The Manager, Enterprise Social Media is responsible for the day-to-day execution of Duke Health's enterprise social media presence across institutional channels. Working closely with the Director of Social Media Strategy, this role translates strategic direction into high-quality content, manages platform operations, and ensures Duke Health's social channels reflect institutional standards and priorities with consistency and care.
This role is primarily responsible for enterprise social execution and platform operations, while contributing meaningfully to editorial planning, audience strategy, and content optimization. The ideal candidate brings strong writing instincts, strong platform instincts, and the discipline to operate with speed, accuracy, and sound judgment in a complex, regulated environment.
Duties and responsibilitiesContent creation & channel management
- Manages daily content operations across Duke Health's institutional social media channels including LinkedIn, Facebook, X, and Instagram
- Creates, schedules, and publishes content aligned to institutional priorities, editorial calendar, and governance standards
- Exercises strong editorial and platform judgment, understanding how stories should be adapted across channels and audiences rather than duplicated uniformly
- Helps prioritize social storytelling opportunities based on institutional priorities, audience relevance, and platform performance
- Develops platform-native content including copy, graphics direction, short-form video concepts, and multimedia assets in partnership with designers, videographers, photographers, and creative partners
- Develops and executes short-form, social-first video content optimized for emerging audience behaviors and platform trends
- Maintains brand voice consistency across all channels and content types
- Monitors channel performance and community engagement, responding to comments and inquiries in accordance with approved protocols
Editorial planning & collaboration
- Maintains and executes against an integrated editorial calendar coordinating content across earned media moments, campaigns, and institutional priorities
- Partners with Media Relations to amplify research announcements, clinical milestones, and earned media placements
- Collaborates with Marketing, Internal Communications, and clinical teams to source content and ensure timely, accurate coverage of institutional moments
- Supports amplification and social adaptation of executive thought leadership content in coordination with relevant communications partners
- Supports decentralized communicators and institutional stakeholders through guidance, coordination, and best practices that strengthen alignment across Duke Health's broader social ecosystem
Analytics & performance reporting
- Tracks and reports on channel performance using Sprout Social, translating data into actionable insights and monthly reporting
- Monitors competitive social media landscape including peer academic medical centers
- Identifies content trends and platform developments relevant to Duke Health's audiences and strategic priorities
Issues awareness & reputation support
- Monitors social channels for emerging issues, negative sentiment, or reputation risks and escalates appropriately to the Director
- Supports crisis and sensitive situation response under direction of the Director and AVP of External Communications
- Operates with strong attention to speed, accuracy, and judgment in a fast-moving and highly regulated communications environment
Required qualificationsEducationBachelor's degree in Communications, Journalism, Public Relations, or related field required.
Experience Required- 5+ years of progressive experience in social media management, audience engagement, or enterprise content strategy
- Demonstrated expertise managing institutional or enterprise social media channels at scale
- Strong writing and editing skills with ability to adapt voice and tone across platforms and audiences
- Proficiency with social media management platforms (Sprout Social preferred)
- Experience with analytics and performance reporting, including translating data into editorial decisions
- Demonstrated curiosity about evolving audience behaviors, emerging platforms, and changing content consumption patterns
- Ability to manage multiple priorities with precision and composure in a fast-paced environment
Experience Preferred- Background in healthcare, academic medicine, or similarly complex regulated environments
- Experience supporting amplification of executive communications or thought leadership content
- Familiarity with earned media workflows and media relations collaboration
- Understanding of HIPAA and healthcare compliance as it relates to digital content
- Demonstrated experience developing and executing short-form video content for institutional channels
