Back Social Media Manager

Hardship Level (not applicable for home-based)H (no hardship)

Family Type (not applicable for home-based)

Family

Staff Member / Affiliate TypeCONTR International Junior Level Professional

Target Start Date2024-01-01

Job Posting End DateOctober 29, 2023

Terms of ReferenceIndividual Contractor Position - Social Media Manager
Duration - 01 January until 31 December 2024
Location- London, UNHCR

UNHCR’s Global Communications Service works to lead the narrative on forced displacement, generate empathy and mobilize action within the wider context of the Division of External Relations. The Section’s responsibilities include developing policies and strategies, providing leadership, coordination and training for country-led, thematic and language accounts around the world, and managing UNHCR’s global English social media accounts, which have an aggregate following of more than 12 million people.

Building and engaging our online community requires dedicated, specialized capacity with strong political and editorial judgement, technical multimedia skills and keen audience awareness. A growing area of our work is based around the activities and advocacy of UNHCR’s Goodwill Ambassadors, high profile supporters and social media and digital influencers. This Social Media Manager position is part of the Global Social Media Section, and sits in our London hub alongside the Global Goodwill Ambassador Section. This role devises and executes social media strategy, content production and engagement pertaining to Goodwill Ambassador, high profile supporter and digital influencers.

The role has an advisory function, guiding and coordinating UNHCR’s regional and country-level networks on how to effectively work with high-profile supporters to use their social media channels to amplify UNHCR messages and content, as well as guide content creation on the activities of national Goodwill Ambassadors in support of UNHCR. These supporters communicate in diverse languages and formats.

The incumbent will leverage relationships with social media editors at leading international news and media organizations with the goal of securing external placement of global UNHCR and Goodwill Ambassador social media content.

Under the overall guidance of the Chief, Social Media Section, and reporting to the Senior Social Media Officer in New York, the incumbent will work especially closely with all members of the Goodwill Ambassador Section. They will also work with other Global Communications Service teams as well as UNHCR Regional Bureaux and Operations colleagues around the world. They will also collaborate with Digital Engagement and Private Sector Partnerships teams to leverage social content, platforms, networks and partners in line with supporter-based and fundraising priorities and audiences.

Under the overall supervision of the Senior Social Media Officer based in New York, with a dotted line to the External Relations Officer of the Goodwill Ambassador Section (GWA), the duties of the Social Media Manager are as follows:

Strategy and Planning:
• Support on social media strategy, content production and publication on UNHCR channels and external platforms relating to the activities of UNHCR Goodwill Ambassadors, high profile supporters, digital influencers, celebrities and other talent.

Creative Content Production:
• Write, produce and create compelling platform-specific social media content in English in relation to activities of GWAs, high profile supporters, refugee supporters and digital influencers.
• Develop innovative content projects in collaboration with GWA, Social and other team content producers.
• Script, produce and edit social videos/Reels/TikTok videos in relation to GWAs/high profile supporters.
• Liaise with the Social Video Editor of the Social Media Section and external video editors of the GWA Section for complex video edits, preparing clear creative briefs and schedules.
• Design visuals in relation to GWAs/high profile supporters.
• Support content gathering missions with GWAs/high profile supporters and produce made-for-social content for the global UNHCR accounts as well as GWA/high profile supporter accounts.
• Contribute to UNHCR’s refugee-led storytelling approach by identifying and using opportunities to co-create content with GWAs/high profile supporters.
• Develop customized social media messaging and social packages for GWA/high profile supporter accounts for key UNHCR content, campaigns and big events.
• Identify opportunities in the content creation process that enable adaptation and translation of applicable content into other languages.
• Ensure high-level message and branding consistency in social media content and platforms.
• Contribute to refining UNHCR’s editorial style and voice on social media, working closely with team colleagues.

Teamwork:
• Work closely with GWA officers to ensure all social media plans are fully integrated into wider strategic plans and activities of talent, including field missions, events and campaigns.
• Work collaboratively with Digital Influencer Engagement Manager on digital influencer engagement and communication.
• Collaborate with other members of the Social Media Section in brainstorming and content production.

