Manages the intersection of social media and public relations to drive earned media coverage and brand visibility. Develops social media content strategies that attract organic media coverage and journalist attention. Builds and maintains relationships with journalists, bloggers, and media professionals on Twitter and LinkedIn. Creates social media-friendly press materials including quote cards, story pitches, and media kits. Monitors media coverage and social media news cycles to identify brand newsjacking opportunities. Coordinates branded social media campaigns that generate editorial coverage and industry discussion. Manages social media impact analysis for PR campaigns measuring reach, sentiment, and media impressions. Develops thought leadership content for brand executives published on LinkedIn and Twitter. Collaborates with the PR agency on social media amplification strategies for press releases and news. Tracks share of earned media generated through social media campaigns and influencer PR initiatives. Reports earned media performance, PR campaign social impact, and media relationship insights to leadership.