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Senior Social Media Officer

University of Victoria

Job Description

The University of Victoria is one of Victoria's largest employers and one of Canada’s best diversity employers. Together we are more than 5,000 dedicated faculty, librarians and staff supporting the University of Victoria’s diverse academic programs, world-class research and commitment to civic engagement.
The salary range for this position is:
Recruitment range:  $68,846 - $86,058 maximum starting salary is determined through knowledge, experience and internal equity.

Performance range: starting salary to max of $98,966 is available through annual performance increases.

Mandate or core purpose of role
The Senior Social Media Officer, is responsible for leading the development and implementation of the university social media strategy, and for identifying, researching and analyzing social media opportunities to protect and enhance the university’s reputation in line with institutional positioning, regionally, nationally and internationally.
This position plays an integral role in UC+M’s mandate to communicate UVic’s vision and strategic objectives. They create content and also supervise others who create social media and digital content including video.
This position frequently works with confidential or sensitive information potentially detrimental to the university’s reputation; materials used to make decisions about employment conditions affecting unions, the faculty association and their memberships; and legal and financial details concerning the university’s governance and operations including any liabilities. The related decisions could significantly affect the university’s relationship with key stakeholders including campus constituents, government, external partners and funders.

Summary of roles, functions and areas of focus

The Senior Social Media Officer:
  • Leads the development and implementation of the institution’s social media strategy consistent with existing institutional positioning to targeted audiences regionally, nationally and internationally.
  • Proactively identifies opportunities to enhance the university’s reputation in line with institutional positioning, regionally, nationally and internationally.
  • Creates content for use on social media platforms to meet the university’s goals and objectives.
  • Identifies, creates and manages the implementation of appropriate strategies and advises on critical issues that could affect the university’s reputation.
  • Develops and implements major or institutional-level, strategic social media marketing campaigns in collaboration with the Manager of Strategic Marketing.
  • Supervises positions responsible for digital media content development and strategy including video production.
  • Participates in regular Emergency Operations Centre training exercises, and during an emergency coordinates flow of information on social media platforms to keep stakeholders informed and to ensure the university responds promptly and appropriately to the information aspects of a crisis or emergency.


Bachelor’s degree in communications, public relations, journalism or relevant discipline or an equivalent level of education training and experience

Minimum of four to six years of social media communications and marketing experience including:

  • Monitoring and responding to emergencies and reputational issues with social media
  • Developing and implementing institutional social media strategies differentiated by audience with measurable outcomes
  • Developing and implementing institutional social media campaigns to manage reputational issues
  • Tracking the success of social media campaigns by measuring social media KPIs, Google Analytics, etc.
  • Direct supervising of employees to set and achieve goals as determined by department and institutional priorities
  • Developing strong working relationships and partnerships, and working collaboratively at all levels and areas within an organization, including at the executive level on confidential or public issues

Knowledge requirements include:

  • Strategic use of social media platforms, (Facebook, Twitter, YouTube, Instagram, TikTok etc.) and online social media advertising platforms (e.g. Facebook Ads Manager, Google Ads and LinkedIn Ads Manager), understanding of the demographics, behavior and conventions of their respective participants, and how each platform can be optimally deployed in different scenarios to achieve an organization’s goals and objectives
  • Social media marketing campaign management optimization practices across Facebook, Twitter, LinkedIn, Instagram and other social media applications
  • Familiarity with post-secondary education structure and culture

Key job-specific competencies:

  • Superior verbal and written communication skills
  • Demonstrated ability to think and plan at a strategic level with measurable outcomes
  • Ability to handle multiple projects and tasks with constantly shifting priorities on strict deadlines
  • Ability to think clearly and operate effectively under stress and in ongoing intense situations
  • Superior communication skills, both written and verbal
  • Good judgement and the ability to respond in stressful situations with political sensitivity, diplomacy and tact
  • Proven track record of effective leadership and the ability to inspire others
  • Ability to work independently and collaboratively in a team environment
  • Excellent analytical, critical thinking and problem-solving skills
  • Ability to establish priorities and to work on a number of different initiatives concurrently
  • Excellent administrative, project management, teamwork, planning, and organizational skills 
  • Project management skills
  • Ability to adapt to new technologies and changing priorities

Unusual working conditions

This position often requires very short preparation times due to the unpredictable nature of issues, the speed and escalation potential of social media, as well as the position being responsive to both executive members and MPRA on very short deadlines. Work can be intensive for an extended period time during a time of crisis or reputational risk.

There are expectations to achieve goals and absorb constant interruptions as additional goals are either added or changed. Social media is a 24/7 medium and work may occur during the off hours or on weekends with information that needs verification or expansion on short notice and tracking down the appropriate administrator can be difficult.

The position requires the ability to deal calmly with complex decision making during stressful and demanding situations.

Weekend and/or evening calls may happen once or twice a month or more frequently during a time of crisis or reputational risk. Like most ME positions, there is an expectation that email is monitored in off hours.

How To Apply
Contact For This Position
Aby Tannas
University of Victoria
3800 Finnerty Rd
Victoria BC V8P 5C2

Telephone: (250) 721-7639

Company Website: View
Job Location
Victoria BC
Job Level & Type
Senior Level
$75,000 - $99,999
Listing To Be Posted Until
May 29, 2021
Apply on company website