Digital Media Specialist

Description

Position Summary:

The purpose of this position is to assist with the city’s digital media and communications strategy. Under the general direction of the Media Manager, the Digital Media Specialist will oversee all social and digital media initiatives in an effort to expand the City’s brand and reach. Work involves, but is not limited to researching, planning, and developing social media content and strategies, email marketing campaigns, website content and design, representing the City at special events; and providing quality assurance in accordance with the City’s branding and best practices

Position Scope:

Illustrative Examples of Essential Duties

This is not intended as a comprehensive list; it is intended to provide a representative summary of the major duties and responsibilities. Incumbent(s) may be required to perform all duties listed, and may be required to perform additional, position-specific tasks.

• Responsible for content management, design and maintenance of the City’s website(s), including all aspects of website creation in strict compliance with established City branding, quality, and values. Researches, writes, creates and edits online materials; creates graphics, copy, layout and design of new web materials; trains employees on use of the City website; monitors and reports on website usage and statistics; oversees all aspects of the City’s social media efforts. Consults with communications colleagues to develop and implement City marketing strategies. Research and recommends additional online tools for strengthening the City’s online presence and improving overall communication with the public.
• Develops and maintains the City's corporate image and identity, which includes the use of logos and signage. Ensures all messaging and designs are consistent with the City's branding.
• Oversees all digital communications and platforms. Develops and implements short and long-term plans for the City’s social media and web presence based on the overall communications strategy of the organization in strict compliance with established City branding, quality, and values. Creates, develops and manages content.
• Coordinates digital communications and social media initiatives for the city. Manage email marketing campaigns, and public inquiries. Implements strategies for social media in collaboration with other members of the Media Division, and coordinates with them to ensure consistency of messages and familiarity with the plans, responsibilities, and deadlines, for implementing and evaluating marketing and communications programs for social media.
• Assists with crisis communication strategies and City messaging with regards to emergency operations and public safety issues. Assists with the city’s emergency notification platform, SIBAlert.
• Provides editorial support for print and digital materials. Collaborates on creative direction to the graphic designer regarding online materials, as well as creates graphics for online materials utilizing Adobe InDesign and Illustrator.
• Keeps informed of current practices, trends and new innovations, specifically in the
  areas of social media and web design. Assists in researching and developing new techniques, approaches and trends and makes recommendations to the Media Manager.
• Maintains and helps expand social media presence with regular updates on Facebook, Instagram, X, and other appropriate digital/social media platforms, in accordance with established guidelines. Monitors social media traffic involving the city and responds to posts and comments either directed to (or concerning) the City across digital platforms.
• Maintains the city’s digital compliance in accordance to WCAG 2.0 requirements and industry standards, and communication industry best practices. Responsible for guaranteeing that all publications, documents, forms, images, videos, and other forms of media are accessible to all in compliance with Section 508 of the Rehabilitation Act.
• Develops metrics to measure effectiveness and employs alternate approaches, as needed. Reports on these metrics and KPIs on a regular basis.
• Provides media coverage of city events and coverage, including social media and still photography. Shoots and edits still photography as directed.
• Updates and maintains online photo gallery. Provides support for video production and audio/visual operations.
• Assists in the implementation of annual surveys for benchmarking.
• Maintains accurate records and prepares reports related to program activities.
• Promotes and represents the city to the public in a friendly, helpful, and professional manner using principles of good customer service.
• Establishes and maintains effective working relationships with clients, government officials, and media representatives.
• Performs other related duties as assigned by the Media Manager.

Knowledge, Skills and Abilities

• Advanced knowledge of digital media and communications, including web publishing, website content management, web-based graphic design, information architecture, email marketing, social media, digital forms and other digital communications.
• Experience with popular content management systems (Wordpress, Drupal, etc.).
• Advanced knowledge of website guidelines including WCAG 2.0 requirements and industry standards, and communication industry best practices, as well as the ability to perform the basic functions of website content management systems. Ability to make publications, documents, forms, images, videos, and other forms of media accessible, in compliance with Section 508 of the Rehabilitation Act.
• Skill in the applications contained in the Adobe Creative Cloud Suite including InDesign, Photoshop and Illustrator to produce web-optimized graphics and site designs, with ability to edit images for the web. Demonstrated experience optimizing PDF documents and images for the web.
• Knowledge of HTML, CSS, SQL, UX and UI design is a plus.
• Skilled in the professional use of social media platforms, including livestreaming. Knowledgeable of industry standards, reporting, and analytics.

