Social Media Manager

Job Description: Social Media Manager

Position Title:

Social Media Manager

Department:

Administration / Marketing

Reports To:

Administrator (or Designee)

Position Summary

The Social Media Manager is responsible for developing, managing, and growing the facility’s social media presence across platforms such as Facebook and other relevant channels, (potentially Instagram, TikTok etc.) This role focuses on enhancing community awareness, improving public perception of long-term care, and showcasing the facility’s culture, staff, and resident life. This role plays a critical part in changing the narrative around long-term care by highlighting the compassion, dignity, and meaningful moments experienced by our residents and staff every day.

The Social Media Manager will create engaging content through photography, videography, and storytelling to highlight the compassionate care provided to residents and the positive work environment for staff.

Key Responsibilities

Content Creation & Management

· Develop and maintain a consistent social media content calendar

· Capture and produce high-quality photos and videos of:

o Resident activities (with consent)

o Facility events

o Staff interactions and culture

· Create engaging captions and posts aligned with facility values and branding

· Ensure all content reflects a positive, respectful, and professional image

Branding & Community Engagement

· Promote the facility’s mission, values, and culture

· Actively work to improve public perception of nursing home care

· Respond to comments, messages, and inquiries in a timely and professional manner

· Increase community engagement and online visibility

Growth & Performance

· Implement strategies to increase followers, engagement, and reach

· Track and report key performance metrics:

o Follower growth

o Engagement rates

o Post performance

· Continuously identify opportunities to expand the facility’s digital presence

Feature Content Development

· Coordinate and publish recurring content such as:

o Staff Spotlights

o Resident Highlights (with proper consent)

o Activity & Event Coverage

o Behind-the-scenes / day-in-the-life content

· Collaborate with department heads (Activities, Nursing, Dietary, etc.) for content ideas

Compliance & Privacy

· Ensure all content complies with HIPAA and resident privacy regulations

· Obtain and maintain proper photo/video consents

· Adhere to facility policies regarding social media use

Qualifications

Required:

· Experience managing social media accounts (Facebook required)

· Strong photography and videography skills

· Basic editing skills (photo/video)

· Excellent written communication and storytelling ability

· Ability to work independently and maintain a consistent posting schedule

Preferred:

· Experience in healthcare, senior living, or long-term care

· Familiarity with social media analytics tools

· Marketing or communications background

Key Competencies

· Creativity and storytelling

· Empathy and emotional intelligence

· Attention to detail

· Strong organizational skills

· Professionalism and discretion

Work Schedule

· Flexible schedule with ability to attend:

o Facility events

o Activities

o Occasional evenings or weekends (as needed for content)

Position Goals / Success Metrics

· Increase social media followers by [X%] within 6–12 months

· Improve engagement rates across all platforms

· Establish consistent posting cadence (e.g., 3–5 posts per week)

· Enhance community perception and brand awareness

· Support recruitment and census growth through online presence

Pay: $48,770.11 - $58,733.89 per year

Benefits:

• 401(k)
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Experience:

• Management: 1 year (Required)
• social media: 5 years (Required)

Ability to Commute:

• Louisville, KY 40245 (Required)

Work Location: In person