Principal Social Media Community Manager

Role Overview

• Lead day-to-day engagement across major and emerging social platforms, fostering authentic, empathetic interactions with customers, community members, creators, and advocates while representing the brand with sound judgment.
• Develop and maintain community guidelines and engagement best practices.
• Partner with Marketing and Communications, Customer, Energy Delivery, Legal, and other teams to surface feedback, address concerns, and support crisis monitoring and response.
• Provide strategic communication guidance to internal partners.
• Serve in an emergency on-call rotation to respond to operational and reputations crises.
• Monitor conversations, sentiment, and trends related to PG&E, its work, and the broader industry.
• Identify opportunities for meaningful participation and elevate emerging issues early.
• Create and contribute to engaging social content—including shortform video and real-time storytelling—grounded in community insights, user-generated content, and platform culture.
• Support and execute PG&E’s organic social strategy by collaborating with communications, marketing, growth, and product partners to plan, write, schedule, and publish content across platforms.
• Adapt tone, voice, and engagement style to fit platform norms while ensuring responsible moderation and consistent representation of the brand.
• Track, analyze, and report on engagement, sentiment, and performance metrics. Use insights from analytics and listening tools to refine strategy, inform editorial decisions, and guide colleagues.
• Serve as an internal advocate for the brand and the role of social media. Support PG&E’s corporate narrative, advise colleagues on social media best practices, and contribute to training and enablement resources.

Requirements

• Bachelor’s degree in Communications, Journalism, Public Relations, or a related field or equivalent work experience
• 10 years of related work experience to include social media in a corporate setting
• Valid driver’s license with clean driving record
• Deep knowledge of social media in a corporate setting, online behaviors, and digital trends
• Strong understanding of paid social, influencer marketing, executive social, user-generated, and employee-generated content, and emerging formats
• Experience with social media management tools (e.g., Sprout Social)
• Strong analytical skills and experience with social listening/monitoring platforms (e.g., Quid, Brandwatch, Talkwalker)
• High business acumen, curiosity, and problem-solving mindset
• Excellent interpersonal skills: able to build trust and collaborate across diverse teams
• Excellent writing and editing skills (journalistic or AP style), with strong attention to detail
• Proficiency in social content creation and understanding of content quality
• Strong prioritization and organization skills; ability to balance urgent and non-urgent work
• Flexibility and ability to pivot quickly
• Ability to write quickly, clearly, and accurately under tight deadlines
• Ability to absorb complex information, identify patterns, and simplify for others
• Experience building social media strategies and programs
• Experience in energy, utilities, infrastructure, or regulated industries
• Fluency in another language, especially Spanish
• Experience creating news style content (images, video, infographics, audio)
• Familiarity with traditional media
• Working knowledge of photo editing software

Benefits

• PG&E’s discretionary incentive compensation programs