Director, Social Media and Content Integration

Washington, DC
Nov 28, 2019
Dec 12, 2019
Full Time
Business Unit Description

AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million that helps people turn their goals and dreams into 'Real Possibilities' by changing the way America defines aging. With staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, AARP works to strengthen communities and promote the issues that matter most to families such as healthcare security, financial security and personal fulfillment. AARP also advocates for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name. As a trusted source for news and information, AARP produces the world's largest circulation magazine, AARP The Magazine and

Integrated Communications and Marketing (ICM) is a multimedia, service-focused communications and marketing operation that leads in shaping the impression of AARP by providing communications planning, marketing, support and execution for AARP's strategic business units.

Drives key strategic social media and brand objectives. Leads the social content, integration, and execution efforts for major issue areas and topics relevant to AARP and its communities while working closely with AARP's Strategic Communications and Editorial teams. Responsible for the development and execution of social content strategy for major issue areas and utilize social paid media to ensure maximum engagement and exposure for content on paid platforms. Also, leads the development and execution of editorially-driven social media initiatives and manage the relationship with the Editorial team. Collaborates enterprise-wide to ensure growth in key social media metrics, in line with overall goals, and quality integrated social content for AARP.

1. Provides strategic guidance on social media content tied to AARP issue areas and enterprise strategy priorities.

2. Provides valuable strategic communications, as needed to proactively share ideas, opportunities, and best practices on a regular basis.

3. Manages day-to-day relationships with the Editorial team.

4. Leads development and execution of editorially-driven social media initiatives.

5. Works with the editorial team on social media training and best practices, in close collaboration with appropriate colleague.

6. Reports on what is trending and proactively suggests concepts/ideas that can take AARP's social media efforts to the next level.

7. Maintains the AARP brand on established and emerging social platforms.
8. Drives brand equity, and supports AARP's mission on social media.

9. Leads social media content integration efforts for specified AARP C-Suite executive social media handles, and advises on and execute strategy for critical AARP social communications platforms and communities (Facebook, Twitter, Instagram, LinkedIn, etc.).

10. Work with social media agency(ies), contractors and specialists to ensure strategic and tactical alignment and maximum ROI.

11. Drive growth in key engagement, traffic, video and brand equity metrics across our social platforms in line with our overall social media strategy.

12. Engages prospects, members, and influencers (e.g., AARP communities) and regularly reports on progress. In addition, grows brand champions and partners with influencers, if/when appropriate.

13. Grows key metrics and provides reporting in line with AARP's overall social media goals and strategy.

14. Analyzes content performance and provides constructive guidance to better engage communities in close collaboration with the appropriate colleague.

15. Maintains the AARP brand voice on established and emerging social platforms.

16. Manages social integration for AARP events and experiences, if/when appropriate.

17. Manages budget allocation for Content Integration efforts and initiatives; ensure on time and on budget delivery and that project objectives are met on time and within budget.

18. Report on the health and evolution of AARP communities on a monthly and quarterly basis

19. Stays current on industry trends and technological developments all while applying the best thinking and practices to AARP's social communication.

20. Work closely with the social response/customer care team.

21. Provide ongoing staff management, professional development and process oversight.


Completion of a Bachelor's degree in Marketing, Communications, Journalism, or a related discipline or equivalent (advanced degree preferred) and 5+ years of experience in developing social communications strategies, with a major focus on working closely with journalists in a major digital media organization. Previous social media management experience is required, including community management and paid media management.

Demonstrates a strong ability to work with content teams and excel in a digital publishing environment.

Demonstrates ability to forge relationships with journalists.

Demonstrates experience training journalists and executives on social media best practices.

Demonstrates ability to thrive in creative environments.

Demonstrates ability to mentor others.

Demonstrates a strong ability to develop and manage social content strategy.

Demonstrates an ability to use data, analytics, and audience metrics to direct and measure social communication.

Possesses a strong client service orientation and account management skills.

Demonstrates an excellent understanding of, and ability to work within, organizational politics, networks, and a matrix management system.

Demonstrates strong interpersonal skills (e.g., listening, collaborating, negotiating, facilitating, managing conflict, and flexibility).

Demonstrates a strong working knowledge and understanding of social communications platforms, blogs, microblogs, mobile, user-generated sites, etc.

Exceptional written and verbal communication skills.

Commitment to quality and accuracy -- strong attention to detail.

Benefits Offered

AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.
Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.

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