Job Description

Job Details
Job Summary

The Director of Social Media Strategy and Engagement serves as the university’s lead strategist for institutional social media reputation, engagement and digital issues management. This position is an integral partner in protecting, promoting and advancing the university’s brand and reputation across digital and social media platforms. The director oversees the university’s flagship social media strategy and serves as a strategic advisor to communications colleagues regarding digital engagement, online reputation, emerging issues and audience sentiment. This role leads a social media team responsible for advancing institutional storytelling, supporting executive visibility, monitoring reputational risk and strengthening engagement with key audiences across the university’s digital ecosystem. The position requires exceptional judgment, discretion, and the ability to operate effectively within a dynamic, fast-paced higher education and public affairs environment.

Core Responsibilities

Leads the university’s flagship institutional social media strategy and engagement efforts. Serves as a central strategic advisor to colleagues across the university on digital engagement, reputation management and emerging social media trends.
Develops and leads a multi-person social media team, including full-time staff and student workers. Establishes digital strategies, operational systems, workflows and editorial/design standards to ensure efficient and high-quality content development and engagement aligned with institutional priorities and brand principles.
Oversees the day-to-day management of the flagship social media channels. Directs, reviews and approves flagship social media content to ensure consistency, quality, accessibility and alignment with institutional voice.
Develops strategies to advance executive visibility and institutional thought leadership across digital channels.
Monitors and analyzes social media conversations, emerging issues, news cycles and public discourse that may impact the university’s reputation or operations. Synthesizes these discussions into real-time, actionable insights to support issues management, crisis communications and executive decision-making.
Serves as a key communications partner during emergencies, institutional matters and reputational events. Leads flagship social media communications during emergencies and operational disruptions.
Oversees social media analytics, measurement and reporting efforts to evaluate channel performance, audience engagement and institutional impact. Develops executive-level reports and presentations that communicate outcomes, trends, reputational insights and strategic recommendations.
Evaluates emerging platforms, technologies and digital engagement strategies to support innovation, audience growth and generative engine optimization. Recommends new approaches to enhance visibility, engagement and brand affinity across digital channels.
Develops and oversees enterprise social media standards, governance and best practices. Leads the university’s Social Media Collective.
Performs other duties as assigned.
Required Qualifications

Bachelor's Degree in a related field.
Seven (7) years of related work experience.
This position requires the ability to maintain the security and integrity of UT San Antonio and its infrastructure per Texas EO-GA-48.
Knowledge, Skills, and Abilities

Verbal and Written Communication
Proficiency in Microsoft Office Suite and Adobe Creative Suite
Proficiency in Social Media Management Platforms
Social Media Strategy
Reputation Management
Strategic Communications Principles
Writing, Editing, and Storytelling Skills
Analytical and Strategic Thinking
Crisis Communication and Issues Management Best Practices
Interpersonal Skills
Relationship Building Skills
Confidentiality
Ability to Work Independently
Collaboration
Working Conditions

Hybrid and office environment. Ability to travel to and from meetings, training sessions, or other business-related events. Workdays, areas, and work hours may vary depending on the department's needs.
Physical Demands

Jobs are sedentary; if walking and standing are required, only occasionally. Ability to exert up to 10 pounds of force to lift, carry, push, pull, or otherwise move objects.