Job Summary

The Social Media Specialist is responsible for developing, coordinating and executing the City of Brownsville’s social media and digital content strategy to effectively inform, engage and connect with residents, businesses, visitors, community partners and other stakeholders.

Working under the direction of the Director of Communications and Marketing and with the supervision of the Digital Marketing Coordinator, the Social Media Coordinator develops timely, accurate, engaging and brand-aligned content across the City’s social media platforms. The position uses audience insights, social media analytics, social listening, current trends and community feedback to strengthen the City’s digital presence and improve how the City communicates with the public.

The Social Media Coordinator collaborates with the Communications & Marketing Department staff, other City departments, elected officials, and other team members to identify community information, stories, programs, services, and initiatives that should be shared through the City’s digital channels.

The position plays an important role in ensuring the City provides accessible, transparent, timely and consistent information to the public while maintaining the City’s established communications, branding and editorial standards.

Competencies

• Strategic Digital Communications
• Written Communication & Storytelling
• Community Engagement & Public Service
● Data Analysis & Performance Management
● Digital Content Creation & Creativity
● Professional Judgment, Responsiveness & Collaboration

Key Functions/Knowledge/Skills

• Develop and execute social media content strategies that support the City’s communications, public information, community engagement and marketing goals.
• Create, write, and edit engaging social media content for City platforms, including but not limited to Facebook, Instagram, X, LinkedIn, YouTube, and other assigned digital platforms.
• Translate complex municipal information, programs, policies, services and initiatives into clear, concise and easy-to-understand content for the general public.
• Coordinate social media coverage of City Commission meetings, City events, press conferences, public meetings, community initiatives, special events and other activities as assigned.
• Monitor social media comments and messages and provide timely responses or route inquiries to the appropriate City department or staff member in accordance with established communications procedures.
• Use social media analytics, audience insights and performance data to evaluate content effectiveness and make recommendations regarding content strategy, posting frequency, platform utilization and audience engagement.
• Prepare regular social media performance reports, including key metrics, audience trends, engagement levels, reach, impressions, content performance and recommendations for improvement.
• Develop social media calendars and coordinate content schedules with the Digital Marketing Coordinator and Communications and Marketing Department.
• Assist in developing communications strategies designed to increase public awareness and understanding of City services, programs, ordinances, initiatives and community resources.
• Maintain consistent City branding, messaging, editorial standards, visual identity and tone across all social media platforms.
• Develop social-first content concepts, including short-form video, reels, stories, graphics, photography, interviews, behind-the-scenes content, public education campaigns and other digital formats.
• Capture and coordinate social media photography and video content at City events, facilities, programs, community activities and other public-facing activities.
• Collaborate with the City’s television and video production operations to identify opportunities to repurpose video programming and public information content for social media and other digital platforms.
• Stay informed about changes to social media platforms, algorithms, features, audience behaviors, digital communications practices and emerging technologies.
• Research social media trends and identify opportunities to incorporate relevant trends, formats and technologies into the City’s communications strategy while maintaining appropriate governmental standards and professionalism.
• Support the Digital Marketing Coordinator in managing social media publishing, scheduling, content workflows, approvals and campaign execution.
• Proactively communicate project status, upcoming priorities, potential risks, deadlines and performance insights to the Digital Marketing Coordinator and Director of Communications and Marketing.
• Assist with post-campaign evaluations and develop recommendations based on performance data, audience response and lessons learned.
• Perform other duties as assigned.

Minimum Education & Experience

• Requires a Bachelor’s Degree in Digital Marketing / Marketing, Communications / Media Studies, Advertising, or Broadcast Television.
• Minimum of two years progressively responsible experience in social media, digital marketing, communications, public relations, journalism, media production or a related field.
• Demonstrated experience developing and executing social media content across multiple platforms.
• Strong understanding of social media platforms, digital communications practices, content development and audience engagement.
• Demonstrated ability to write clear, concise and engaging content for a general public audience.
• Strong knowledge of grammar, spelling, AP style and professional communications practices.
• Excellent verbal and written communication skills.