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Social Media Strategist (7477U), Berkeley Law - 41596
University of California Berkeley
Location: Berkeley, California
Internal Number: 3410247
Social Media Strategist (7477U), Berkeley Law - 41596
At the University of California, Berkeley, we are committed to creating a community that fosters equity of experience and opportunity, and ensures that students, faculty, and staff of all backgrounds feel safe, welcome and included. Our culture of openness, freedom and belonging make it a special place for students, faculty and staff.
The University of California, Berkeley, is one of the world's leading institutions of higher education, distinguished by its combination of internationally recognized academic and research excellence; the transformative opportunity it provides to a large and diverse student body; its public mission and commitment to equity and social justice; and its roots in the California experience, animated by such values as innovation, questioning the status quo, and respect for the environment and nature. Since its founding in 1868, Berkeley has fueled a perpetual renaissance, generating unparalleled intellectual, economic and social value in California, the United States and the world.
We are looking for equity-minded applicants who represent the full diversity of California and who demonstrate a sensitivity to and understanding of the diverse academic, socioeconomic, cultural, disability, gender identity, sexual orientation, and ethnic backgrounds present in our community. When you join the team at Berkeley, you can expect to be part of an inclusive, innovative and equity-focused community that approaches higher education as a matter of social justice that requires broad collaboration among faculty, staff, students and community partners. In deciding whether to apply for a position at Berkeley, you are strongly encouraged to consider whether your values align with our Guiding Values and Principles, our Principles of Community, and our Strategic Plan.
UC Berkeley's School of Law is one of the nation's great centers for legal education, ever exploring and pushing new intellectual boundaries while tackling urgent, real-world issues. The law school is also known for its vibrant and engaged community of students and scholars who are committed to providing leadership and making a difference on problems of local, national and global import. Currently ranked among the top law schools in the country, the School of Law has ambitious development goals as it looks to continue producing leaders in law, government, and society.
As a core member of the Berkeley Law Communications team, the Social Media Strategist will position the law school through its social media channels for the benefit of reputation, recruitment, rankings, and revenue. The key responsibility of this role is to help Berkeley Law stand out among its peers and build a reputation among priority constituencies as an elite institution that is dedicated to public service and academic excellence while also delivering a uniquely warm and supportive community environment. They are responsible for independently developing sophisticated messaging and content that bolsters engagement and brand awareness/loyalty with the law school's varied audiences (e.g., students and prospective students, alumni, academics, peer law schools, journalists, politicians, legal professionals/thought-leaders, etc.).
Reporting to the Assistant Dean of Communications, the Social Media Strategist works closely with all members of the Communications team to increase visibility of all editorial content (e.g., news, press releases, media hits, events, publications, podcasts, video, etc.).
They will also help other departments achieve their goals. For example, this position is vital to the Admissions team's goals of delivering content that attracts the best candidates from around the world to apply and attend Berkeley Law and the Development team's goals of showcasing the impact of a donor's gift. This position also works with students and student organizations to elevate their accomplishments and tell the story of Berkeley Law through an authentic lens (often through photography and video as well as curated/organic UGC). They will work with faculty to help distill complex legal reports and issues into compelling multimedia content that will speak clearly to a general audience and attract attention from news media. They will also serve as a consultant and advisor to help internal units and individuals bolster their social media presence.
The Social Media Strategist is responsible for close monitoring of social media conversations; regular analysis of and reporting on key performance indicator (KPI) data; optimizing organic and user-generated content; and collaborating with constituents across the law school to develop targeted marketing campaigns that align with institutional goals and directives.
The Social Media Strategist is also a vital part of the crisis response and management strategy.
Application Review Date
The First Review Date for this job is: September 13, 2022.
SOCIAL MEDIA (SHARE/MONITOR/ANALYZE)
Under minimal supervision, the Social Media Strategist is responsible for long- and short-term strategic planning of all social media content for Berkeley Law's official channels in accordance with the overall communications strategy set by the Director of Communications and in collaboration with communications team colleagues and partners throughout the law school in order to amplify timely editorial/fundraising/media relations messaging and objectives.
The Social Media Manager independently oversees and executes daily social media schedule, content, and activity, as well as regular analysis of performance (KPI) data.
Closely monitors all social media channels and responds to messages/alerts appropriate team members of news relating to the law school or potential issues in a timely manner.
Promotes articles/news/scholarship to key audiences.
Writes copy tailored to the individual social channel utilizing relevant handles and hashtags to increase visibility.
Produces regular reports on campaign performance using data analytics tools such as Sprout Social, Hootsuite, etc.
Promotes events and other priority materials in accordance with the Communications team strategy.
Collaborates with departments using paid advertising through the social media channels for consistency with Berkeley Law's branding standards.
Monitors comments and messages relating to paid advertising and responds as appropriate. Analyzes campaign performance data and advises on ROI.
Uploads videos to the YouTube channel and ensures ADA compliance.
