Social Media Specialist

Twin Cities PBS

Founded in 1957, Twin Cities PBS is one of the most innovative public media organizations in the country. Every day, TPT uses the power of media to advance the arts, spur learning, help young people succeed and help adults age vitally. TPT presents extraordinary PBS programming and also produces award-winning content for the national PBS system. In 2015, TPT was the highest-rated local public television service in the nation for the fourth year in a row. TPT’s programs and productions have been honored with numerous awards, including Peabody awards and national and regional Emmys.

Position Details

Social Media Specialist
Twin Cities Metro
St. Paul, MN


The Social Media Specialist embraces a digitalā€first future in which audiences consume a variety of content on a slew of different platforms, and focuses on developing strategies for increasing audience engagement, building momentum and awareness for key station initiatives, and serving as the in-house expert on leveraging social media to fuel audience growth.


  • Leads the social media strategy for a variety of marketing priorities, including broadcast premieres, digital series and key station initiatives. 
  • Serves as a strong partner to content creators in identifying socially optimized assets for social media dissemination. Occasionally creates and edits social assets using Canva, Premier and Adobe Illustrator. 
  • Creates targeted social media campaigns aimed at a variety of objectives, including new audience development, reach and brand awareness. 
  • Develops creative and innovative ways to engage new and existing audiences, and actively seeks new opportunities to accomplish a variety of marketing goals, including video views, website traffic, engagement and membership conversion. 
  • Leverages social media data analysis to develop actionable insight aimed at a variety of stakeholders 
  • Stays current on social media trends, best practices, and emerging technology to evangelize these concepts across the organization. 
  • Develops, updates and “owns” social media editorial calendar based on annual marketing plans and priorities. 
  • Define social media success metrics including progressive milestones and benchmarks to grow TPT’s social media performance. 
  • Creates social media chat/moderator best practices and training. 
  • Responsible for management and training of social media management technology (i.e. Social Studio). 
  • Creates defined and measurable approach to diversity and inclusion integration in social media. 
  • Defines approach to utilize staff and content creators to be brand ambassadors. 
  • Collaborates closely with Digital Marketing Specialist to ensure that social media execution is on par with strategy. 
  • Manage monthly dashboard for reporting. 
  • May manage some posting of daily social media content 
  • Cross train with other marketing roles to provide sufficient coverage. 
  • Other duties as requested.


  • Bachelor’s Degree Marketing, Communications or equivalent work experience 
  • 3-5 years of demonstrated experience in social media management with clear results. 
  • Excellent verbal and written communications skills. 
  • Ability to adapt writing tone and style to fit the needs of different social platforms and audiences. 
  • Experience with project management software (Robohead, Asana, Basecamp, etc.). 
  • Proficient with website content management systems (CMS) (Wordpress preferred). 
  • Proficient in social media management platforms like Social Studio, Hootsuite, etc. 
  • Proficient with graphic design tools like Adobe Creative Suite or Canva. 
  • Proficient with Microsoft Office applications including Outlook, Word, Excel and PowerPoint. 
  • Ability to sit for long periods of time at the computer; job requires heavy concentration. 
  • Available occasional evenings and weekends to support TPT’s marketing team. 
  • As needed to consistently monitor social channels. 
  • Strong collaboration and relationship-building skills across a wide range of groups, functions, and leadership levels. 
  • Demonstrated ability in solving complex problems with multiple stakeholders. 
  • Strong project management skills using team processes and project management software. 
  • Demonstrated ability to embrace constructive feedback and utilize that feedback to improve work. Positive attitude, “can do” attitude. 
  • Growth mindset towards challenges and new opportunities.

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