Position Objective:

We are looking for an experienced and creative Social Media Strategist to join our team. As a Social Media Strategist, you will be responsible for developing and implementing our engaging Social Media strategy to grow our brand and improve our public relations, health education, communications and marketing efforts. You will be working closely with Communications and Marketing team members, directed by the Director, MarCom and Digital Experience.  

As our Social Media Strategist, you'll thrive in a dynamic environment. Your role will demand flexibility, including occasional after-hours work, ensuring you're always at the forefront of our digital presence.

This position offers the opportunity to travel to various off-site locations and community venues integral to our mission.

Headquartered in the heart of Annapolis, Maryland, you'll enjoy the charm of historic downtown Annapolis and benefit from the easy travel access to both Baltimore and Washington, D.C. Our strategic location not only enhances your professional journey but also connects you deeply with the community we proudly serve.

Luminis Health is a nonprofit regional health system that was formed when Doctors Community Medical Center joined Anne Arundel Medical Center, each with rich histories of serving their communities. Together, we provide care for 1.8 million people in Anne Arundel and Prince George’s Counties, the Eastern Shore and beyond. We make it refreshingly easy to access care with a network of more than 100 practice locations, including Luminis Health Anne Arundel Medical Center, Luminis Health Doctors Community Medical Center, J. Kent McNew Family Medical Center, Luminis Health Pathways, and Doctors Community Rehabilitation and Patient Care Center.

Essential Job Duties:

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Develop and Implement Strategy:Develop, implement, and manage the Luminis Health social media strategy.Create, manage, and oversee content on all Luminis Health social media platforms and channels.Collaborate across the entire MarCom team to ensure integration of all social media communication efforts across the health system, strategically aligning with initiatives, objectives, and the annual operating plan.Work closely with other Luminis Health leaders, service lines, departments, and offices as appropriate.Plan and execute social media campaigns aligned with marketing initiatives, including product launches, health awareness months, and community events.Content Creation and Management:Create and execute multimedia content strategies, including posts, blogs, videos, and other formats.Develop creative, relevant and engaging content that appropriately connects Luminis Health to the cultural dialogue.Serve as the managing editor for Luminis Health’s blog.Collaborate with the videographer and other marketing team members to brainstorm and plan multimedia content execution.Performance Monitoring and Reporting:Define key social media performance indicators (KPIs) and share performance with team members to influence decision making and strategies.Monitor and report on social media efforts to ensure organizational priorities are met across all social channels.Manage Luminis Health’s online reputation by monitoring social media and third party review sites, developing appropriate responses in conjunction with Luminis Health leaders, to actively strengthen reputation and improve public perceptions.Best Practices and Technological Updates:Stay up to date with the latest social media best practices and technologies, implementing them where applicable to align with growth and awareness goals.Develop and present detailed social media analytics reports to stakeholders, offering insights and recommendations for improvement.Influencer and Thought Leader Engagement:Leverage existing and create new Luminis Health social media influencers and thought leaders.Keep a watchful eye on thought leaders within Luminis Health and throughout the industry to keep us connected to relevant happenings, awards, partnerships, recognitions, etc.Manage the Luminis Health Social Media Ambassador Program.Networking:Network with industry professionals and influencers via social media to enhance the health system's reach and engagement.Social Listening and Community Interaction:Oversee social listening to identify trends, opportunities, and relevant issues.Pay specific attention to industry accounts and other health systems or health care organizations within our market for an understanding of the competitive landscape.Facilitate service recovery by addressing comments, complaints, and incidents through appropriate response or triaging to Patient Advocacy and the designated department/leader.Interact with the community on social platforms by addressing positive comments and mentions to promote interaction and brand engagement.Guidelines and Training:Create and maintain social media best practice guidelines and training materials to educate, inform, and guide employees in social media use.Crisis Communication and Special Assignments:Support media, emergency, and crisis communications efforts as necessary.Rotate as a 24-hour on-call media/social media representative.Assume responsibility for special assignments, particularly during crises or special events.Other Duties:Perform other related duties as assigned.Provide cross-coverage for other interdepartmental functions, including communications, media relations, paid social media, design, web, and marketing.

Educational/Experience Requirements:

The minimum level of education and experience for this position includes:

Five years of experience as a social media strategist or in a similar role.Expert knowledge of Facebook, Twitter, LinkedIn, Instagram, X, Threads, TikTok, and other social media best practices.Practical knowledge of SEO and web traffic metrics.Good understanding of social media KPIs.Experience creating and working with content/editorial calendars.Strong writing skills with an understanding of sensitivities surrounding the subject matter.Outstanding written and verbal communication skills with demonstrated ability to communicate effectively with colleagues and strong interpersonal skills.Excellent organizational skills with attention to detail and demonstrated ability to manage multiple projects simultaneously while working effectively under the pressure of last-minute deadlines and changing priorities.Ability to effectively communicate complex and medical/scientific ideas in laypeople’s terms.Initiative and the ability to function effectively, both independently and as a member of a team, with a willingness to assist with routine and last-minute projects.Exceptional judgment and discretion in handling sensitive and confidential issues.A wide degree of creativity and latitude is expected.Healthcare industry knowledge and community knowledge are ideal.Bachelor’s degree in Public Relations, Communications, Journalism, Marketing, or a related field.

Working Conditions, Equipment, Physical Demands:

There is a reasonable expectation that employees in this position will not be exposed to blood-borne pathogens.

Physical Demands -

Light work. Exerting up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently, and/or a negligible amount of force constantly to move objects. If the use of arm and/or leg controls requires exertion of forces greater than that for sedentary work and the worker sits most of the time, the job is rated for light work.

The physical demands and work environment that have been described are representative of those an employee encounters while performing the essential functions of this position. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions in accordance with the Americans with Disabilities Act.

The above job description is an overview of the functions and requirements for this position.  This document is not intended to be an exhaustive list encompassing every duty and requirement of this position; your supervisor may assign other duties as deemed necessary.

Luminis Health Benefits Overview:
• Medical, Dental, and Vision Insurance
• Retirement Plan (with employer match for employees who work more than 1000 hours in a calendar year)
• Paid Time Off
• Tuition Assistance Benefits
• Employee Referral Bonus Program
• Paid Holidays, Disability, and Life/AD&D for full-time employees
• Wellness Programs
• Employee Assistance Programs and more
*Benefit offerings based on employment status