The Digital Content Specialist is responsible for generating online awareness of and interest in the Center for the Arts at Virginia Tech and the affiliated Institute for Creativity, Arts, and Technology (ICAT). Reporting to the Communications Manager within the Marketing and Communications team, this position develops and manages website and social media content, quickly capitalizes on communication opportunities, assesses and optimizes online presence effectiveness, and cultivates collaborative digital marketing relationships with key affiliates. The Digital Content Specialist must write and assemble creative and compelling copy, generate interest and enthusiasm across a variety of constituencies, and represent the Center for the Arts and ICAT in an engaging, enthusiastic, and professional manner. Key responsibilities include the following: - Develop stimulating content for Center for the Arts and ICAT websites and other online and electronic communications: develop new material, repurpose and modify when necessary departmental print publications and news releases, solicit and edit materials from other contributors. - Maintain consistently high-quality, accurate, grammatically correct, and appropriately innovative content, including multimedia, that is properly tailored to targeted market segments and produced within established branding guidelines. - Develop and manage schedules for content creation, acquisition, and dissemination. Focus on ensuring outlets have fresh and innovative content and multimedia components to increase site visits, retain users, develop loyal followers, and provide opportunities for engagement. - Write lively and engaging content that supports organizational goals and stimulates, grows, and strengthens relationships with digital audiences. - Maintain and perform real-time management and updating of all social media channels, utilizing tools such as Twitter, Facebook, YouTube, etc., as well as new and emerging technologies. - Develop and manage schedules for content creation, acquisition, and dissemination. Focus on ensuring outlets have fresh and innovative content and multimedia components to increase site visits, retain users, develop loyal followers, and provide opportunities for engagement. - Identify opportunities for contribution and engagement, trending topics, and high priority conversations. - Establish and maintain an effective web and social media metrics/analytics system. - Use data to inform decisions: analyze web and social media traffic and statistics, obtain and analyze user feedback, modify plans and content based on effectiveness, respond to changes within social networks, and prepare concise recommendations for marketing planning. - Benchmark performance against peer and aspirant institutions and against other online communities employing best practices. - Continually upgrade professional skills and knowledge and stay up-to-date on best practices, trends, and technologies. - Establish and maintain positive and productive relationships with members of the marketing and communications team, other center staff, various project partners, and other departments and units across campus. - Participate in strategic discussions; support and promote institutional and departmental initiatives and values; contribute to keeping the marketing and communications group effort consistent with objectives. - Provide guidance and feedback to content contributors with the goal of improving the overall quality of content. - Identify and execute opportunities to share content and resources with other arts entities on campus, with University Relations, and with local and regional arts communities and organizations. - Assist marketing team with projects as needed and perform other duties as assigned by supervisor.
- Bachelor's degree in communications, digital marketing, journalism, or related field or equivalent combination of education and experience. - Proven track record of writing copy for digital publication and electronic distribution that demonstrates creativity, innovation, and appropriate matching of messaging to delivery channels. - Experience organizing web content. - Experience operating successful social networks and promptly responding to changes. - Well-developed communication, writing, grammar, interpersonal, and organizational skills. - Demonstrated ability to exercise good professional judgment in message creation and dissemination. - Ability to work independently, handle multiple projects, demonstrate enthusiasm under pressure, and meet tight deadlines. - Demonstrated commitment to continuous skills improvement, adoption of up-to-date best practices, and staying current with digital communication techniques and trends.
- Experience with Google Analytics, search engine optimization practices, and optimizing content for social media. - Experience with Photoshop, web graphics creation, and digital image manipulation. - Familiarity with content management systems and web development tools, coding knowledge, and multi-media program production experience. - Experience in higher education, public relations, or marketing. - Experience with brand identity systems and brand expression. - Interest in and/or successful experience with telecommuting, either part-time or full-time.