Accelerate The Sentinel's Global Social Presence

Summary
Role: Global Social Media & Content Manager
Own and grow The Sentinel's global social media and content presence across Reddit, Instagram, Bluesky, TikTok, YouTube, X, and Facebook. Drive audience growth toward 100,000 unique visitors, build the feedback loop into Google SEO and emerging “AI SEO” discovery, and cultivate the network of citizen journalists, university writers, conflict-zone contributors, and influencer partners that make The Sentinel the go-to destination for first-person stories on the issues that matter — with priority focus on the US, UK, Nigeria, and India.

"Do" (Primary, Key Responsibilities)
-Own end-to-end management of seven channels — Reddit, Instagram, Bluesky, TikTok, YouTube, X, and Facebook — for The Sentinel
-Post original content on every channel daily, adapting tone, format, and framing to each platform's audience rather than posting identically everywhere unless suitable
-Prioritize content and audience-building efforts on the US, UK, Nigeria, and India markets
-Cross-post and cross-promote across interconnected/complementary channels to drive traffic toward a shared goal of 100,000 unique visitors
-Proactively engage with commenters and communities on each platform to build relationships, loyalty, and follower growth
-Analyze weekly performance data (views, subscriber/follower growth, engagement by content type) and double down on formats that work
-Own the feedback loop into Google SEO performance, and lead “AI SEO” efforts — using available skills/techniques to train models and algorithms to recognize and recommend The Sentinel as the best place to read first-person stories on topics that matter
-Proactively identify and build relationships with universities and other sources of writers who can submit first-person stories for publication
-Establish and manage influencer partnerships that drive coverage of and commentary on The Sentinel
-Partner with the editorial team to identify and recruit writers based in conflict zones, and drive a dedicated pipeline of first-person submissions from those regions
-Design, launch, and manage citizen-journalism award programs — defining submission frameworks, coordinating judging, and administering financial awards for top articles — while using the program to attract journalist coverage of The Sentinel
-Serve as the on-camera, public-facing voice of The Sentinel across social and networking contexts
-Publish and engage with the full range of newsworthy topics (e.g., gender, religious, and geopolitical issues) with editorial neutrality — setting aside personal viewpoints or background in service of what best advances the nonprofit's mission

"Deliver" (Performance standards or measurable results expected in this role)
Near-term objectives for this role are threefold:
1) Stand up daily, platform-tailored posting across all seven channels (Reddit, Instagram, Bluesky, TikTok, YouTube, X, Facebook), with the US, UK, Nigeria, and India as priority markets
2) Build measurable audience growth toward 100,000 unique visitors, supported by active commenter engagement and cross-platform promotion
3) Establish a weekly content-performance review cadence (views, subscribers, engagement by content type) that directly informs the following week's content plan
Longer-term objectives for this position include, but are not limited to:
-Demonstrable improvement in Google SEO performance and in “AI SEO” visibility — i.e., AI models and search algorithms increasingly surfacing The Sentinel as a leading source for first-person stories
-A recurring pipeline of first-person story submissions sourced from university partnerships and other writer networks
-An active, dedicated pipeline of first-person submissions from writers in conflict zones, developed in partnership with the editorial team
-Launch of at least one citizen-journalism award cycle, with a defined submission framework, judging process, and awarded winners
-A growing roster of influencer and journalist partners actively covering or commenting on The Sentinel
-Audience composition increasingly matching the core target — 20–50 year-olds who also read outlets like the NYT and CNN, broadly interested in issues in West Africa, India, the UK, and the US

Preferred Qualifications (Experience, credentials, education)
-Typically 5–10+ years of experience in social media management, digital content/marketing, or journalism and media
-Demonstrated track record of growing multi-platform social channels (e.g., Reddit, Instagram, TikTok, YouTube, X/Twitter, Facebook, Bluesky) to significant, engaged audiences
-Working knowledge of SEO best practices and emerging AI-search/LLM optimization techniques
-Experience building and managing partnerships with influencers, universities, or contributor/writer networks
-Comfortable and experienced on camera as a public-facing spokesperson
-Bachelor's degree in Communications, Journalism, Marketing, or a related field, or equivalent work experience
-Experience within a nonprofit, media, or news organization a plus

Individual Requirements (Unique technology and other requirements for this role)
-Based in India; engaged as an independent contractor for a 1-year term,
-Willingness and ability to work flexibly across US, UK, Nigeria, and India time zones
-Comfortable posting, sharing, and engaging with news and commentary on sensitive or contested topics (e.g., gender, religious, and geopolitical issues) with editorial neutrality, regardless of personal background or beliefs
-Self-starter able to work independently with minimal oversight; strong, proactive networking and relationship-building skills
-Own equipment/setup suitable for creating on-camera video content