Job description. Marketing and Communications. 1. Purpose of the job

Transcription

1 Job description Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: Social Media Manager Marketing and Communications Digital Media Southwater, HQ Head of Digital Media Social Media Officer MS3 1. Purpose of the job Create and execute world class content, community management and social media channel strategies to help the RSPCA engage more people in learning about, rescuing and promoting awareness about animals. The Social Media Manager will help take the RSPCA brand to new supporters via new channels, enhanced content and engaging campaigns. Setting organic and paid media strategies across established and emerging social media channels that are relevant to the RSPCA s mission to prevent cruelty, promote kindness to and alleviate suffering of all animals. 2. Dimensions Work on integrated and stand alone social media campaigns, producing content, engaging supporters and promoting posts, for brand awareness, income generation and animal welfare advice and services. Develop channel strategies for existing and new social media platforms for promoting the RSPCA. Manage the Social Media Officer and work with the digital media team to deliver social media activity that supports SEO, marketing, digital PR and crisis management. Develop our social customer service standards, working with Supporter Services, Enquiry and Advice and National Call Centre teams to align customer service principles. Support and advise specific directorates, including the Campaigns, Press, Fundraising and Enterprise divisions on how to optimise content for social channels and engage supporters. Provide advice and direction to animal centres and branches, and monitor all RSPCA branded Facebook and Twitter accounts to ensure they fit RSPCA standards. Analyse market data and research trends to identify growth opportunities. Evaluate, document and share lessons learnt.

2 3. Principal Accountabilities Strategy Help us become the number one social destination for animal advice and knowledge and build a strong relationship with our supporters and animal lovers. Develop and implement strategies for using social media for brand awareness, campaign action and income generation. Ensure social activity is developed as an integrated part of all relevant marketing campaigns. Lead implementation of social media channel strategies for existing profiles including Facebook, Twitter, Instagram, YouTube, Pinterest, Google+ and LinkedIn, and for relevant new social media channels. Lead the social content strategy, establishing standards for imagery, text and film to be published on social media, with responsibility for ensuring the social content calendar provides our audiences with relevant and engaging material. Set strategy for advertising on social channels, overseeing implementation by the Digital Marketing Officer, Social Media Officer and external partners as required. Support and develop our SEO strategy, by promoting content across social media, optimising all channels for search and identifying influential people and profiles to engage with. Work with Press team to develop and deliver the organisation s digital PR strategy. Develop standards, advice and guidelines for RSPCA branches using social media, regularly reviewing any profiles using the RSPCA brand and providing analysis and recommendations to branches on how they can be improved. Develop relationships with frontline RSPCA staff, inspectors, rehoming managers, vets, volunteers and others, to generate content that showcases the personalities, perspectives and expertise of our organisation. Establish relationships with our enterprise, corporate and academic partners, and identify celebrities, brands and other influencers we could partner with to promote our messages across social media. Inform the development of an organisational customer relationship management strategy and CRM system development with insight on best-practice social CRM. Ensure all our social media activity complies with data protection best practice. Maintain and develop existing social media guidelines and staff training where appropriate. Communicate trends in social media to other parts of the organisation and demonstrate best practice in social media marketing to divisions across the RSPCA, inspiring change and advocacy. Recruit and manage relationships with external partners for design, advertising, strategy and analysis projects.

