Exit Memo: Social media and content team leader

We asked members of the Apolitical Community to write-up a prospective “exit memo” for their role to increase visibility of the different kinds of work being done across government.

Job Title: Social media and content team leader

How would you describe your job to a friend?

I help my organisation to implement the communication, positioning and reputation strategies of this new university [I work at]. In this sense, I align the communication strategy to the positioning of this new brand. I am responsible for the development and implementation of the university's strategic communication plan, the definition of communication campaigns and the launch of digital marketing content on social media and the website. I also carry out the content development of various communication pieces: post, web content, press release kits, speeches, newsletters, brochures, flyers, audiovisuals and presentations.

What are your daily/weekly/monthly responsibilities?

I am in charge of content planning and writing of all institutional communications pieces, both internal and external for digital media and press. In addition, I coordinate the scripting of FAQs to customers in social media, web and mailing; and monitor the level of queries and demands to refer to academic areas. I also monitor press news from various stakeholders: our competitors (public and private universities), education unions, the local government and the Ministry of Education (the political context where our institution develops) in order to advise the board of directors or to prevent a communication crisis.

What does your successor need to know to succeed?

To be successful in the position and not get frustrated in the field, I encourage you to be proactive and propose your own agenda of anticipation and risk mitigation but without neglecting a positive agenda of high educational content value. It is very important to ensure the university's purpose despite the changing context of local politics. This position requires analytical, planning and anticipatory skills. But it also requires leadership skills, flexibility and adaptability to change according to the local political agenda and the board's lack of a strategic plan.

What are some current projects you're working on?:

Currently, I'm working on the 2022 undergraduate admissions campaign strategy. For this purpose I am developing the key messages of the digital marketing campaign. In addition, I am organising a photo and audiovisual shoot to generate communication pieces.

Want to better inform the Apolitical community? Submit your own exit memo here.

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