Analysis and Reporting:
• Collaborate closely with GWA section and Analytics Unit on impact reports and analysis of social media activities in support of UNHCR and/or refugees.
• Provide recommendations on what can be done to improve GWA-related social media content and activities.
• Present weekly analytics on GWA/high profile supporter content as well as social media trends.

Community Management/Audience Development:
• Carrying out regular community management duties e.g. monitoring and responding to comments, analyzing audience sentiment, soliciting feedback - on owned channels as well as on GWA/external partner platforms to drive engagement with existing and new fanbases and target audiences.
• Working to ensure continued growth of audience on UNHCR's five core social media accounts (notably on X, Facebook, Instagram, LinkedIn and TikTok.)

Social Listening / Crisis Communications:
• Monitor ongoing and new crisis communications situations on social media in relation to our Goodwill Ambassadors and other talent with regular listening and community management functions, and proactively assess risk on supporter channels to advise and report upwards.

Internal Communications:
• Keep the Social Media Section and other colleagues as needed updated about GWA-related content plans on both UNHCR and supporter channels and vice versa.
• Distribute social media packages to GWA focal points.

Training:
• Provide capacity-building on social media content creation and publishing to members of the Goodwill Ambassador Section and Bureaux.
• Provide support, advice and training, as needed, through the Goodwill Ambassador Section, to our talent on how they can effectively engage their own social media communities with their UNHCR activities, travel and messages.
• Provide wider guidance to operations and bureaux on how to develop strategies to make the most of high profile supporters and the content we can create with them on social media.
• Integrate UNHCR’s ethical comms framework into our wider work with supporters on social.

Partnerships:
• Support partnerships with social media and digital platforms, particularly for collaborations with regards to GWA/high profile supporter content.
• Coordinate and leverage opportunities together with the Social Media Partnerships focal point in the Social Media Section as well as the Media Officer in the GWA Section.
• Participate in relevant professional meetings and events to build active relationships across the industry; represent the organization externally when required.

4. Qualifications and Experience

a. Education

Undergraduate degree in the fields of public relations, journalism, communications, media, international relations or related.

b. Work Experience

Essential: Minimum three years of social media content production and platform management experience for large social accounts, engaging global audiences with storytelling and made-for-social content.

c. Key Competencies

• Excellent oral and written English - including made-for-social copywriting skills is required
• Experience supporting social strategy across competing priorities for high profile social channels.
• Experience pitching, commissioning, scripting, and editing made-for-social content (social videos and graphics)
• Experience managing freelancers to deliver a creative vision, including videographers, editors, designers etc.
• Experience supporting campaigns for major projects and moments
• Experience working with high profile figures, managers, and partners when pitching, capturing and editing social content for external platforms.
• Project management and high level partnership and stakeholder management experience
• Ability to work to tight deadlines
• Experience using data and insights - including social listening tools and native social media analytics - to drive audience development
• Experience dealing with risk mitigation and crisis communications situations
• Ability to identify relevant or trending news stories and social media conversations which UNHCR and its supporters should join or be aware of

Desired:
• Knowledge of the United Nations or UNHCR, the UN Refugee Agency
• Familiarity with refugees, statelessness and forced displacement issues.
• Familiarity with Adobe Creative Cloud applications, especially Photoshop and Premiere Pro
• Familiarity with other social editing suites, such as Canva and CapCut
• Familiarity with sports, and working with athletes on social content
• Experience of working with celebrity or influencer on social media strategy and content
• Knowledge of how celebrity culture and social justice issues have historically interacted, lifted one another up, and contribute to a higher risk environment.
• A second UN language (Arabic, Chinese, French, Russian, Spanish)

