Job Details

Full-Time and Permanent; Grade D; 7.5 Hours/Day; 252 Days/Year; 12 Months/Year

The Social Media and External Communications Coordinator is responsible for developing, managing, and executing Norfolk Public Schools' external-facing social media strategies and public communications. This role requires expertise in content creation, crisis communications, media engagement, and audience analytics to maximize community reach and engagement. The position also emphasizes innovation through emerging technologies, including artificial intelligence (AI), to optimize outreach efforts. Additionally, this employee will ensure compliance with the Virginia Freedom of Information Act (FOIA) and the federal Family Educational Rights and Privacy Act (FERPA) while managing related caseloads.

This position requires a deep understanding of digital communication trends, media relations, and stakeholder engagement strategies. The coordinator will monitor public sentiment, develop external messaging strategies, and support proactive storytelling to highlight division-wide initiatives and student and staff achievements.

SUPERVISION

The Social Media and External Communications Coordinator duties are performed under the direction of the Chief Strategy, Innovation, and Community Engagement Officer. Work is performed under the direct supervision of the Director of Communications and Community Engagement.

ESSENTIAL FUNCTIONS OF THE CLASS (May not include all duties performed by each position in the class).

Plans, Develops and implements social media strategies aligned with school division priorities and the division's strategic plan.

Curates, creates, and manages engaging content, including text, images, videos, and graphics for all external-facing social media platforms.

Collaborates with school-based social media managers (i.e., Key Communicators) to provide guidance, training, and best practices for external-facing content.

Provides training and support to division and school staff on social media best practices, platform usage, and brand consistency.

Develops and executes social media strategies that incorporate AI-driven automation and analytics tools to improve efficiency and outreach.

Expands the division's presence on platforms such as Facebook, Twitter, Instagram, LinkedIn, and emerging social media channels to engage parents, community members, and external stakeholders.

Monitors social media trends and analytics to optimize reach, engagement, and content performance.

Proactively identifies and develops positive storytelling opportunities that highlight the division's success, including student and staff achievements.

Assists in responding to public comments, inquiries, and @mentions on social media to ensure accurate and timely engagement with stakeholders.

Coordinates and collaborates with media outlets by sharing newsworthy social media content, assisting with media inquiries, and helping to manage external messaging.

Assists in crisis communications by providing timely updates and monitoring external responses on social media.

Develops and implements social media campaigns that align with division initiatives and priorities, ensuring effective engagement with the public.

Identifies and builds relationships with community influencers, partners, and ambassadors to strengthen division outreach efforts.

Provides training and support to division and school staff on social media best practices, platform usage, and brand consistency.

Ensures compliance with FOIA and FERPA regulations and effectively manages related caseloads.

Researches, evaluates, and implements emerging AI technologies to optimize digital engagement and public communication strategies.

Supports the entire communications team with other duties as assigned.

REQUIRED KNOWLEDGE, SKILLS, AND ABILITIES

Extensive knowledge of social media platforms, trends, and best practices, including but not limited to Facebook, Twitter, Instagram, and LinkedIn.

Strong writing, editing, and storytelling skills to create compelling and engaging content for diverse audiences.

Ability to develop and execute social media strategies to maximize community engagement and visibility.

Familiarity with graphic design and video editing tools, such as Adobe Creative Cloud, Canva, or similar platforms.

Strong understanding of social media analytics and the ability to interpret data to inform content strategy.

Experience in media relations and the ability to identify and pitch stories to external media outlets.

Knowledge of FOIA and FERPA compliance requirements, including the ability to manage related caseloads.

Strong crisis communication skills with the ability to respond quickly and effectively in high-pressure situations.

Ability to research and implement emerging technologies, including AI applications, in content creation and public engagement.

Strong organizational and project management skills with the ability to balance multiple priorities.

Ability to establish and maintain effective working relationships with colleagues, school administrators, community organizations, and media representatives.

High level of professionalism, discretion, and responsiveness when handling external communications and stakeholder interactions.

Expertise in strategic social media management and public relations.

Strong proficiency in AI-driven communication tools and emerging digital engagement strategies.

Ability to create compelling storytelling content for public engagement.

Proficiency in managing FOIA and FERPA-related communications and caseloads.

Strong crisis communication and reputation management skills.

Ability to analyze social media and public sentiment data to inform strategy.

Experience in training and guiding school-based social media managers.

Professionalism and adaptability in a fast-paced public sector environment.

MINIMUM EDUCATION, EXPERIENCE AND TRAINING REQUIREMENTS

Bachelor's degree in Communications, Journalism, Public Relations, Marketing, or a related field; Minimum of three years of experience in social media management, public relations, or external communications.

LICENSE

Valid driver's license required.

Commercial drone pilot's license preferred.

PHYSICAL ATTRIBUTES

Work requires normal physical effort associated with working in an office environment.

HAZARDS

Work involves exposure to normal, everyday risks.

UNUSUAL DEMANDS

Work is performed in an office setting as well as throughout the school division and school community. Work is frequently subject to deadlines and requires attendance at weekend and evening meetings held locally and throughout the state. Additionally, work requires continuous professional development in the areas of AI/emerging technology, communications, media, community, and public relations