The manager produces social-first captions and graphic, photographic, and short-form video content; identifies and coordinates content opportunities across the university; supports decentralized social accounts and the Content Creator Program; monitors conversations, sentiment, trends, and emerging issues; and uses analytics to improve reach, engagement, and meaningful audience response. The Division of Strategic Communications bears primary responsibility for maintaining and safeguarding the university's public image through strategic marketing, public relations, media relations, news services, publications, executive messaging, digital communications and social media, and crisis and emergency communications.