Standard Job Description Associate Social Media Officer Organizational Setting and Work Relationships In line with its Global Communications Strategy, UNHCR requires skilled communications professionals to conceive and execute a range of activities that help us lead the narrative on forced displacement, generate empathy and mobilize action. This body of work spans communications strategy and coordination, news and media relations, multimedia content production, social media engagement, Goodwill Ambassadors and other influencers, public outreach and campaigns, fundraising, analytics and brand. UNHCR¿s Associate Social Media Officers need to cultivate a keen understanding of our target audience ¿ including an up-to-the-minute grasp of the methods and tone of voice that resonate deeply, win trust and spark quality engagement. They must be vigilant about editorial and journalistic standards, attentive to protection concerns and political sensitivities, and focused on communicating successfully with key demographics. These audiences will vary by location, language and platform, among other factors, as well as whether the aim is to inform, advocate or raise funds. Social Media is one of UNHCR's most important channels of public communications and its global accounts are one of the organization¿s leading drivers of public communications, information sharing and engagement, delivering compelling, sharable content to targeted and priority audiences, advancing awareness, advocacy and fundraising objectives. UNHCR's global social media channels have millions of followers worldwide. Expert management of social media ¿ including UNHCR's own global social media accounts ¿ is essential to meeting the objectives of the Global Communications Strategy and UNHCR's broader objectives. The Associate Social Media Officer is part of UNHCR¿s Global Communications Service, within the Social Media Unit, and reports to the Social Media Officer (Video). The Global Social Media Unit manages UNHCR¿s global social media accounts (Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok, Snap, among others). The Unit also provides training strategic and operational support to UNHCR¿s leadership, national account managers and regional bureaux. All UNHCR staff members are accountable to perform their duties as reflected in their job description. They do so within their delegated authorities, in line with the regulatory framework of UNHCR which includes the UN Charter, UN Staff Regulations and Rules, UNHCR Policies and Administrative Instructions as well as relevant accountability frameworks. In addition, staff members are required to discharge their responsibilities in a manner consistent with the core, functional, cross-functional and managerial competencies and UNHCR¿s core values of professionalism, integrity and respect for diversity. Duties The Associate Social Media Officer will bring dedicated, specialized capacity with strong political and editorial judgement, technical multimedia skills and keen audience awareness, with a particular focus on three areas: (1) social video content production, (2) social media planning, strategy and content creation around reports, events and initiatives, and (3) paid social. Under the supervision of the Social Media Officer (Video), the Associate Social Media Officer will work on the following: - Production of multimedia content for the global English UNHCR Facebook, Twitter, Instagram, TikTok and LinkedIn accounts. - Publication of content and messaging on UNHCR social media accounts. - Supporting the Social Media Video Producer by submitting creative ideas for social videos especially on news issues, drafting social video scripts for her review, providing timely feedback, and editing/production support as needed. - Leading on the Social Media Unit¿s strategy for paid social, advertising and boosting of organic content, in close collaboration with the Digital Engagement team. - Sourcing and receiving content from country operations and field officers for potential use on the global accounts. - Contribute to the management of the editorial calendar and actively share information on internal collaboration tools, with the ongoing aim of strengthening inter-organization coordination, internal communications and workflow. - Update other language account managers as required about new / upcoming content and social media campaigns. - Identify photos from UNHCR¿s Refugees Media library and archives which can be used on the social accounts. - Community Management ¿ listen to and identify conversations on social media around global issues related to UNHCR's mandate and make recommendations on keeping the digital community engaged in interactive and meaningful ways. - Develop and support social media campaigns, including those involving goodwill ambassadors and other social media influencers. - Ensure alignment with UNHCR¿s global branding and messaging. - Support the implementation of social media communications strategies for countries, situations and special projects; identify thematic priorities and target audiences to meet UNHCR¿s global communications objectives. - Monitor news and popular trends to insert UNHCR¿s messaging into ongoing conversations on social media; identify key moments for proactive communications. - Contribute to the development