The Director of Social Media serves as primary lead for social media strategy and communications for the Association of Writers & Writing Programs (AWP). He/she provides leadership, strategic vision, risk management, and senior level administration to AWP’s social media marketing, information sharing, member support, publications support, conference support, and online advertising, in alignment with AWP’s Social Media Policy.
The Director of Social Media will take full responsibility for day-to-day social media monitoring, interactions, content and message management, and related deliverables. He/she will be responsible for developing social media communications strategy, action plans, analytics, and monitoring. He/she also will stay abreast of new technologies and platforms for the delivery of engaging, effective multimedia and video applications, for the monitoring and analysis of social media effectiveness with targeted audiences, and for the quality and effectiveness of associated content.
The Director of Social Media will also take direct responsibility for designing, implementing, monitoring, and for risk management and crisis mitigation/planning for all social media applications in support of AWP’s very large annual conference (12,000+ participants).
Strategy & Planning
Carry out an initial assessment of existing AWP social media initiatives, targets, performance, and resource requirements. Using this information, together with the existing AWP Social Media Policy and input from the AWP Executive Director and all AWP Directors, create and lead the implementation of a 3-year plan of action for AWP’s social media and online outreach activities.
Oversee overall social media strategy, application, content management, planning, crisis management, and goal setting. Lead staff in the creation of compelling social media content, as informed by the editorial calendar, conferencing priorities, and AWP organizational needs.
Develop online awareness of AWP brand and positive reputation.
Collaborate with the Executive Director and staff to develop a creative branding vision and strategy for AWP across multiple social media platforms.
In collaboration with the Director of Development, provide leadership, planning, and execution of social media communication strategy and applications to best support and drive online advocacy and fundraising campaigns, and to support AWP’s mission and objectives.
In collaboration with the Director of Membership Services, design, implement, and monitor a membership strategy and action plan to more effectively use social media in support of AWP’s diverse membership.
Websites and Social Media
Develop and oversee a robust analytics program for all online social media activity to measure how AWP’s activity supports conference registrations, supports diverse writing programs, and best serves AWP’s mission and values.
Coordinate with the Director of Digital Information Systems to optimize the connections between social media and AWP’s website in terms of content and user experience, to maximize engagement, ensure updated and dynamic content linked across platforms, and to build a stronger and better informed global community of AWP members and supporters.
Support & Training
Work with AWP’s departments and leadership to further the use of social media and the AWP website by all departments to maximum potential, in support of AWP’s mission and values.
Work with AWP staff on ongoing training on social media and content tools; advise staff on social media platforms, features, limitations, risk management, and capabilities including targeting, personalization, database segmentation, and templates.
Recommend and advise on best social media practices.
Support advertising and membership revenue-based income streams through effective use of social media.
Organize and implement a comprehensive online promotion and support program for social media activities associated with AWP’s large annual conferences.
Organize and implement a subscription-based AWP podcast series (building on existing AWP podcasts and similar resources, but also adding new content).
Curate and manage all online social media published content (images, podcasts, video, artwork, and written).
Advise on managing negative online feedback and trolling, and crisis response.
Chair regular in-house meetings of AWP’s Social Media Working Group.
Provide quarterly analytical reports and annual baselines regarding AWP’s on-line performance.
Update and maintain the “useful links” section of the AWP website.
Develop an AWP style guide for our online engagement.
Report directly to the Executive Director.
Work in close collaboration with the Director Web & IT Services.
Coordinate as needed with all other AWP Directors.
Supervise a Social Media Assistant.
Skills and Requirements:
Bachelor’s Degree or higher in Digital Media or web-related field .
Expert writing and communication skills. Ability to write content, copy and messaging in variety of styles, voices and tones, adaptable to different target audiences, product categories and branding initiatives.
Demonstrated high degree of motivation and confidence in working with management and to coordinate with peers who have related responsibilities.
Ability to organize and synthesize information from multiple sources.
Ability to multi-task and work efficiently under pressure with careful attention to detail.
Self-motivated, organized and accountable.
Partnership-building skills that include the ability to influence others, get buy-in/action from them, and build credibility to lead matters related to the work within the organization.
The ability to analyze long-range impact of decisions and plans, and to anticipate and manage risks. Ensures the most effective operations of the department through program development, process improvement, and coordination/integration of processes with other AWP departments.
The ability to lead projects and develop resolutions to complex problems that require frequent use of creativity. Uses judgment within broadly defined policies and practices and solves most problems without assistance.
The ability to effectively cope with change and ambiguity – to change strategy mid-stream, acting without always having the total picture; coping with things that are up in the air; comfortable with measured risk and uncertainty.
Kind, caring, trustworthy, and generous, style of collegiality and an abiding commitment to social justice, diversity, and social inclusion.
Demonstrated creativity and documented immersion in social media and podcasts.
Proficient in content marketing theory and application, and experience sourcing and managing content development and publishing.
Candidates ideally will have not less than three years of working experience in a literary field or with similar membership-based organizations.
Additional Salary Information: AWP offers competitive salary and benefits, including health coverage, a 401(k) savings plan, life insurance, and disability benefits. Salary will be commensurate with experience and qualifications.
The mission of the Association of Writers & Writing Programs (AWP) is to foster literary achievement, to advance the art of writing as essential to a good education, and to serve the makers, teachers, students, and readers of contemporary writing. Because literature is a source of awareness and enchantment, it is a medium for wisdom, creativity, and joy. Because literature maps our shared experiences, it is a builder of communities. AWP’s purpose is to cultivate the making and appreciation of contemporary literature along with the attendant virtues: wisdom, creativity, community, empathy, compassion, solidarity, and joy.As an employer, AWP is dedicated to the creation and nurturing of a workplace environment in which everyone feels valued as a dignified member of the community of writers, regardless of race, color, religion, sex, sexual orientation, gender identity, gender expression, national origin, age, protected veteran or disabled status, or genetic information.