Social Media & Content Specialist

Description

The Social Media & Content Specialist is responsible for owning and executing PLK Communities' social media strategy

across all channels. This role plays a key part in elevating the company's digital presence and supporting both corporate

and property-level content efforts. From developing creative campaigns to capturing engaging photo and video content

in the field, this person is the driving force behind PLK's voice, style, and online engagement.

This individual must be passionate about social media trends, highly creative, and exceptionally fast-paced. While this

role does not directly manage other employees, it serves as a subject matter expert and support system for on-site

teams across 40+ Facebook and nearly 30 Instagram accounts, and it plays a direct role in expanding PLK's presence

on LinkedIn and other emerging platforms. The right candidate will thrive in a collaborative environment, be confident

behind the camera, and excited about shaping PLK's regional and national reputation as a trendsetting brand.

Responsible For

• Developing, scheduling, and posting all content across PLK corporate social platforms including Facebook, Instagram,
  
  

LinkedIn, and others as applicable.

• Managing all aspects of the Meta Business Suite for 40+ Facebook and nearly 30 Instagram accounts, ensuring
  
  

content is optimized and on-brand across the portfolio.

• Leading the creation, strategy, and execution of organic social media campaigns with measurable goals, timelines, and
  
  

defined KPIs.

• Proactively identifying trends and viral opportunities to keep PLK at the forefront of multifamily, lifestyle, and regional
  
  

brand relevance.

• Attending and capturing real-time content at events (including occasional evening/weekend hours) for resident
  
  

experiences, community openings, and marketing activations.

• Supporting on-site teams by providing guidance, training, and best practices for capturing and posting their own
  
  

content.

• Fully owning social media execution for all new lease-up communities during the construction and pre-opening phases.
• Collaborating with the Digital Media Specialist to review performance analytics, evaluate campaign effectiveness, and
  
  

evolve strategy accordingly.

• Providing light content support for F&B entities under PLK's umbrella (e.g., Aces Pickleball Bar + Grill and The
  
  

Gatherall), including content capturing and occasional newsletter contribution.

• Coordinating social media scheduling and content calendars in collaboration with the broader Marketing team.
• Creating reels, stories, and posts that blend thoughtful storytelling with high-impact visuals to increase reach,
  
  

engagement, and brand loyalty.

• Working with the Vice President of Marketing and Brand to align messaging across channels and support broader
  
  

campaign initiatives.

Training & Collaboration

• Acting as the point person for on-site teams with questions or needs related to social content, Meta Business Suite
  
  

access, or general strategy.

• Conducting recurring training and development for on-site teams on social best practices, trends, content creation
  
  

techniques, and posting expectations.

• Maintaining up-to-date documentation and training materials on social tools and systems.
  
  

PLK COMMUNITIES

Social Media & Content Specialist

• Ensuring on-site teams are responding to direct messages (DMs) on social platforms in a timely, professional, and
  
  

brand-appropriate manner.

Photo, Video, and Visual Production

• Capturing high-quality photo and video content for use on social, web, and digital platforms.
• Editing and producing content optimized for social engagement, including Instagram Reels, Facebook Stories, and
  
  

LinkedIn posts.

• Leveraging professional camera equipment (if available) or mobile devices effectively to ensure content is polished and
  
  

aligned with brand aesthetics.

• Working with the Graphic Designer and Digital Media Specialist to ensure content is visually consistent and compelling.
  
  

Other Requirements

• Must be regular and predictable in attendance.
• Must be able to work in a cooperative, respectful, and professional manner with colleagues, on-site teams, and
  
  

external partners.

• Must be highly motivated, organized, and capable of managing multiple content projects simultaneously.
• Must work efficiently and effectively under deadlines and productivity standards.
• Perform other related duties as required and follow all Company Policies and Rules.
  
  

Physical Demands

• Ability to interpret, evaluate, and communicate detailed written or verbal instructions quickly and clearly.
• Ability to express or exchange ideas through both spoken and written communication.
• Ability to lift, push, pull, or carry up to 25 pounds for transporting camera gear, promotional materials, or marketing
  
  

supplies.

Working

Working Environment

• Office environment with regular on-site property visits and off-site event attendance required.
• Flexible work environment, with the ability to work remotely up to one day per week, based on performance and
  
  

department needs.

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