• Ability to work independently and as a member of a team. Ability to effectively demonstrate excellent organizational, oral, and written communications skills, including the ability to follow complex oral and written instructions.

• Ability to plan, organize, schedule, manage, and execute projects and programs. Ability to establish priorities and timelines in order to effectively meet deadlines.

• Knowledge of AP writing style.

• Knowledge of crisis communications. Ability to respond rapidly and effectively to emergency situations and the ability to maintain organized work/information and accurate productivity during periods of stress and high activity.

• Skilled in professional photography techniques and understanding of proper equipment and best practices.

• Ability to prepare clear, accurate, concise, and consistent messages communicating the City's goals, objectives, policies, strategic plans, and information through various print and digital platforms to a diverse customer environment. Skilled in editing and writing with the ability to understand and write interesting and informative pieces about complex information.

• Ability to effectively train, direct, supervise, and evaluate staff comprised of entry level and intermediate/experienced professionals.

• Skill in the operation of general office software including Microsoft Excel, Microsoft Word, Microsoft PowerPoint.

• Ability to establish and maintain effective working relationships with employees, co-workers, the city manager, staff, department directors, elected officials, local media, community members, and the public.

Additional Knowledge, Skills & Abilities (preferred but not required):

• Understanding of information design and information architecture, including layout and design.
• Videography and editing skills.

Minimum Requirements

Required Education & Experience:

• Bachelor’s degree in public relations, Marketing, Communications, English, Computer Science, Digital Media, Web Design or related field supplemented by three (3) years’ experience managing content and production of websites and social media, preferably with a governmental agency.
• Experience managing Facebook, Instagram, X, YouTube, and other social media in support of organizational purposes required. Experience with social media management tools, such as Sprout Social. Experience with email marketing strategies and tools, such as Mailchimp.
• Knowledge of website guidelines including WCAG 2.0 requirements and industry standards, and communication industry best practices, as well as the ability to perform the basic functions of website content management systems. Ability to make publications, documents, forms, images, videos, and other forms of media accessible to all in compliance with Section 508 of the Rehabilitation Act.
• Experience using Adobe Creative Cloud Suite such as InDesign, Photoshop and Illustrator to produce web-ready graphics and site designs, with ability to edit images for the web required. Experience optimizing PDF documents for web delivery.
• Ability to fluently read, write, and communicate in English is required; Spanish or Russian as a second language is a plus.
• Government Experience preferred.

Licenses and/or Certifications:

• Active Membership in National Association of Government Web Professional (NAGW) or Government Social Media (GSM) preferred.

Physical Requirements & Working Conditions:

The essential job functions of this position will require the employee to perform the following physical activities. Employee accommodations for physical or mental disabilities will be considered on a case-by-case basis:

• On a continuous basis, sit at desk and/or stand for long periods of time. Frequently required to walk. Regularly required to see, hear and talk with the public; read presented documents, write or use keyboard to communicate through written means. On occasion required to drive a motor vehicle, to climb or balance, stoop, kneel, crouch, taste, or smell. Intermittently twist and reach; lift or carry weight regularly of 10 pounds and on occasion weight of up to 30 pounds. Frequently exposed to wet and/or humid weather conditions, mechanical moving parts, vibration, high places, fumes and/or airborne particles, chemicals, loud noise, and risk of electric shock. Specific vision requirements include close vision, color vision, peripheral vision, depth perception and ability to adjust focus.
• Regularly required to work evenings, nights, and weekends, and subject to an on-call schedule.

Additional Information:

• There is a one-year probationary period.
• It is the responsibility of the incumbent to maintain their licenses and/or certifications as a job requirement.