Communications Associate II - Job Code #4072

Sarasota County Government
Job Description

Communications Associate II (Working Title: Social Media Coordinator/Webmaster):   This position is responsible for planning, developing, coordinating and implementing the day-to-day digital communication strategies for Sarasota County Government’s web and social media platforms. This includes developing digital content for internal communications, external and internal web content and social media channels. A high degree of initiative and creative is required for this position. This position works closely with the Access Sarasota (TV/video production), Project Coordination, Design groups’ supervisors and reports directly to the Communications manager.


Social Media Management

Responsible for ensuring the county’s social media platforms content is current, consistent with established policy and plans. Serve as the primary point person for; copy-writing, editing, proofing and posting organic content on the county’s main social media platforms. Measures county’s social media analytics and effectively translates the data into actionable insights to constantly drive engagement. Coordinates with department social media managers for cross-promotion, cross-platform opportunities and provides training.

Content/Campaign Strategies/Plans Implementation 

  • Creates, curates and publishes relevant, high-quality and original content on the county’s primary social media accounts.
  • Monitors, listens and responds to social media users in a timely manner using direct messages and comments in a “social” way while ensures a high-level of customer service. Reports notable threats to management.
  • Develops social media campaigns, strategies and publishing schedules for the county’s main social media platforms that are in line with the organization’s vision, mission, values and goals. Upon management’s approval, implements social media campaigns and strategies.
  • Coordinating with department liaisons to develop and implement annual and project-specific social media strategies, plans and editorial calendars.
  • Oversees social media design (covers, profile pics, thumbnails, banners, etc.) and works with Communications team to develop graphics to support social media campaigns.

Analytics and Reports 

  • Monitors and analyzes accounts’ overall performance and specific campaigns.
  • Create analytics reports, translating anecdotal or qualitative data into recommendations and plans for revising strategies to improve overall engagement.
  • Maintains and updates the county’s social media policy regularly.
  • Reviews all proposals for new social media accounts; if approved, works with department to develop and archive new accounts.


  • Develops social media training curriculum, provides newcomer and refresher training for all authorized social media users. Provides technical assistance to authorized social media users.
  • Participates in training as necessary or prescribed to stay up-to-date on social media skills, trends, strategies and tools. Evaluates emerging technologies and provides perspective for adoption when appropriate.


Responsible for monitoring and ensuring the county’s website’s content is current, consistent with established style guides and functions properly using a cloud-based content management system. Serves as the primary point person for; user training, writing, editing and proofing content, troubleshooting the site including content and links making corrections directly or coordinating with department content owners to do such. Provides analytics to support enterprise metrics. Trains departmental content owners on how to maintain their site content. Plans for future enhancements to the website by staying current with software and processes that can improve the success of the county’s web presence.

Site maintenance

  Responsible for the design and function of the county’s website.

  • Responsible for creating annual plans for county’s external and internal websites.
  • Coordinates with departmental content owners to review and publish content.
  • Regularly checks the site to ensure it is ADA compliance.
  • Identifies and fixes broken links.
  • Develops and provides templates to ensure a consistent look throughout all web properties.
  • Create graphics for website enhancement.
  • Replies to user emails (to include webmaster email), work orders and queries in a timely manner.
  • As directed, manages access rights for the different users on website.
  • Creates and maintains references, training and help documents for use by departmental content owners. These materials are to be deployed via the Communications Enet portal.
  • Coordinates with software vendors, EIT staff and internal customers to proactively review, maintain and improve the site function.
  • Creates SOP’s for site tasks.
  • Researches and reviews other CMS-generated sites to stay knowledgeable of trends and approaches to site functions and design. Reports back to management with opportunities and proposals to improve the website.
  • Networks with other webmasters for expanded knowledge of trends and best practices using similar platforms.
  • Works with vendors and designated team members to refresh website’s design and function as directed and per the contracted plan.


  • Monitors and analyzes site performance.
  • Utilizes analytics to determine necessary adjustments to the website to improve functionality and user experience.
  • Creates analytics reports to support department metrics, fulfill department requests and forecast needed adjustments to the site.


  • Responsible for the training of departmental web content owners in the site’s software platform, ADA compliance needs and general site processes.
  • Creates training handouts for all training topics.
  • Schedules training sessions through the county’s training system.
  • Schedules and trains one-on-one for key individuals when requested.


Minimum Qualifications:   A Bachelor’s Degree from an accredited college or university in Communications, Journalism, Public Relations, Media Relations, Mass Communications, Website Design, Social Media Marketing or related field with five (5) years of related experience. – OR– A Master’s Degree from an accredited college or university in one of the above fields with three (3) or more years of related experience.  Related professional experience may substitute for the required education.  

Preferred Qualification:  Professional accreditation and/or certification in related career fields are preferred.

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