Who we are
Detroit PBS is Michigan’s largest and most-watched public television station serving Southeastern Michigan and serves the most diverse public television audience in the country. Detroit PBS is also the state’s only community-licensed station, meaning it operates independent of any educational, government or other institution. Its funding comes from the community it serves.
Each week more than two million people watch our five broadcast channels, and nearly 200,000 people listen to our radio station, 90.9 WRCJ for classical days and jazzy nights. In addition, Detroit PBS is building the next generation of public media with our rapidly growing digital presence, which has grown to reach more than half a million unique visitors through our website, YouTube channels, and social media platforms each month.
Our core values: excellence, innovation, trust, diversity, engagement and financial sustainability are evident in everything we do. From the engaging content we provide to the way we work with viewers, supporters, board members and employees, to the local events we host, Detroit PBS connects with thousands of our fellow community members each year.
For more information about Detroit PBS, please visit the website https://www.detroitpbs.org/.
The Opportunity
We are actively seeking dynamic and diverse team member to join us in the role of Social Media Specialist in Wixom, MI, in a hybrid work structure.
The Social Media Specialist is responsible for executing and advancing Detroit PBS and 90.9 WRCJ’s audience engagement efforts across all Detroit Public Media-owned social platforms. This role blends hands-on content creation, daily publishing, community engagement, analytics, and cross-departmental collaboration to grow reach, deepen engagement, and support organizational priorities including journalism, education, culture, and fundraising.
Essential Functions
Social Media Strategy & Execution
- Develop and execute social media strategies for Detroit PBS, 90.9 WRCJ, and special initiatives across platforms including Facebook, Instagram, YouTube, LinkedIn, TikTok, X/Twitter, Threads, and emerging platforms.
- Plan, create, and publish daily organic and paid social media content aligned with station priorities, national PBS programming, and local initiatives.
- Create and publish platform-native digital video content, with a focus on short-form and vertical formats optimized for TikTok, Instagram Reels, YouTube Shorts, and other social-first environments.
- Develop platform-appropriate copy and visual assets (graphics and photography), optimizing for audience behavior, accessibility, and platform algorithms.
- Contribute to the development and maintenance of content calendars in coordination with marketing, digital, content, and membership teams.
Audience Engagement & Community Management
- Maintain active, responsive dialogue with audiences through comments, messages, groups, and livestreams.
- Moderate conversations in accordance with Detroit PBS/90.9 WRCJ social media policies, escalating issues internally as needed.
- Support and produce livestream events, including moderation guides with key messages, engagement prompts, and resources.
- Strengthen audience relationships through thoughtful engagement, social listening, and participation in virtual discussions.
Analytics, Reporting & Optimization
- Track, analyze, and report on social media performance using native platform analytics and third-party tools (e.g., Sprout Social).
- Develop regular performance reports highlighting KPIs, trends, insights, and opportunities.
- Use data and audience insights to inform content optimization, testing, and ongoing strategy refinement.
- Support proof-of-performance and campaign reporting for initiatives, events, and fundraising efforts.
Collaboration & Organizational Support
- Work closely with Content, Marketing, Digital, Membership, and Community Engagement teams to support multiplatform campaigns and storytelling initiatives.
- Partner with Membership and Development teams to support fundraising and audience conversion efforts through social channels.
- Produce social media toolkits and shareable assets for internal stakeholders and external partners.
- Stay informed on industry trends, emerging platforms, and evolving best practices in social media, audience engagement, and digital storytelling.
Why This Role Matters
The Social Media Specialist ensures Detroit PBS and 90.9 WRCJ remain visible, relevant, and trusted where audiences increasingly discover and engage with content. By translating journalism, education, and culture into platform-native social and digital video experiences, this role strengthens audience connection, drives engagement, and supports long-term sustainability by moving audiences from awareness to deeper participation and support.
Skills
- Content Creation: Ability to produce social-first content, including short-form video, copy, and on-brand graphics using Adobe Photoshop and/or Canva
- Platform & Analytics: Experience managing content across major platforms and using data to inform performance and strategy
- Engagement & Communication: Strong communication skills with experience managing public-facing interactions and building audience relationships
- Organization & Collaboration: Ability to manage multiple priorities, work cross-functionally, and execute with attention to detail
- Tools & Technical Skills: Experience with platforms such as Sprout Social, Teamwork, and Airtable to manage publishing, workflows, and reporting
- Adaptability & Mission Alignment: Awareness of emerging trends and a strong interest in public media, storytelling, and community impact
Qualifications
- Bachelor’s Degree in Journalism, Communications, English or similar field - or comparable experience.
- 3 years of communications, journalism, public relations, marketing or related experience.
Physical Demands
- Individual must be able to type, and sit behind a desk for extended periods of time.
- Individual must have transportation and/or be able to drive locally to various events/meetings.
What you’ll get
- Experience the rewarding feeling of knowing you’re part of an organization committed to the greater good of the community.
- Enjoy a flexible work environment with a hybrid in-person and work from home model.
- Continue to grow and learn through opportunities for personal and professional development.
- Share your input, knowing that your ideas are valued and always welcome.
- Be yourself! We believe your uniqueness makes you an even greater asset to the team.
