The General Manager of New Media at Virginia Tech is a key leadership role responsible for overseeing the development, execution, and optimization of the university’s social media strategies to enhance its digital presence and amplify key messages. This role involves managing the university's social media channels, including planning content, building engagement, and driving traffic to institutional platforms. The General Manager will work closely with communications and marketing teams to ensure that all new media initiatives align with broader university goals, focusing on increasing brand awareness, fostering positive relationships with students, alumni, and stakeholders, and ensuring effective communication across all digital touchpoints. As the head of the New Media team, the General Manager will lead a team of social media specialists and content creators, providing guidance on best practices for digital communication and engagement. The Manager will be responsible for monitoring trends in social media, evaluating analytics, and adapting strategies to improve user engagement and reach. Additionally, the role includes overseeing the creation and management of content calendars, campaigns, and social media initiatives that align with the university’s marketing objectives. The General Manager will also collaborate with other departments to ensure a consistent and unified digital presence across various platforms, from Facebook and Instagram to newer, emerging social media networks. In addition to leading and executing social media strategies, the General Manager of New Media will play a critical role in issues management, responding swiftly and strategically to any crisis situations or negative publicity on digital platforms. The Manager will work cross-functionally with communications, marketing, and public relations teams to address these challenges and protect the reputation of the university. This position is pivotal in shaping Virginia Tech’s online presence, ensuring that the institution remains a leader in digital engagement and continues to foster an inclusive, responsive, and dynamic community online. The General Manager will also be responsible for budgeting, staffing, and resource allocation, ensuring the team’s efforts are efficient and impactful.