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POSITION SUMMARY: 

Develops, manages, and leads the digital/social media strategy within the Department of Dermatology consistent with UMass Chan Medical School strategic goals.  Provides strategic guidance for the overall system digital/social media presence. Builds and optimizes the Department of Dermatology social media and web properties and engages in initiative-taking link building, tracks the effectiveness of campaigns, develops content, and maintains day-to-day social media conversations. Responsible for the day-to-day management of Facebook, Twitter, Instagram, YouTube, and other social media profiles for the department, and driving traffic to the DOM website. She/he will also manage the junior communication specialist.

Monitors social media properties routinely to ensure compliance, including during times of organizational crisis, and acts as lead to quickly address any potential negative viral campaign from erupting. Promotes two-way communications through timely response to public and internal interactions on our social media properties.

ESSENTIAL FUNCTIONS:

• Develops and manages social media channels and content including Facebook, Twitter, YouTube, blogs etc. Researches and pursues opportunities to drive interest and engagement.
• Assists with refreshing website content on an ongoing basis.
• Responsible for online analytics tracking and reporting (Google Analytics, MailChimp, SurveyMonkey) for campaigns and quarterly department scorecard. Monitors campaign performance and analyzes outcomes to adjust and/or implement new strategies.
• Manages crisis situations developing on social media in collaboration with the Media and Public Relations department and invested internal stakeholders, makes recommendation on appropriate response.
• Supports the Department Chair, Vice Chair, Division chiefs, research, and clinical faculty & staff through stewardship of digital properties that promote our physicians to include ensuring transparency and accuracy of information.
• Fosters the patient experience and patient engagement by positively and proactively responding to negative content on social media regarding patient care at UMMHC within DOM.
• Supports Search Engine Optimization (SEO) and Search Engine Marketing (SEM) programs and maintains evaluation tools to track and report on website traffic and effectiveness, analyzes results and responds to indicators, as necessary.
• Recommends social media marketing campaign objectives, in alignment with organizational strategy including requirements definition, scope, deliverables, schedules, and budgets; manages digital display ad campaigns.
• Presents the Department of Medicine voice in social media conversations as the eyes, ears, and voice of our brand; ensures compliance with system corporate identity and branding.
• Facilitates integration of social media efforts with key internal and external stakeholders and establishes key performance indicators for social media. Analyze, review, and report on campaign effectiveness to maximize results.
• Monitors social media emerging trends/best practices and provides initiative-taking recommendations to the Chair & Vice Chair of DOM.
• In addition, will retain responsibility for scientific writing as it also relates to scientific publications and research related media for promoting the research of the DOM mission.

REQUIRED QUALIFICATIONS:

• Bachelor's Degree in Marketing, Communications, English, Public Relations, Journalism, or related field.
• Minimum five (5) years progressively responsible experience in strategic planning and execution of social media initiatives.
• Solid understanding of social media landscape, platforms and measurement tools including Google Analytics.
• Foundation in web functionality and leveraging analytics to optimize performance.
• Demonstrates strong understanding of current and emerging social media channels including familiarity with Facebook, Instagram, Pinterest, WordPress.
• Organized, meticulous and focused on execution.
• Solutions oriented, creative analytical person.
• Active listening skills with a keen sense of customer service.
• Outstanding writing/journalistic and grammatical skills.
• Excellent writing ability and presentation skills.
• Excellent people skills and relationship management attributes to be demonstrated through interaction with physicians, administrative leadership, employees, and community members (foundations).
• Self-directed with an ability to set priorities and oversee multiple projects simultaneously.

PREFERRED QUALIFICATIONS:

• Prior experience within an academic/health care environment.
• Experience in e-mail marketing/campaign management, pay-per-click (PPC) and online display advertising, and SEO.
• Knowledge of HTML and/or experience with tools used to modify web pages and edit web imagery (e.g., Photoshop, Canva, constant contact).
• Strong editorial background.