About this role

Manage social media presence across all digital platforms by planning, creating, publishing, monitoring and optimising content that expands audience reach, strengthens engagement and reinforces the organisation’s editorial standards and brand. The Social Media Manager works closely with the editorial, production, partnerships and communications teams to deliver compelling social-first storytelling, drive audience growth, analyse platform performance and support organisational campaigns and initiatives.

Key Responsibilities.

Social Media Strategy

• Execute social media strategy across Facebook, Instagram, X, LinkedIn, TikTok, YouTube, WhatsApp and emerging digital platforms.
• Develop platform-specific content plans aligned with editorial priorities, audience needs and organisational objectives.
• Identify opportunities to increase audience reach, engagement, and community growth across all platforms.
• Monitor platform updates, algorithm changes and emerging digital trends, recommending improvements where appropriate.
• Support the implementation of digital campaigns that strengthen visibility and impact.

Content Planning and Publishing

• Develop, maintain and manage the social media content calendar.
• Publish timely, accurate and engaging content across all social media platforms.
• Write and optimise captions, headlines, thumbnails, metadata and platform-specific copy.
• Adapt editorial stories into social-first formats, including reels, shorts, stories, carousels, graphics and other multimedia content.
• Coordinate live coverage of events, interviews, webinars, conferences and breaking news.
• Work closely with journalists, producers, graphic designers, photographers, and videographers to ensure timely content delivery.
• Ensure all published content adheres to editorial, branding, and quality standards.

Audience Engagement and Community Management

• Manage audience interactions by responding to comments, messages, and enquiries across all social media platforms.
• Foster meaningful conversations that strengthen the organisation online community.
• Identify opportunities to increase audience participation, engagement and loyalty.
• Escalate sensitive, reputational, or editorial issues to the appropriate internal teams.
• Monitor audience feedback and provide recommendations for improving user experience and engagement.

Analytics, Monitoring and Reporting

• Monitor social media performance using analytics and reporting tools.
• Produce regular reports highlighting audience growth, engagement, content performance and campaign effectiveness.
• Analyse audience behaviour, platform insights and performance trends to recommend improvements.
• Track key performance indicators (KPIs) and prepare actionable recommendations for continuous optimisation.
• Monitor website traffic generated from social media channels and evaluate content effectiveness.

Brand Management and Compliance

• Ensure all social media content reflects Willow Health Media’s editorial standards, values and brand voice.
• Maintain consistency across all platforms.
• Support campaigns, partnerships and organisational initiatives through effective social media execution.
• Uphold accuracy, fairness and ethical journalism in all digital communications.

Qualifications

• Bachelor’s degree in Communications, Journalism, Marketing, Digital Media or a related field.
• At least 3 years’ experience managing social media for a media organisation, digital publisher, NGO or communications agency.
• Proven experience growing and managing multiple social media platforms.
• Strong understanding of platform algorithms, analytics and audience development.
• Excellent writing, editing and copywriting skills.
• Experience using social media scheduling, monitoring and analytics tools.
• Experience with basic graphic design and short-form video editing is an added advantage.
• Strong editorial judgement.
• Excellent storytelling and copywriting skills.
• Creativity and an eye for visual content.
• Strong analytical and problem-solving skills.
• Excellent planning and organisational skills.
• Ability to work in a fast-paced newsroom and meet tight deadlines.
• Passion for journalism, public health and evidence-based communication.
• Working knowledge of basic graphic design and visual content creation tools, such as Canva and Adobe Creative Suite.

• Execute social media strategy across Facebook, Instagram, X, LinkedIn, TikTok, YouTube, WhatsApp and emerging digital platforms.
• Develop platform-specific content plans aligned with editorial priorities, audience needs and organisational objectives.
• Identify opportunities to increase audience reach, engagement, and community growth across all platforms.
• Monitor platform updates, algorithm changes and emerging digital trends, recommending improvements where appropriate.
• Support the implementation of digital campaigns that strengthen visibility and impact.
• Develop, maintain and manage the social media content calendar.
• Publish timely, accurate and engaging content across all social media platforms.
• Write and optimise captions, headlines, thumbnails, metadata and platform-specific copy.
• Adapt editorial stories into social-first formats, including reels, shorts, stories, carousels, graphics and other multimedia content.
• Coordinate live coverage of events, interviews, webinars, conferences and breaking news.
• Work closely with journalists, producers, graphic designers, photographers, and videographers to ensure timely content delivery.
• Ensure all published content adheres to editorial, branding, and quality standards.
• Manage audience interactions by responding to comments, messages, and enquiries across all social media platforms.
• Foster meaningful conversations that strengthen the organisation online community.
• Identify opportunities to increase audience participation, engagement and loyalty.
• Escalate sensitive, reputational, or editorial issues to the appropriate internal teams.
• Monitor audience feedback and provide recommendations for improving user experience and engagement.
• Monitor social media performance using analytics and reporting tools.
• Produce regular reports highlighting audience growth, engagement, content performance and campaign effectiveness.
• Analyse audience behaviour, platform insights and performance trends to recommend improvements.
• Track key performance indicators (KPIs) and prepare actionable recommendations for continuous optimisation.
• Monitor website traffic generated from social media channels and evaluate content effectiveness.
• Ensure all social media content reflects Willow Health Media’s editorial standards, values and brand voice.
• Maintain consistency across all platforms.
• Support campaigns, partnerships and organisational initiatives through effective social media execution.
• Uphold accuracy, fairness and ethical journalism in all digital communications.

• Strong understanding of platform algorithms, analytics and audience development.
• Excellent writing, editing and copywriting skills.
• Experience using social media scheduling, monitoring and analytics tools.
• Strong editorial judgement.
• Excellent storytelling and copywriting skills.
• Creativity and an eye for visual content.
• Strong analytical and problem-solving skills.
• Excellent planning and organisational skills.
• Ability to work in a fast-paced newsroom and meet tight deadlines.
• Passion for journalism, public health and evidence-based communication.
• Working knowledge of basic graphic design and visual content creation tools, such as Canva and Adobe Creative Suite.

• Bachelor’s degree in Communications, Journalism, Marketing, Digital Media or a related field.
• At least 3 years’ experience managing social media for a media organisation, digital publisher, NGO or communications agency.
• Proven experience growing and managing multiple social media platforms.
• Experience with basic graphic design and short-form video editing is an added advantage.