SOCIAL MEDIA (ASSET CREATION)
Independently develops visual assets for social, web, and print uses, including, but not limited to:
Photography: The Social Media Manager will be required to take photographs using department equipment and/or a mobile device at events candid photography that shows the life of the law school (including occasional attendance at outside of typical work-hour events such as reunion, symposia, etc.) as well as occasional portraits and other photography assignments relating to editorial needs of the department.
Graphic design: In addition to collaboration with the Creative Lead, the Social Media Manager will utilize Canva, InDesign, Photoshop, etc., to independently produce visual elements for use on social media.
Video: Occasionally conceives, plans, and manages production of video content (from preproduction to filming/interviewing to editing and post-production work for use on social media, website, and YouTube.
INTERVIEWING AND WRITING
This position is responsible for the Student Spotlight section of the News page on Berkeley Law's website. This entails interviewing students, drafting first-person profiles, and taking portraits for use primarily on social media. (approx 10-12 profiles annually).
This position occasionally contributes editorial content for web and magazine (e.g., interviewing alumni/students/faculty for profiles, articles, and other written materials).
This position occasionally contributes to the copywriting process for brochures, postcards, web, graphics, etc.
Participates and assists Assistant Dean and Communications team members with broader strategic communications goals.
Contributes ideas and leads to the editorial pipeline.
Collaborates with teammates to effectively promote stories and initiatives.
Consults with colleagues throughout the law school on social media best practices and strategy.
Advises students on social media best practices and supports student initiatives, e.g., helping develop assets and promote student events, campaigns, podcasts, fundraisers, etc., in order to ensure compliance with branding standards, amplify their messaging to a larger audience, and showcase the vibrant student life of the law school for the benefit of prospective students, donors, etc.
Attends important events such as Reunion, Admit week, orientation, graduation, symposia, etc. for the purpose of taking photos and showcasing pride, achievements, and thought-leadership on appropriate social media channels.(E.g., Tweeting quotes and important takeaways from high-profile speakers, recognition of student accomplishments, celebrating milestones, sharing photos showing the positive community vibe among students and alumni via Instagram, showcasing insight from highly-regarded members of the faculty, etc.).
Experience developing social media content and strategy (Twitter, Facebook, Instagram, LinkedIn, YouTube).
Experience working for a higher education, nonprofit, or legal organization.
Self-driven, highly organized, and advanced time management skills required.
Sprout, Hootsuite, or other CMS software proficiency.
Intermediate knowledge of graphic design platforms such as Canva, Photoshop, inDesign.
Solid written, verbal, interpersonal communications, active listening and political acumen skills.
Some experience with photography and/or video production/editing is a plus.
Ability to understand complex concepts and communicate them simply and clearly adhering to appropriate brand tone and values.
Ability to maintain confidentiality and utilize good judgement.
Ability to comprehend the news value of the school's various activities and achievements and to utilize social media to target specific audiences and outlets.
Strong attention to detail with excellent editing and proofreading skills.
Strong computer skills with proficiency in Microsoft Office, Google Suite, and video conferencing platforms with the ability to learn new computer programs and software systems.
Demonstrated commitment to and understanding of diversity, equity, inclusion, and belonging (DEIB), and ability to apply and integrate core concepts of DEIB into everyday practice.
Must be committed to creating a community that fosters equity of experience and opportunity, and ensures that students, faculty, and staff of all backgrounds feel safe, welcome and included.
Must demonstrate a sensitivity to and understanding of the diverse academic, socioeconomic, cultural, disability, gender identity, sexual orientation, and ethnic backgrounds present in our community.
Bachelor's degree in related area and / or equivalent experience / training.
Experience working for a higher education, nonprofit, or legal organization preferred.
Some experience with photography and/or video production/editing is a plus.
Salary & Benefits
This is a full-time (40 hours/week), career position, and eligible for full UC benefits.
This is an exempt, monthly paid position. The annual salary is commensurate with experience within the range of $83,520.00 - $92,500.00.
Please submit your cover letter and resume as a single attachment when applying. Please upload the document in the Resume section, then skip the (optional) Cover Letter upload section.
Referral Source info This job is part of the Employee Referral Program. If a UC Berkeley employee is referring you, please ensure you select the Referral Source of 'UCB Employee' and then enter the employee's Name and Berkeley email address in the Specific Referral Source field. Please enter only one name and email. Other Information
This position is eligible to work remotely up to one (1) day per week.
Conviction History Background
This is a designated position requiring fingerprinting and a background check due to the nature of the job responsibilities. Berkeley does hire people with conviction histories and reviews information received in the context of the job responsibilities. The University reserves the right to make employment contingent upon successful completion of the background check.
Equal Employment Opportunity
The University of California is an Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status. For more information about your rights as an applicant see:
The University of California was chartered in 1868 and its flagship campus - envisioned as a "City of Learning" - was established at Berkeley, on San Francisco Bay. Today the world's premier public university and a wellspring of innovation, UC Berkeley occupies a 1,232 acre campus with a sylvan 178-acre central core. From this home its academic community makes key contributions to the economic and social well-being of the Bay Area, California, and the nation.
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