3 Content Develop content that represents all parts of our multi-faceted organisations and helps us raise awareness of major animal welfare issues, educate animal owners, promote our corporate partnerships, advertise RSPCA products, engage volunteers and boost fundraising donations and revenue. Manage requests from press, fundraising, campaigns, inspectorate, enterprise and other departments to create a coherent calendar of social media marketing that engages and inspires our audience. Produce amazing content including film, images and copy, taking ownership of the creative used in order to drive quality, consistency and best practice in user experience. Provide content to branches and partners using the RSPCA brand, to be shared on their social media channels. Ensure the Society s social media users adhere to the Social Media Code of Conduct and provide accurate and timely content. Community Management Engage our followers with best-in-class customer service and build relationships with communities of interest to convert them to take action for us. Oversee daily management of social channels in order to build relationships with new and existing supporters. Research and build up a solid understanding of our social followers, profiling our audiences and conducting customer surveys to find out what makes our supporters tick and involve them in our campaigns. Work closely with the Enquiries and Advice and Supporter Services teams to address customer issues effectively across our channels. Identify opportunities to foster deeper engagement with core supporters and ambassadors who are key to upholding the brand and reputation of the organisation. Recruit and maintain new communities of interest via relevant social channels. Increase reach and engagement across various social platforms. Moderate and defend the organisation via social media channels, dealing with complaints and press-related enquiries in a timely and sensitive manner. Identify opportunities to utilise social media to proactively diffuse potential damaging PR incidents and build brand trust. Escalate potential PR incidents where there is risk of potential damage to the brand via social communications identified. Work with press and inspectorate staff to qualify certain content raised via social channels and ensure the correct messaging is portrayed with regard to individual cases. Analysis and reporting

4 Carry out competitor analysis against other commercial and non-profit organisations, using learnings to make improvements to RSPCA social communications. Procure relevant tools for managing and evaluating social media activity. Develop tracking, reporting and evaluation standards to ensure we are testing new ideas, learning from actions taken and constantly iterating and improving. Evaluate all content that has been produced and prove your content delivers against targets set. Ensure that all activity aligns with RSPCA strategic priorities, is relevant, on brand, on message and reflects the Society s values and behaviours. While at work all staff are required to take care of their own health and safety and that of others who may be affected by their acts and omissions. co-operate with Society policies and procedures for health and safety occasionally work some weekend and evening hours where required by role in e 4. Knowledge, skill and experience Please refer to the attached person specification (Appendix A). 5. Organisation 6. Job Context The post holder will work within the digital media team to ensure the social media requirements of marketing projects and service requests are met. Work is developed through the Head of Digital Media and through regular strategy reviews with the Fundraising and Campaigns teams. The post holder will also be expected to work closely with other members of the digital media team. The job will have minimal day-to-day supervision and the post holder will be expected to be self motivated and be able to work on their own initiative. This job description is a statement of the job content agreed at June It should not be seen as precluding future changes.

5 Job holder s signature:.. Date: Line manager s signature: Date:. APPENDIX A Person Specification for Social Media Manager ia ntial able ssional & Technical Qualifications e in related subject or equivalent ting or related qualification in business or related discipline. ience & Job Knowledge um 5 years experience of social media management. and experience of digital communication strategy development antial practical experience of developing social media and digital campaigns management experience cial management of digital projects edge of SEO and PPC. y marketing experience. ence of planning and implementing paid social activity. ence of reputation and crisismanagement in a customer service based capacity where timeliness and sensitivity is required to manage customer queries or complaints. edge of data protection best

6 practice. & Competencies ent verbal and written communication and negotiation skills. Also presentation skills. sion and flair for creative content production with a view to engaging social audiences through copy, imagery and video content. t management skills in order to independently plan and prioritise workload. edge of accessibility and usability standards nt management skills acting as an interface between user and technical systems ence of producing or influencing social media policies/strategy for an organisation. onal Qualities s on working in an environment where speed and flexibility of attitude are essential in order to deliver results. t in animal welfare thetic to the aims of the RSPCA customer focussed approach to delivering solutions. ne enthusiasm for digital technologies, industry trends and new developments (especially social and mobile) and an understanding of how they could be applied to benefit the Society to deliver to project deadlines. ence of working and playing a critical role in a team. o maintain a positive approach, with lots of energy and the ability to inspire and motivate others.

7 ent attitude to handling potentially upsetting cases of animal cruelty that the role may have sight of. ce of building strong and maintaining effective working relationships al Circumstances y) to undertake some UK travel including occasional overnight stays to undertake occasional evening and weekend work when the role requires. ortable around dogs