of news-driven and authoritative content to lead the narrative on forced displacement and show UNHCR¿s impact, create emotive storytelling to generate empathy and mobilize action by signposting concrete steps people can take to help refugees. - Support the supervisor in ensuring content created reaches maximum impact by developing strategies for distribution from the outset, boosting the visibility of our content on relevant UNHCR channels and placing it on external channels. - Closely monitor the implementation of communications projects and adjust accordingly. Benchmark the results of communications projects against set success indicators; build on communications successes. - Continually maintain and upgrade communications skills, keeping abreast of emerging social media platforms and tools, and systematically reviewing social media impact results and other measurement tools for learning purposes. - Perform other related duties as required. Minimum Qualifications Education & Professional Work Experience Years of Experience / Degree Level For P2/NOB - 3 years relevant experience with Undergraduate degree; or 2 years relevant experience with Graduate degree; or 1 year relevant experience with Doctorate degree Field(s) of Education Journalism; International Relations; Political Science; Communications; Public Information; Media Film / Video; or other relevant field. (Field(s) of Education marked with an asterisk* are essential) Certificates and/or Licenses Not specified (Certificates and Licenses marked with an asterisk* are essential) Relevant Job Experience Essential Minimum 2 years of professional experience in journalism and/or communications, mainly at international level. Experience managing social media accounts for an international brand or organization with over one million followers, working as part of a geographically diverse team (across time-zones). Experience writing scripts for and producing social videos for Facebook, Instagram, Twitter, TikTok and LinkedIn. Experience working on advocacy campaigns. Experience with brand management. Experience with measurement and evaluation, especially providing analysis of social media coverage, engagement, trending conversations, etc. Desirable Experience reporting, writing, editing for magazines, newspapers and websites. Experience using digital asset management systems. Experience with digital analytics and performance reporting. Experience working with goodwill ambassadors and other high-profile influencers. Active personal social media presence. Functional Skills CO-Digital content production CO-Drafting and Documentation CO-Editing CO-International Media Contacts CO-Journalism (incl. print, broadcast, photography, video, layout & graphics) CO-Preparation of key messages/talking points/speeches CO-Public Speaking CO-Spokesperson skills CO-Video production for digital platforms (including news organizations) IT-Web Content Management (Functional Skills marked with an asterisk* are essential) Language Requirements For International Professional and Field Service jobs: Knowledge of English and UN working language of the duty station if not English. For National Professional jobs: Knowledge of English and UN working language of the duty station if not English and local language. For General Service jobs: Knowledge of English and/or UN working language of the duty station if not English. ¿ All UNHCR workforce members must individually and collectively, contribute towards a working environment where each person feels safe, and empowered to perform their duties. This includes by demonstrating no tolerance for sexual exploitation and abuse, harassment including sexual harassment, sexism, gender inequality, discrimination and abuse of power. As individuals and as managers, all must be proactive in preventing and responding to inappropriate conduct, support ongoing dialogue on these matters and speaking up and seeking guidance and support from relevant UNHCR resources when these issues arise. This is a Standard Job Description for all UNHCR jobs with this job title and grade level. The Operational Context may contain additional essential and/or desirable qualifications relating to the specific operation and/or position. Any such requirements are incorporated by reference in this Job Description and will be considered for the screening, shortlisting and selection of candidates.

Required Languages

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Desired Languages

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Additional Qualifications

SkillsCO-Digital content production, CO-Drafting and Documentation, CO-Editing, CO-International Media Contacts, CO-Journalism (incl. print, broadcast, photography, video, layout & graphics), CO-Preparation of key messages/talking points/speeches, CO-Public Speaking, CO-Spokesperson skills, CO-Video production for digital platforms (including news organizations), IT-Web Content Management

EducationBachelor of Arts (BA): Audio-visual techniques and media production, Bachelor of Arts (BA): Communication, Bachelor of Arts (BA): International Relations, Bachelor of Arts (BA): Journalism, Bachelor of Arts (BA): Political Science, Bachelor of Arts (BA): Public Information

Certifications

Work Experience

Other informationThis position requires Functional Clearance