The Senior Social Media Manager is the primary staffer for the office’s social media needs, including, but not limited to, the APA’s Twitter, Facebook and LinkedIn accounts as well as other platforms that may be of use to delivering APA’s message. This position is responsible for disseminating APA’s messages on all social media channels and tracking and improving performance. The staffer develops and oversees social media coverage of APA events and other events pertaining to the organization and psychiatry. The staffer follows key media sources via Twitter and assists the media relations staffer in updating the media contacts list. Staffer must have strong writing and organizational skills. Staffer writes APA blogs aimed at the public. Staffer works with Social Marketing Manager on overall strategy, editorial calendar and campaign planning. Staffer provides social media training to APA leadership, employees and members.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Social media reporter and coordinator. Key team member for monitoring media and current events and blogger outreach.
Write and regularly post new information on APA’s main Twitter, LinkedIn, and Facebook accounts.
Follow member discussions on LinkedIn and when appropriate, help to drive the conversations forward.
Attend major APA meetings and events and provide social media coverage.
Track APA’s digital footprint and generate regular reports to measure digital presence and type of coverage, sources; provide such reports to APA leadership.
Develop a best practices document for social media and update periodically.
Train other staffers, members and District Branches/State Associations (DB/SAs) on social media.
Conduct research both within APA and outside the organization to identify news to share on social media.
Monitor comments on all APA social media accounts and blogs and delete inappropriate content.
Remove members of the LinkedIn account who are not APA members
Continuously seek out and produce fresh and timely content to be reported via video on APA’s website and social media sites, including You Tube.
Coordinate and oversee Twitter chats on relevant issues to the APA.
Work with graphics designer to brainstorm and develop social media friendly visuals, such as infographics.
This individual is first line of defense in breaking news that affects APA and its leadership.
Track reporters on Twitter per issues related to APA, members and mental health and provide new contacts to Senior Media Relations Specialist.
Track influential mental health bloggers and provide outreach to them on issues of importance to the APA.
Manage contracts with vendors and stay current on their offerings.
Review other available tracking software/companies as they come on the market.
Digital content generation.
Write and/or edit at least one blog post a week for the Healthy Minds blog. Blog posts will be a combination of staff-written items and posts written by member psychiatrists.
Write news releases when needed on issues pertaining to APA
Write and distribute talking points to DB/SAs and members when needed.
Develop other digital content generation, sharing and cross-promotion.
Look for and develop partnerships to widen APA’s reach and engage new audiences. Possible platforms include town halls, thunderclaps and Twitter chats.
Brainstorm ways to better showcase content at the APA’s Annual Meeting and other functions.
Write work plans and manage projects.
Write goal-oriented communications plans for specific projects and audiences.
Secure approval from immediate directors and internal clients, as appropriate, such as the Department of Government Affairs and the Division of Policy, Programs, and Partnerships.
Execute against approved plans, keeping directors and clients informed of progress, impediments and resource needs.
Measure progress and success of plan, to identify successful strategies and tactics and strengthen future work.
Participate in meetings, calls and planning sessions with internal clients to keep informed of developments and evolving needs.
Other duties as assigned
REQUIRED SKILLS, EXPERIENCE, AND QUALIFICATIONS
Bachelor’s degree in communications, journalism, and English or related field with 5 years of experience; association experience strongly preferred
Equivalent combination of education and experience also considered
Prior experience with social media, preferably in a nonprofit or association
Normal demands associated with an office environment.
Ability to work on computer for prolonged periods, communicate with individuals by telephone, e-mail and face to face.
Some travel may be required.
About American Psychiatric Association
American Psychiatric Association (APA) is the world's largest psychiatric organization, with over 38,500 U.S. and international member physicians and 240 employees. Its vision is a society that has available, accessible quality psychiatric diagnosis and treatment. APA has excellent benefits, including medical, dental, 401k, flexible spending accounts, and tuition assistance. The APA is located in Washington, D.C. within walking distance of the L'Enfant Plaza Metro stop.