Summary
The Social Media Program Manager is responsible for planning, coordinating and executing external social media activities for The Guthrie Clinic (TGC). This includes planning, promoting and monitoring our presence on sites such as Facebook and LinkedIn. The Social Media Program Manager will actively listen for sentiment being shared by TGC constituents on a variety of social media platforms and respond accordingly. The Social Media Program Manager will also coordinate the strategic development of tools for online community building with our patients.
The Social Media Program Manager stays abreast of trends in social media and new social media platforms and best practices to determine when and how TGC should engage in new opportunities.
The Social Media Program Manager will provide detailed project coordination among technical, content and creative sources to develop engaging and meaningful content while maintaining the highest degree of customer service. The Manager will also track performance by collaboratively setting goals and analyzing the results of social media activities.
The Social Media Program Manager provides leadership and direction throughout the enterprise and to departments and groups surrounding social media strategy and tactics. This position will be responsible for mentoring and managing different levels of staff whom they do not have a direct reporting relationship with. In addition, this position will provide general project supervision within the Marketing & Communications team, ensuring that detailed project responsibilities and deadlines are met through efficient coordination and collaboration of resources.
Experience
At least five years social media, marketing, or communications. Strong preference given to health care experience.
Education
Bachelors’ Degree is preferred. If no degree, five years’ experience in health care marketing, graphic design or clinical administrative support experience is required.
Essential Functions
1. Strategic Planning and Execution:
- Develop and implement comprehensive social media strategies that align with the overall marketing and communication goals of The Guthrie Clinic (TGC). This includes setting measurable objectives, identifying target audiences, and selecting appropriate social media platforms
2. Content Creation and Management:
- Lead the creation of high-quality, engaging, and relevant content for various social media platforms. This includes writing, editing, and curating content, as well as overseeing the production of multimedia content such as videos, infographics, and podcasts
3. Analytics and Reporting:
- Utilize advanced analytics tools to track and measure the performance of social media campaigns. Provide regular reports and insights to senior management, highlighting key metrics, trends, and areas for improvement
4. Crisis Management:
- Develop and implement crisis communication plans for social media. This includes monitoring for potential issues, responding to negative feedback, and managing the organization's online reputation during crises
5. Collaboration and Leadership:
- Work closely with cross-functional teams, including marketing, public relations, customer service, and IT, to ensure cohesive and integrated social media efforts. Provide leadership and mentorship to junior team members and other departments involved in social media activities
6. Innovation and Trend Analysis:
- Stay updated with the latest trends, tools, and best practices in social media. Identify and recommend new opportunities for TGC to engage with its audience and enhance its social media presence
7. Community Engagement:
- Foster and manage relationships with key influencers, partners, and stakeholders. Engage with the online community by responding to comments, messages, and inquiries in a timely and professional manner
8. Training and Development:
- Conduct training sessions and workshops for staff on social media best practices, tools, and strategies. Promote a culture of continuous learning and improvement within the organization
9. Budget Management:
- Develop and manage the social media budget, ensuring efficient allocation of resources and maximizing return on investment
10. Compliance and Governance:
- Ensure all social media activities comply with relevant laws, regulations, and organizational policies.
Other Duties
- Become an advocate for The Guthrie Clinic in social media spaces, engaging in dialogues and answering questions where appropriate
- Coordinate the strategic development of tools for online community building with our patients; participate in evaluation of solutions to help develop The Guthrie Clinic’s online communities
- Establishes and maintains rapport and credibility with constituents at all levels across the enterprise
Joining the Guthrie team allows you to become a part of a tradition of excellence in health care. In all areas and at all levels of Guthrie, you’ll find staff members who have committed themselves to serving the community.
The Guthrie Clinic is an Equal Opportunity Employer.
The Guthrie Clinic is a non-profit, integrated, practicing physician-led organization in the Twin Tiers of New York and Pennsylvania. Our multi-specialty group practice of more than 500 physicians and 302 advanced practice providers offers 47 specialties through a regional office network providing primary and specialty care in 22 communities. Guthrie Medical Education Programs include General Surgery, Internal Medicine, Emergency Medicine, Family Medicine, Anesthesiology and Orthopedic Surgery Residency, as well as Cardiovascular, Gastroenterology and Pulmonary Critical Care Fellowship programs. Guthrie is also a clinical campus for the Geisinger Commonwealth School of Medicine.
