Social Media Coordinator in BETHLEHEM, Pennsylvania at Lehigh Valley Public Media

JOB SUMMARY (Two/Three Lines):

· The Social Media Coordinator manages LVPM's day-to-day social media presence across platforms, coordinating content from across the team and producing original social-native content including short-form video, graphics, and copy.

· This role sits at the intersection of journalism, community engagement, and digital storytelling, ensuring LVPM's work reaches audiences where they are and invites them into deeper participation. The Coordinator reports to the Community Engagement Lead and works closely with journalists, the Visuals and Production team, and Events staff.

RESPONSIBILITIES (Tasks):

· Coordinate and schedule social media content across platforms including Facebook, Instagram, X, YouTube, and emerging channels, maintaining a consistent posting cadence.

· Produce original social-native content including short-form video (Reels, TikTok-style), graphics, and platform-specific copy.

· Provide live social coverage of LVPM events, community conversations, tentpole programming, and breaking moments.

· Write clear, engaging copy for social posts, email subject lines, and other digital distribution touchpoints.

· Monitor social channels, respond to comments and messages, and actively engage with the community on behalf of LVPM.

· Partner with Audience Engagement Specialist to track and report on platform analytics, sharing insights with various stakeholders

· Collaborate with journalists to clip, reformat, and redistribute content across social channels.

· Support the Director of Content and Community Engagement Lead with newsletter promotion and audience growth campaigns.

· Stay current on platform algorithm changes, emerging formats, and social trends relevant to local news and public media.

· All other duties as assigned.

KEY ACCOUNTABILITIES (Results Ownership):

· Consistent, on-brand social media presence across all LVPM platforms with a reliable posting cadence.

· Growth in social audience reach, engagement rate, and follower counts across platforms.

· Timely live coverage of LVPM events and programming that extends audience reach beyond the room.

· Quality and accuracy of social copy, graphics, and video across all channels.

· Regular analytics reporting which informs editorial and distribution decisions.

KEY COMPETENCY COMPONENTS (Behaviors Exhibited):

· SKILLS: (Ability to use knowledge effectively and competently in execution)

o Ability to produce short-form social video from capture to edit, including Reels, Stories, and similar formats.

o Proficiency in graphic design tools such as Canva, Adobe Express, or equivalent.

o Strong writing skills with the ability to adapt tone and format across platforms and audiences.

o Ability to manage a content calendar and coordinate across multiple team members to meet deadlines.

o Comfort with live event coverage including mobile capture, real-time posting, and rapid turnaround.

· KNOWLEDGE: (Facts acquired by a person through experience or education)

o Working knowledge of major social media platforms including Instagram, Facebook, X, YouTube, TikTok, and LinkedIn.

o Understanding of social analytics and the metrics that indicate meaningful audience engagement.

o Familiarity with public media, local journalism, community-focused content is a plus.

o Basic understanding of accessibility standards for social content, including captions and alt text.

· EXPERIENCE: (Work experience, degree attainment, professional certifications)

o At least two (2) years of experience managing social media accounts for a media organization, nonprofit, or community brand.

o Demonstrated portfolio of social content including short-form video, graphics, and copy.

o Bachelor's degree in communications, journalism, marketing, or related field, or equivalent professional experience.

· TRAITS: (Distinguishing qualities of a person)

o Detail-oriented

o Creative

o Community-minded

· CHARACTERISTICS: (The special trait that makes a person unique)

o Genuinely curious about the Lehigh Valley community and motivated to help residents feel informed and connected.

o Comfortable working across teams and taking direction from multiple collaborators without losing focus.

o Brings energy and consistency to the work even when the content calendar is demanding.

OTHER WORK REQUIREMENTS:

· Some evenings and weekends are required, particularly for live event coverage of tentpole programming, community conversations, and special events.

· As you will/may be driving a company vehicle or your own vehicle on a regular basis, a valid driver's license and a good driving record as determined by a driver's license background check is required for this position.

· All team members must successfully pass a background check (7 years), FBI fingerprint clearance and PA child clearance.