Create and distribute to stakeholders social media assets and toolkits for each FRONTLINE episode and initiative.
Is the social media liaison for FRONTLINE to PBS and other partners.
Work with the audience development team to identify, vet and strategize use of social media influencers.
Creating social media content for FRONTLINE executives as needed.
Monthly and quarterly reports on FRONTLINE’s social media analytics and trends.

SKILL SET

Proven success managing social media accounts for news organizations.
Strong news judgment.
In-depth knowledge of social media best practices, tools and trends.
Strong writing skills, with the proven ability to discern voice and tone.
Strong social media video editing skills, with published clips for established social media platforms.
Strong aesthetic eye for social media graphics and the ability to work in Photoshop and Canva. Illustrator is a plus.
Experience with social media analytics and publishing tools (Sprout, native platform analytics and scheduling, Google Analytics, etc.)
Strong presentation, communication, and organization skills.