Social Media and External Communications Coordinator

FullTime and Permanent; Grade D 7.5 Hours/Day; 252 Days/Year; 12 Months/Year

The Social Media and External Communications Coordinator is responsible for developing managing and executing Norfolk Public Schools externalfacing social media strategies and public communications. This role requires expertise in content creation crisis communications media engagement and audience analytics to maximize community reach and engagement. The position also emphasizes innovation through emerging technologies including artificial intelligence (AI) to optimize outreach efforts. Additionally this employee will ensure compliance with the Virginia Freedom of Information Act (FOIA) and the federal Family Educational Rights and Privacy Act (FERPA) while managing related caseloads.

This position requires a deep understanding of digital communication trends media relations and stakeholder engagement strategies. The coordinator will monitor public sentiment develop external messaging strategies and support proactive storytelling to highlight divisionwide initiatives and student and staff achievements.

SUPERVISION

The Social Media and External Communications Coordinator duties are performed under the direction of the Chief Strategy Innovation and Community Engagement Officer. Work is performed under the direct supervision of the Director of Communications and Community Engagement.

ESSENTIAL FUNCTIONS OF THE CLASS (May not include all duties performed by each position in the class).

Plans Develops and implements social media strategies aligned with school division priorities and the divisions strategic plan.

Curates creates and manages engaging content including text images videos and graphics for all externalfacing social media platforms.

Collaborates with schoolbased social media managers (i.e. Key Communicators) to provide guidance training and best practices for externalfacing content.

Provides training and support to division and school staff on social media best practices platform usage and brand consistency.

Develops and executes social media strategies that incorporate AIdriven automation and analytics tools to improve efficiency and outreach.

Expands the divisions presence on platforms such as Facebook Twitter Instagram LinkedIn and emerging social media channels to engage parents community members and external stakeholders.

Monitors social media trends and analytics to optimize reach engagement and content performance.

Proactively identifies and develops positive storytelling opportunities that highlight the divisions success including student and staff achievements.

Assists in responding to public comments inquiries and @mentions on social media to ensure accurate and timely engagement with stakeholders.

Coordinates and collaborates with media outlets by sharing newsworthy social media content assisting with media inquiries and helping to manage external messaging.

Assists in crisis communications by providing timely updates and monitoring external responses on social media.

Develops and implements social media campaigns that align with division initiatives and priorities ensuring effective engagement with the public.

Identifies and builds relationships with community influencers partners and ambassadors to strengthen division outreach efforts.

Provides training and support to division and school staff on social media best practices platform usage and brand consistency.

Ensures compliance with FOIA and FERPA regulations and effectively manages related caseloads.

Researches evaluates and implements emerging AI technologies to optimize digital engagement and public communication strategies.

Supports the entire communications team with other duties as assigned.

REQUIRED KNOWLEDGE SKILLS AND ABILITIES

Extensive knowledge of social media platforms trends and best practices including but not limited to Facebook Twitter Instagram and LinkedIn.

Strong writing editing and storytelling skills to create compelling and engaging content for diverse audiences.

Ability to develop and execute social media strategies to maximize community engagement and visibility.

Familiarity with graphic design and video editing tools such as Adobe Creative Cloud Canva or similar platforms.

Strong understanding of social media analytics and the ability to interpret data to inform content strategy.

Experience in media relations and the ability to identify and pitch stories to external media outlets.

Knowledge of FOIA and FERPA compliance requirements including the ability to manage related caseloads.

Strong crisis communication skills with the ability to respond quickly and effectively in highpressure situations.

Ability to research and implement emerging technologies including AI applications in content creation and public engagement.

Strong organizational and project management skills with the ability to balance multiple priorities.

Ability to establish and maintain effective working relationships with colleagues school administrators community organizations and media representatives.

High level of professionalism discretion and responsiveness when handling external communications and stakeholder interactions.

Expertise in strategic social media management and public relations.

Strong proficiency in AIdriven communication tools and emerging digital engagement strategies.

Ability to create compelling storytelling content for public engagement.

Proficiency in managing FOIA and FERPArelated communications and caseloads.

Strong crisis communication and reputation management skills.

Ability to analyze social media and public sentiment data to inform strategy.

Experience in training and guiding schoolbased social media managers.

Professionalism and adaptability in a fastpaced public sector environment.

MINIMUM EDUCATION EXPERIENCE AND TRAINING REQUIREMENTS

Bachelors degree in Communications Journalism Public Relations Marketing or a related field; Minimum of three years of experience in social media management public relations or external communications.

LICENSE

Valid drivers license required.

Commercial drone pilots license preferred.

PHYSICAL ATTRIBUTES

Work requires normal physical effort associated with working in an office environment.

HAZARDS

Work involves exposure to normal everyday risks.

UNUSUAL DEMANDS

Work is performed in an office setting as well as throughout the school division and school community. Work is frequently subject to deadlines and requires attendance at weekend and evening meetings held locally and throughout the state. Additionally work requires continuous professional development in the areas of AI/emerging technology communications media community and public relations

Required Experience:

IC