SUMMARY:
Under direction, develops, implements and manages library digital communication platforms to include social media channels, website content and email communications.

ESSENTIAL FUNCTIONS:
This class specification lists the major duties and requirements of the job and is not all-inclusive.  Incumbent(s) may be expected to perform job-related duties other than those contained in this document and may be required to have specific job-related knowledge and skills.

• Assists in the development and execution of social media strategy through competitive research, platform determination, benchmarking, messaging and audience identification.
• Manages the creation and publication of relevant, original, high-quality content on the library’s various social media channels; composes, edits, and procures/creates imagery or relevant web content for social media posts and blogs to drive organic engagement and growth; schedules posts and use social media insights and analytics to determine best times for posting; attends select library events to capture images, video and more on social media channels, blogs and web; creates digital graphics for social media posts and blogs using professional software.
• Promotes content and drives growth through a holistic paid and organic social advertising model; assists with development of social media strategy and opportunities for promotion; sources contract services; analyzes paid social media content to optimize for performance.
• Develops, plans, executes, analyzes, and optimizes content calendar and social media strategy to determine KPIs & ROI; plans and executes timely marketing campaigns; establishes goals and strategy for social media accounts based on current data and future trends; reports monthly statistics and write narrative to provide context for executive team and stakeholders.
• Develops and implements comprehensive digital strategy across social media, blogs, email and library website; designs and creates email marketing campaigns to reach campaign objectives and trains staff on best practices; designs and creates web content, including landing pages and blog content, for print and digital marketing efforts; identifies opportunities for blog content to highlight initiatives and services; reviews and edits blog submissions from other staff; fields requests from managers and staff to create, design and develop landing pages to reach campaign and initiative objectives; manages library website promotional schedule to promote high-value, fresh content and attract leads.
• Assist in the production of video projects to be used on social media and other mediums; oversee production in coordination with Marketing Specialist and Video Production Specialist.
• Coordinates and oversees cross-functional teams of staff to align social media under established strategy and best practices, including content creation, execution, promotion and measurement.
• Contributes to the efficiency and effectiveness of the unit's service to its customers by offering suggestions and directing or participating as an active member of a team.
• Demonstrates courteous and cooperative behavior when interacting with public and staff; acts in a manner that promotes a harmonious and effective workplace environment.

QUALIFICATIONS:
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.  The requirements listed below are representative of the knowledge, skill, and/or ability required.

Education and Experience
Bachelor’s degree in marketing, communications, or a related field; AND three (3) years of professional social media marketing and public relations experience; OR an equivalent combination of education, training and experience as determined by Human Resources.

Required Certificates, Licenses, and Registrations:
Continued employment is contingent upon all required licenses and certificates being maintained in active status without suspension or revocation.

• None.

Required Knowledge and Skills

Required Knowledge:

• Principles, practices, materials and techniques of public information and education.
• Hardware and software used in the desktop publishing process.
• Content management and social media management tools, including but not limited to Sprout Social, Hootsuite and Creator Studio.
• Principles and practices of social networking and social analytics tools.
• Web design, web development, CRO and SEO.
• Principles and practices of social media marketing.
• Record keeping principles and practices.
• Correct business English, including spelling, grammar and punctuation.
• Principles and techniques of preparing effective written informational or educational materials.
• Standard office practices and procedures, including filing and the operation of standard office equipment.
• Techniques for dealing with a variety of individuals, in person and over the telephone.

Required Skills:

• Producing effective written and graphic materials for a variety of informational and educational uses.
• Planning and implementing public relations campaigns, programs and special projects.
• Communicating effectively in oral and written forms.
• Using computer-aided desk-top publishing hardware and software.
• Using initiative and independent judgment within established procedural guidelines.
• Contributing effectively to the accomplishment of team or work unit goals, objectives and activities.
• Establishing and maintaining effective working relationships with those contacted in the course of the work.
• Planning, organizing, and prioritizing projects and work assignments for efficient results. 

SUPERVISION RECEIVED AND EXERCISED:

Under Direction - Assignments and objectives are presented to incumbents at this level and established work processes are to be followed. Incumbents have some flexibility in the selection of work methods, the timing of work processes, and the methods of completing tasks. Supervision is periodic and is usually initiated by employee and/or when important problems, significant changes from past procedures, and policy implications are involved.

PHYSICAL/MENTAL REQUIREMENTS:
The physical demands described herein are representative of those that must be met by an employee to successfully perform the essential functions of the job.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Mobility to work in an office setting, use standard office equipment and stamina to sit for extended periods of time; strength to lift and carry up to 20 pounds; vision to read printed materials; and hearing and speech to communicate in person or over the telephone.

WORKING ENVIRONMENT:
Work is performed in a library setting.