Mental Health Content Strategy Consultant for Facebook, Instagram, Blogs and YouTube

Social Media Manager for Mental Health and Wellness Practice Project Overview We are seeking an experienced, dependable, and creative Social Media Manager to manage the online presence of a growing mental health and wellness practice. The contractor will manage content across Facebook, Instagram, YouTube, and our website blog. The ideal candidate can take existing educational material, videos, practice updates, and ideas and turn them into polished, engaging, professional content that reflects our brand and builds trust with current and prospective patients. This is an ongoing Upwork contract for someone who is organized, responsive, comfortable working independently, and familiar with healthcare, mental health, wellness, or other professional service industries. Primary Responsibilities Facebook and Instagram Management —Develop and maintain a consistent social media content calendar —Create, schedule, and publish posts on Facebook and Instagram —Write clear, engaging captions in a professional and approachable voice —Create branded graphics, carousels, educational posts, announcements, and promotional content —Repurpose blog posts, videos, interviews, and existing materials into social media content —Post practice updates, service information, educational content, community involvement, and event promotions —Use appropriate hashtags, keywords, location tags, and calls to action —Maintain consistent branding across all posts —Monitor comments and messages and identify items requiring the practice’s attention —Respond to general comments when provided with approved response guidelines —Do not provide clinical advice or discuss protected patient information online YouTube Management —Upload and organize short-form and long-form videos —Create clear, compelling video titles and descriptions —Add keywords, tags, thumbnails, playlists, chapters, and calls to action when appropriate —Optimize videos for YouTube search and audience engagement —Repurpose longer videos into YouTube Shorts, Instagram Reels, and Facebook videos —Perform basic video editing, including trimming, captions, transitions, sound adjustments, and branded introductions or endings —Maintain an organized publishing schedule —Monitor basic video performance and recommend content improvements Blog Publishing —Format and publish completed blog articles on the practice website —Add headings, images, internal links, external links, and calls to action —Create search-friendly titles, excerpts, meta descriptions, and URL slugs —Proofread posts for grammar, clarity, formatting, and consistency —Repurpose each blog into social media posts, short videos, or email content when requested —Maintain an organized blog publishing schedule —Ensure posts are visually appealing and easy to read on desktop and mobile devices Content Planning and Repurposing —Develop monthly content themes based on practice services, frequently asked questions, seasonal needs, and community interests —Transform one piece of content into multiple platform-specific posts —Create a balanced content mix that may include education, engagement, encouragement, practice updates, services, events, and community outreach —Identify opportunities to reuse older content in a fresh and relevant way —Maintain a shared content calendar showing topic, platform, format, status, and publication date —Submit content for review and approval before publishing when required Analytics and Reporting —Track basic performance across Facebook, Instagram, YouTube, and the blog —Provide a concise monthly report covering reach, engagement, follower growth, video views, website activity, and top-performing content —Identify which topics and formats perform best —Recommend practical adjustments based on performance —Track completed posts and deliverables for each billing period Expected Deliverables The selected contractor may be responsible for approximately: —Three to five Facebook and Instagram posts per week —Two to four Reels, Shorts, or short-form videos per week, depending on available footage —YouTube video uploads and optimization as content becomes available —One to four blog posts published per month —A monthly content calendar submitted in advance —A monthly performance summary —Ongoing content repurposing across platforms The final workload and deliverables will be confirmed before the contract begins. Required Qualifications —Proven social media management experience —Experience managing Facebook and Instagram business accounts —Experience uploading and optimizing YouTube videos —Experience formatting and publishing website blog posts —Strong written English, grammar, proofreading, and caption-writing skills —Experience using Canva or comparable graphic-design software —Basic short-form video-editing skills —Ability to follow brand guidelines and maintain a consistent voice —Strong organizational and time-management skills —Ability to work independently and meet recurring deadlines —Professional communication and dependable follow-through —Understanding of confidentiality and appropriate boundaries when working with a healthcare organization Preferred Qualifications —Experience managing content for a mental health, healthcare, wellness, medical, or professional-services business —Experience with WordPress, Wix, Squarespace, or a similar website platform —Knowledge of social media and YouTube search optimization —Experience creating Reels, Shorts, carousels, and educational graphics —Experience using scheduling platforms such as Meta Business Suite, Later, Buffer, Hootsuite, or Metricool —Familiarity with Google Drive, Dropbox, Trello, Asana, or similar collaboration tools —Understanding of HIPAA-sensitive marketing and healthcare advertising boundaries —Experience creating content for multiple business locations or geographic markets Brand and Compliance Expectations The contractor must understand that this is a mental health practice and that all content must be accurate, respectful, professional, and appropriate for a healthcare audience. The contractor must: —Never post patient information, images, testimonials, or clinical details without documented authorization —Never provide individualized medical or psychiatric advice through social media —Avoid making guarantees about treatment outcomes —Use only approved claims, services, images, and messaging —Submit potentially sensitive content for approval before publication —Maintain confidentiality regarding the practice, patients, business operations, and unpublished content —Immediately report any accidental disclosure, suspicious message, account-security issue, or inappropriate online interaction Contractor Relationship This is an independent contractor opportunity through Upwork. The contractor will provide their own computer, internet access, software, and workspace unless otherwise agreed. The contractor may generally determine how and when the work is completed, provided that agreed deadlines, publishing schedules, meetings, and deliverables are met. All content, graphics, captions, videos, calendars, templates, account information, and other materials produced for this contract will become the property of the practice upon payment. Hours and Availability We anticipate an initial workload of approximately 10–15 hours per week, with the opportunity for continued or expanded work based on performance and practice needs. The contractor should be available for: —A brief weekly or biweekly planning meeting —Routine communication through Upwork or an approved collaboration platform —Timely revisions and responses during agreed business hours —Occasional time-sensitive announcements or event promotions Compensation Please submit your proposed hourly rate or monthly retainer. Proposals should clearly state: —What is included in your rate —How many posts, videos, and blog uploads you can complete each month —Whether graphic design and video editing are included —Whether you offer social media scheduling and analytics reporting —Any additional software or expenses that would require reimbursement How to Apply Please include the following in your proposal: A brief description of your social media management experience Examples of Facebook and Instagram accounts you have managed Examples of Reels, Shorts, or YouTube videos you have edited or uploaded Examples of blog posts you have formatted or published Your experience with healthcare, mental health, wellness, or professional-service businesses The platforms and software you use Your proposed weekly availability and rate A sample monthly content package you would recommend for this practice Please begin your proposal with the phrase “Mental Health Content” so we know you read the entire posting. Initial Paid Trial The selected candidate may begin with a paid trial project that includes: —Creating a one-week content calendar —Designing three social media posts —Editing one short-form video —Uploading and optimizing one YouTube video —Formatting and publishing one blog post Successful completion of the trial may lead to an ongoing contract. What Success Looks Like The right contractor will help us create a consistent, professional online presence without requiring daily supervision. Success will be measured by dependable publishing, strong content quality, organized workflows, accurate messaging, audience growth, increased engagement, and improved awareness of the practice and its services.