Social Media and Content Manager

POSITION SUMMARY

The Social Media and Content Manager is responsible for the strategic management, governance, and execution of organic social media, reputation management, and localized digital engagement across all communities using the SOCi platform as the centralized system of record.

This role ensures brand consistency while enabling localized community participation at scale. The Social Media and Content Manager oversees content planning, publishing workflows, social listening, reputation response strategy, analytics reporting, and platform optimization to drive engagement, brand awareness, and lead generation outcomes.

The role blends strategy, platform administration, training, analytics, and hands-on execution, serving as the internal subject matter expert for SOCi and social media best practices.

ESSENTIAL DUTIES AND RESPONSIBILITIES

The following duties are normal for this position. This list is not to be construed as exclusive or all inclusive. Other duties may be required and assigned.

Social Media

SOCi Platform Ownership & Administration

• Serve as primary administrator and subject matter expert for SOCi across all communities and corporate brands.
• Manage SOCi configuration including:
  • User permissions and role governance
  • Location hierarchy and account setup
  • Publishing workflows and approval routing
  • Listings and reputation integrations
• Lead onboarding of newly acquired communities into SOCi, including setup, optimization, and training.
• Maintain platform governance standards to ensure compliance with brand, legal, and privacy guidelines.
• Partner with SOCi support and account teams to implement new features, AI automation, and product enhancements.
• Develop SOPs and training documentation for SOCi usage across internal teams.

Social Media Strategy & Content Management

• Develop and manage a centralized social content calendar aligned to campaigns, seasonal initiatives, and brand priorities.
• Create scalable content frameworks that allow local communities to customize posts while maintaining brand consistency.
• Produce and distribute templated creative assets and toolkits using Canva and SOCi asset libraries.
• Collaborate with Brand, Creative, and Paid Media teams to align organic and paid social with campaign strategy.
• Ensure timely review, approval, and publishing of community-submitted content through SOCi workflows.
• Identify social media trends and implement new engagement opportunities relevant to senior living audiences.

Localized Social Enablement (Multi-Location Management)

• Empower community teams to participate in social media through structured governance and training.
• Provide ongoing coaching and technical support to community marketers and operators.
• Create scorecards and engagement programs to increase local adoption and posting consistency.
• Conduct periodic audits of community social performance and compliance.
• Maintain scalable posting models balancing centralized control with local authenticity.

Reputation Management & Social Listening

• Manage all review monitoring and response workflows through SOCi Reputation.
• Establish response standards, escalation paths, and approved messaging templates.
• Monitor and respond to reviews, comments, and direct messages across platforms including Facebook, Instagram and Yelp.
• Implement AI-assisted response workflows while ensuring brand tone and compliance.
• Analyze sentiment trends and identify operational insights impacting reputation performance.
• Partner with operations and marketing leadership to improve ratings and engagement outcomes.

Analytics, Reporting & Optimization

• Own SOCi reporting dashboards and performance measurement.
• Track KPIs including:
  • Engagement rate
  • Review volume and sentiment
  • Response time compliance
  • Audience growth
  • Content performance by location
• Deliver monthly performance reporting with actionable insights.
• Identify top-performing content formats and optimize future content strategy.
• Provide leadership visibility into organic social’s impact on brand awareness and lead generation.

Content & Campaign Integration

• Coordinate organic social promotion for:
  • Blogs and SEO content
  • Podcasts and video/audio content
  • Downloadable guides
  • Email and marketing campaigns
• Align organic messaging with paid media strategies to support full-funnel marketing.
• Assist in overall coordination of podcast planning, distribution and promotion.

• Responsible for coordinating, reviewing, editing and sending monthly community newsletters, working with agency partners, Digital Content team and other cross-functional teams on content.
Ensure consistent cross-channel messaging across web, email, and social.

Training & Governance

• Develop onboarding programs for new community users within SOCi.
• Host recurring training sessions and office hours.
• Maintain best-practice playbooks for:
  • Posting standards
  • Image guidelines
  • Brand voice
  • Reputation responses
• Ensure compliance with company social media policies and regulatory requirements.

Community Acquisition & Transition Support

• Lead social and listings transition workflows during acquisitions and dispositions:
  • SOCi location setup
  • Listings synchronization
  • Account ownership transfers
  • Branding updates
• Troubleshoot disconnected listings and platform access issues.
• Coordinate with Digital Advertising teams on Meta Business Manager permissions and integrations.
• Other duties as assigned.

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, skills, and abilities required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Educational Requirements and Experience:

• Bachelor’s degree in marketing or communications preferred with a minimum of 3-5 years of proven digital marketing and/or communications experience
• Proficient in social media and content strategies

• Keen attention to detail.
• Excellent grammar, editing, proofing and copywriting skills with AP Style knowledge preferred.

• Demonstrated ability to write in powerful, compelling, clear, easy to grasp language, especially in short-form writing, including short descriptions, headlines and social media descriptive content
• Experience with communications platforms including SOCi, Social Studio, Hoot Suite, WordPress, HubSpot and/or Canva (or equivalent/similar platforms)
• Proficient with Microsoft Office Tools; specifically, Word, PowerPoint, Excel and Teams
• Proficient with Facebook, Instagram, LinkedIn, Tik Tok, Reddit and other popular social media platforms
• Experience with a variety of Marketing Automation and CMS systems a plus.
• Capacity to function in a fast-paced, high-pressure environment
• Strong time management and multitasking skills with the ability to prioritize tasks

• Good communication and interpersonal skills

• Ability to follow and take direction and feedback
• Ability to build relationships and articulate ideas well with a keen attention to detail.
• Critical thinking and problem-solving skills
• Ability to work with teams and collaborate

Knowledge, Skills and Abilities:

Language Skills: Above average communication skills.

Reasoning Ability: Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.

Other Skills and Abilities: Excellent writing, grammar, editing, copywriting and presentation skills required. Ability to multi-task in a fast-paced environment.

ENVIRONMENTAL ADAPTABILITY

Works primarily indoors in a climate-controlled setting.

PHYSICAL REQUIREMENTS

The physical demands described below are representative of those that must be met by an individual to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit, talk or hear for long periods of time. The employee frequently is required to use hands or fingers to handle, or feel and reach with hands and arms. The employee is occasionally required to stand and walk for long periods of time. The employee must occasionally lift and/or move up to 10 pounds. Specific vision abilities required by this job include close vision, and ability to adjust focus.