Social Media Coordinator - Pinellas Suncoast Transit Authority

BASIC PURPOSE

At PSTA, marketing is about understanding people and building awareness about how our services benefit the community and meet our customer's needs.  We are looking for an experienced, detail-oriented and strategic digital marketing coordinator who is eager to make an impact on the community in a rewarding role.

Our ideal candidate has experience developing and executing strategic digital marketing plans while managing digital content and campaigns.  They will be comfortable with day-to-day customer engagement to retain interaction on PSTA's social media platforms, as well as contributing to audience growth across channels and increasing brand awareness.  They will be responsible for joining relevant conversations on behalf of the brand and "soft selling" the agency by providing support to current and prospective customers, stakeholders, and the community.  If you are a people-person who loves the rewarding challenge of building a brand digitally, we want to hear from you.

ESSENTIAL FUNCTIONS

• Develop and implement the organization's digital media strategy, including marketing plans that leverage social media, email deployment, and other digital channels as appropriate.
• Manage the development and maintenance of online content that attracts attention, generates interest, and is easily shared with social networks.
• Monitor news outlets and industry leaders to curate content, monitor trends, and maintain a consistent digital footprint.
• Implement and reinforce PSTA's brand voice across all channels.
• Collaborate with other teams, like public outreach and customer service, to ensure brand consistency.
• Collaborate with videographer to post videos on social media channels.
• Assist Brand Manager and Communications and Public Relations Manager with integrating social and digital media channels into PSTA's strategic marketing and communications efforts.
• Create editorial calendars, social media campaigns, and content strategies based on strategy and initiatives defined by the company.
• Community management across all social media platforms, including responding to direct messages and comments, and working closely with the customer service team to provide accurate, up-to-date information.
• Design, create and manage paid social media campaigns, being sure to integrate with company's overall marketing strategy to make best use of budgets.
• Set up and optimize company pages within each platform to increase the visibility of company's social content.
• Develop and expand community and/or influencer outreach efforts.
• Establish and maintain relationships with members of the online community.  Monitor and moderate user-generated content that appears on different social media channels, during business and non-business hours.
• Become an advocate for the company in social media spaces, engaging in dialogues and answering questions where appropriate using "brand voice."
• Communicate with followers, respond to queries in a timely manner and monitor customer reviews.
• Identify threats and opportunities in user-generated content surrounding the company.  Report notable threats to appropriate management.  Take action and follow up on issues in a timely manner to build customer loyalty.
• Research digital trends and evaluate emerging technologies.  Provide thought leadership and perspective for adoption where appropriate.
• Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, SEO, and social advertising campaigns.
• Monitor effective benchmarks, best practices, and trends for measuring the impact of social media efforts.
• Analyze, review, and report on effectiveness of campaigns to maximize results.
• Set strategic goals, track statistical metrics, and generate activity reports to share with management quarterly.
• Oversee design (i.e. social media graphics for Facebook cover, profile pic, thumbnails, X/Twitter profile, etc.).  Familiarity with Canva and/or Adobe Creative Suite is a plus.
• Examine content with a keen visual eye, ensuring that all graphics, photos, and videos are within PSTA brand standards and published according to social media channel best practices.  Basic photography knowledge is required.
• Fearlessly bring new ideas to the table to make best use of social channels and develop brand awareness, including promotions, giveaways, and trending content.
• Development and maintain relationships with other relevant social media coordinators to share ideas and benefit from the insight of others, and further expand the social interaction of our various platforms.
• Other duties as assigned.

MINIMUM QUALIFICATIONS:

• Education:Bachelor's Degree in Marketing, Communications, English, or other relevant field.
• Experience: Professional experience coordinating social media activity for a business or organization and responding to comments.  Tracking, reporting, and making recommendations based on site analytics.
• Experience handling a government entity social media channel is a plus.
• License Requirement: Must have a falid Florida Drivers' license.

KNOWLEDGE, SKILLS AND ABILITIES:

• Knowledge of:  Social media platforms, their respective participants (Facebook, X/Twitter, Instagram, LinkedIn, YouTube, etc.) and how to optimize content so that it is engaging on each channel.  Principles of SEO including keyword research and Google Analytics.  Basic photography and graphic design capabilities (Canva, iPhone, and other photo editing tools).  Adequate knowledge of web design, web development, CRO and SEO.

• Skilled in:   Strong verbal and written communication skills.  Excellent copywriting skills.  Strong attention to detail and organizational skills.  Ability to coordinate multiple tasks and complete assignments with tight deadlines.

• Abilities:  Interacting with the public.  Demonstrating appropriate judgement.  Exhibits the ability to jump from the creative side of marketing to analytical side, able to demonstrate why their ideas are analytically sound.  Experience with Google and Facebook advertising posts.  Experience with advertising services with influencers.  Winning Social Customer Service techniques, such as empathy, patience, advocacy, and conflict resolution.  identify potential negative or crisis situation and apply conflict resolution principles to mitigate issues.  Cultural competence and inclusivity are a must.

PSTA offers great training and career development opportunities. Learn more here: https://www.psta.net/about-psta/careers/psta-professional-development/

PSTA is an Equal Employment Opportunity Employer M/F/D/V. We are committed to equal employment opportunity to all qualified persons, without regard to race, color, religion, creed, ancestry, national origin, age, gender, gender identity or expression, marital status, disability, or other protected status, as established by Federal or State laws.

PSTA complies with the Americans with Disabilities Act (ADA), to provide reasonable accommodations for persons with disabilities. If you have a disability that requires accommodation during the application or interview process, please call Human Resources at 727-540-1854.

PSTA is a Drug-Free/Smoke-Free Workplace.

Veterans’ Preference – Certain servicemembers and veterans, and the spouses and family members of such servicemembers and veterans, receive preference and priority, and certain servicemembers may be eligible to receive waivers for postsecondary educational requirements in employment by PSTA and are encouraged to apply for the positions being filled.