Job Description

Manager, Social Media

Job Details



Job Location

AAPA HQ or Remote – Alexandria, VA

Remote Type

Fully Remote

Position Type

Full Time

Education Level

4 year degree preferred

Travel Percentage


Job Shift


About this Role

Reporting to the Director of Social Media in the Communications Department, the Social Media Manager helps to drive growth and increase awareness in order to advance the understanding and recognition of the PA profession. They will use AAPA’s social channels to serve existing social audiences and meet members where they are in order to build community and demonstrate the value of membership. They will also use these platforms to reach new external audiences and AAPA’s vast array of stakeholders and community leaders to raise the relevancy of the PA profession. The Social Media Manager is responsible for managing the day-to-day production and scheduling of social copy on all social platforms and will support and execute a comprehensive organic and paid social media strategy. They collaborate with teams across the organization to strategically identify opportunities that are appropriate for AAPA social channels, and create clear and accurate copy that has a consistent voice/tone and is reflective of AAPA’s voice and strategic goals that distinguish it as a business. The Social Media Manager will strategically engage AAPA’s social channels in order to retain members, increase engagement, and raise awareness with AAPA’s various stakeholder communities (members, patients, partners, other healthcare and medical organizations, legislators/regulators, etc) to foster positive customer behavior. They monitor performance and continually test and adjust for optimization.


  • Executes on social media strategy in coordination with the Director of Social Media for communications efforts, marketing campaigns, and social requests across the organization.
  • Identifies opportunities for AAPA to grow channels with new, external audiences and engage with these audiences on social media.
  • Manages the day-to-day operations of AAPA’s social media channels; manages social media calendar, schedules social media posts;
  • Provides ongoing reports on social media performance, including monthly metrics report
  • Generates, edits, posts, and shares engaging content daily (e.g. original text, photos, videos, and news) for AAPA.
  • Plans, writes, and copy edits social content to support communications efforts, marketing campaigns, special projects, and sponsored content.
  • Provides customer support, responds to inquiries, and works with appropriate internal department to ensure social audience receives accurate and timely information.
  • Produces creative assets to support internal communications social campaigns that align with AAPA’s content strategy.
  • Assists with social media strategy, supports, and implements social media tactics including live coverage around Annual Conference, PA Week, and other company-wide initiatives as needed.
  • Tracks, analyzes, and reports social media metrics for AAPA channels to determine key performance indicators, especially related to how social media is meeting organizational goals. Presents findings and provides strategy recommendations to internal stakeholders. Monitors progress, measures, and reports performance of all channels for marketing campaigns; adjusts campaigns based on social performance.
  • Identifies potential partnerships with social media influencers – both individuals and groups; conducts outreach to foster positive relationships via social media and build AAPA’s network of partners and potential partners.
  • Designs graphics and edits images for Communications team or for social channels as needed.
  • Presents relevant updates at bimonthly Editorial Advisory Team meetings.
  • Provides innovative ideas for campaigns and initiatives based on best practices.
  • Stays current on latest social media trends, tools, platforms, and best practices.
  • Manages schedule for weekend social media monitoring.
  • Other duties as assigned.

About the Communications Team

AAPA’s Communications Team includes seven professionals dedicated to providing timely, engaging, and accurate information to PAs and other stakeholders important to the profession, including the media. Communications collaborates with all departments within AAPA to help advance organizational goals through the planning and execution of internal and external communications strategies and tactics, while at the same time raising visibility and awareness of the profession. The team develops organization-wide messaging, which is integrated in executive speeches, presentations, and talking points; maintains AAPA’s Editorial Style Guide; leads the organizations content strategy; and oversees AAPA’s social media channels. The Communications Team’s core values include being adaptable, collaborative, creative, responsive, and kind.


  • Bachelor’s degree in communications, public relations, journalism, marketing, or a related field.
  • 3-5 years of experience coordinating social media, communications, marketing, writing, and editing for an organization or entity.
  • Excellent writer and editor who meticulously checks content for errors and possesses an impeccable eye for detail in identifying inaccuracies.
  • Professional experience using Facebook, LinkedIn, Twitter, and Instagram on behalf of an organization or entity.
  • Ability to juggle multiple projects and keep track of deadlines.
  • Energetic, proactive, takes initiative, innovative and creative, and collaborative team member.
  • Autodidactic – willing to independently learn new tools and skills, and work independently with limited oversight
  • Knowledge of public health or healthcare field a plus.
  • REMOTE – Must be willing to travel occassionally to AAPA’s HQ in Alexandria, VA, as well as to AAPA’s annual conference each May.
  • HOURS – Position is eligible to operate remotely from the contiguous United States, but must work AAPA’s regular EST business hours. Occasional night/weekend work required due to the nature of the role.


  • Professional experience with design software such as Photoshop or Canva required, along with a strong interest in graphic design.
  • Professional experience with social media scheduling platforms such as Hootsuite Enterprise and Later.
  • Professional experience pulling metrics on behalf of an organization or entity.
  • Professional experience with content management systems such as WordPress.
  • Professional experience with project management and collaboration software, including Basecamp, SharePoint, Microsoft Teams, Zoom, etc preferred.

The American Academy of PAs is an Equal Opportunity Employer and considers all qualified applicants without regard to color, religion, sex, sexual orientation, gender identity, national origin, veteran status, disability and any other classification protected by law.


Due to considerations regarding COVID-19, AAPA has been operating remotely since March 2020 and now offers both hybrid and fully remote work arrangements to staff. Applicants to both hybrid and fully-remote positions should be willing to work standard AAPA business hours (EST) and occasionally travel on-site, as well as to annual conference. The position is eligible to be remote from anywhere in the contiguous United States.

AAPA requires proof of COVID vaccination (initial series) for all staff or submission of an accommodation request form for those who wish to request exemption. Requests for exemptions will be evaluated on a case-by-case basis.