About this role
Position Summary The Social Media Manager leads the day-to-day management and growth of Rogers Public Schools' social media presence. This position tells the story of the district through engaging, timely, and creative content that showcases students, staff, schools, programs, accomplishments, and opportunities across Rogers Public Schools. The Social Media Manager proactively identifies stories throughout the district, creates original photo, video, graphic, and written content, manages district social media accounts, and builds meaningful engagement with the Rogers Public Schools community. This position requires someone who understands what makes content engaging, can recognize a great story when they see one, and is comfortable spending significant time in schools capturing the people, programs, and experiences that make Rogers Public Schools unique. Essential Duties and Responsibilities Social Media Management
• Manage the district's official social media accounts and daily social media presence.
• Maintain the district social media content calendar.
• Create, schedule, publish, and monitor content across district social media platforms.
• Maintain a consistent district voice, visual identity, and brand across social media channels.
• Monitor comments, messages, tags, mentions, and community engagement on district accounts.
• Respond to routine social media interactions and refer questions or concerns to the appropriate district personnel when necessary.
• Monitor social media trends, platform changes, emerging content formats, and audience behaviors.
• Identify appropriate opportunities to incorporate current trends into district social media content.
• Maintain awareness of social media activity involving Rogers Public Schools, its schools, programs, and community.
Content Creation & Storytelling
• Proactively seek out stories from schools, classrooms, programs, activities, athletics, fine arts, and other areas throughout the district.
• Build relationships with school staff to maintain a consistent pipeline of content and story ideas.
• Develop engaging content that highlights student experiences, staff accomplishments, academic programs, extracurricular activities, career pathways, special events, alumni, and community partnerships.
• Write engaging captions and social media copy appropriate for different platforms and audiences.
• Interview students, employees, families, alumni, and community partners when needed to develop authentic stories.
• Identify opportunities to turn district activities and accomplishments into compelling social media content.
• Develop recurring social media features and content series that strengthen the district's online presence.
Photography & Video
• Capture high-quality photographs and video throughout district schools and programs.
• Attend school and district events to provide social media coverage.
• Produce short-form video content, including reels and other social-first video.
• Edit photographs and video for publication on social media.
• Develop creative concepts for videos, reels, photo features, and other visual content.
• Maintain an organized digital library of photographs, video, graphics, and other social media assets.
• Coordinate with other district staff when additional photography, video, or production support is needed.
Graphic Design & Visual Content
• Create professional graphics and visual content for district social media accounts.
• Develop social media graphics for recognitions, accomplishments, events, programs, celebrations, and other district content.
• Create templates and recurring visual elements that strengthen the district's social media brand.
• Ensure social media graphics and visual content follow district brand standards.
• Adapt content and graphics appropriately for different social media platforms and formats.
School Social Media Support
• Serve as a resource for employees responsible for school and program social media accounts.
• Develop and share social media best practices with school account managers.
• Provide training, guidance, templates, and resources to help schools strengthen their social media presence.
• Help ensure school and program accounts follow district branding, student privacy requirements, and social media expectations.
• Identify and share strong school-level content through district social media channels.
• Encourage collaboration and content sharing between schools and the district.
Campaigns & Special Projects
• Develop and execute social media campaigns supporting district priorities, programs, events, and initiatives.
• Create social media content supporting student and staff recruitment, enrollment, attendance, academic programs, recognitions, and other district priorities.
• Develop social media coverage plans for major district events and activities.
• Collaborate with district departments and schools to develop creative social media approaches for programs and initiatives.
• Support district branding and storytelling projects through social media content.
Analytics & Growth
• Monitor social media reach, engagement, audience growth, video performance, and other key metrics.
• Track performance across district social media platforms.
• Use analytics to identify successful content and opportunities for improvement.
• Evaluate audience preferences and adjust content strategies accordingly.
• Establish goals for social media growth and engagement.
• Provide regular reports on social media performance and trends.
• Research emerging platforms, tools, and strategies that could strengthen the district's social media presence.
Additional Responsibilities
• Maintain confidentiality and exercise sound judgment when working with students and sensitive information.
• Follow district policies and procedures related to student privacy, media permissions, copyright, accessibility, and social media.
• Maintain awareness of appropriate permissions before photographing, filming, or featuring students.
• Manage multiple projects, events, and content deadlines simultaneously.
• Attend occasional evening and weekend events to capture and publish social media content.
• Assist with district events and special projects as assigned.
• Perform other duties as assigned by the Director of Community Relations.
Qualifications Required
• Experience managing professional social media accounts.
• Demonstrated experience creating engaging social media content.
• Strong writing, editing, and proofreading skills.
• Experience with photography, video production, and short-form video editing.
• Experience creating graphics and visual content.
• Strong understanding of major social media platforms, trends, and best practices.
• Ability to manage multiple projects and deadlines independently.
• Strong interpersonal skills and ability to build relationships throughout the organization.
• Ability to exercise sound professional judgment when representing the district online.
Preferred
• Bachelor's degree in marketing, public relations, journalism, digital media, graphic design, or a related field.
• Experience managing social media for a large organization or multiple accounts.
• Experience in education, nonprofit, government, or community-focused social media.
• Experience with Canva, Adobe Creative Cloud, or similar design and editing platforms.
• Experience using professional photography and videography equipment.
• Experience with social media management, scheduling, and analytics tools.
• Experience developing and executing social media campaigns.
• Bilingual English/Spanish skills.
Reports To: Director of Community Relations Contract/Calendar: 220 days