Snr Social Media Off

Senior Social Media Officer

ORGANIZATIONAL CONTEXT

The Senior Social Media Officer (P4) plays a lead role in developing and executing the Office's social media strategy with an eye to strengthening engagement with key audiences in support of UNHCR's media relations, advocacy, awareness-raising and fundraising objectives. This entails developing sophisticated plans to leverage social media content, platforms, networks and partners in line with the key priorities and audiences for the Division of External Relations (DER). In making these judgments, the incumbent will report directly to the Chief of Section, Content Production, and work closely with work closely with the Chief of Section, News and Media under the overall leadership of the Head, Communications and Public Information Service/ Spokesperson for the High Commissioner.
This role includes directly managing the global social media manager; working closely with the rest of the Content Production Section, the News and Media Section and other teams across DER; and coordinating with all other relevant actors across the organization, including field-based PI and social media managers within country offices. The incumbent will also build relationships with social media editors at leading news and media organizations, helping to secure external placement of UNHCR content and enhance coverage of UNHCR's work and the plight of refugees.
The incumbent will also lead the development and refinement of UNHCR's global social media presence, ensuring that our accounts are structured and used in ways that are effective at engaging target audiences and that an appropriate social media crisis communications protocol is in place to address and avert potentially damaging conversations about UNHCR. This includes strengthening coordination and editorial planning among UNHCR social media managers around the globe to support media relations, advocacy, awareness-raising and fundraising objectives as well as strengthening analytics to inform the social media strategy and work-plans.
FUNCTIONAL STATEMENT

Accountability

- UNHCR has a social media strategy that advances the organization's broader communications goals and maximizes engagement with priority audiences.
- UNHCR's social media content is developed and managed in line with UNHCR's strategic objectives targeting clearly defined audiences, i.e. news media, influencers, general public, governments, private donors, persons of concern, etc.
- UNHCR produces effective, innovative and strategic cutting-edge social media content and campaigns to inform and engage external audiences.

Responsibility

- Establish, through a clear consultative process, a social media strategy for UNHCR that focuses on DER's primary audiences (news media, general public, donors) and includes a forward-looking assessment of UNHCR's global social media presence; outline resources needed, expected outputs and clear implementation plans for proposed changes.
- In accordance with DER's communications objectives, drive production of high-impact social media content that effectively informs and engages external audiences and supports media and advocacy campaigns.
- Provide vision and leadership for the use of UNHCR's core social media accounts (notably the global English accounts on Twitter, Facebook, YouTube, Flickr, Instagram, etc.) while enabling the Digital Engagement Section and Private Sector Fund Raising to lead on social media marketing.
- Manage, according to clear principles, access to UNHCR's core social media accounts, ensuring their security and accountability.
- Develop, in collaboration with the News and Media Section and other key stakeholders in DER, an appropriate social media crisis communications protocol to address and avert potentially damaging conversations about UNHCR.
- Establish and nurture relationships within global media partners (including news organizations, social media companies and relevant technology leaders) to strengthen UNHCR's social media content and help it reach a wide audience.
- Develop, in collaboration with the News and Media Section and other key stakeholders in UNHCR, guidance on the use of social media in the context of new emergencies to help UNHCR provide credible, real-time information that supports media and fundraising objectives.
- Participate in relevant professional meetings and events to build active relationships across the industry; represent the organization externally when required.
- Coordinate and manage strategic consolidation of UNHCR social media accounts and update, as needed, UNHCR's Administrative Instructions for staff use of social media.
- In cooperation with the Strategic Communications Section, ensure high-level message and branding consistency in social media content and platforms.
- Establish clear performance and measurement metrics for all social media accounts and campaigns to effectively inform results-based decision making and to monitor and drive the effective use of resources.
- Support and help shape clear social media guidelines, advice and training programmes to support the production and sharing of high-impact social media content by staff performing various external relations functions.

Authority

- Decide on and enforce UNHCR's social media strategy.
- Decide on social media content for UNHCR's core social media accounts and platforms reaching different target communities.
- Oversee development and distribution of social media content, including UNHCR's social media presence.
- Allocate resources required to implement UNHCR's social media strategy within the delegated authority.

ESSENTIAL MINIMUM QUALIFICATIONS AND PROFESSIONAL EXPERIENCE REQUIRED

- An advanced University degree in journalism, communications or related field.
- Minimum 10 years (12 years with University degree) of relevant work experience in progressively responsible functions producing, editing and disseminating multimedia content for international audiences.
- Minimum 5 years developing, managing and evaluating social media platforms for public engagement and communications, at least three of them in an international context.
- Sophisticated understanding of the social media landscape, including trends in new tools and platforms, and particularly those gaining traction among news organizations.
- Established relationships with social media editors at leading news and media organizations who can be called on to help share UNHCR content.
- Proven track record in managing large social media accounts, including advanced knowledge and experience with strategy, posting, influencers and evaluation.
- Experience managing reputational risk on social media, ideally through the development of a crisis communications protocol.
- Demonstrated ability to write and edit social media posts to a standard high enough for immediate publication.
- Experience using advanced tools for social media publishing, monitoring and marketing, such as Hootsuite, TweetDeck, Radian6 and Buddy Media.
- Experience producing and interpreting social media analytics to inform strategy and workplans.
- Experience developing, launching and evaluating social media campaigns.
- Proven experience in delivery of social media content and engagement in support of media relations, public awareness, advocacy and fundraising goals.
- Substantial experience of working in sensitive and fast-moving news, communications, advocacy and/or fundraising contexts.
- Strong diplomatic skills, highly developed political skills and judgment, understanding of UNHCR's external relationships, solid grasp of the news business, and ability to discern when the organization's credibility is at stake.
- Fluency in English.

DESIRABLE QUALIFICATIONS & COMPETENCIES

- Working knowledge of another relevant UN language, preferably French.
- Experience and understanding of the role of brand in building audience.
- Experience and knowledge of the principles of organisational change management.
- Experience working in an international non-profit context, or ability to demonstrate experience of an equivalent working context that required delivery of both financial and non-financial objectives. C004L3 - Commitment to Continuous Learning Level 3
C003L3 - Communication Level 3
C002L3 - Teamwork & Collaboration Level 3
C001L3 - Accountability Level 3
C005L3 - Client & Result Orientation Level 3
C006L3 - Organizational Awareness Level 3
M004L3 - Strategic Planning and Vision Level 3
M003L3 - Judgement and Decision Making Level 3
M002L3 - Managing Performance Level 3
M001L3 - Empowering and Building Trust Level 3
M005L3 - Leadership Level 3
M006L3 - Managing Resources Level 3
X001L3 - Analytical Thinking Level 3
X002L3 - Innovation and Creativity Level 3
X003L3 - Technological Awareness Level 3
X004L3 - Negotiation and Conflict Resolution Level 3
X009L3 - Change Capability and Adaptability Level 3
X006L3 - Policy Development & Research Level 3
X007L3 - Political Awareness Level 3
X008L3 - Stakeholder Management Level 3
X005L3 - Planning and Organizing Level 3 Sophisticated understanding of the social media landscape, including trends in new tools and platforms, and particularly those gaining traction among news organizations. Established relationships with social media editors at leading news and media organizations who can be called on to help share UNHCR content. Proven track record in managing large social media accounts, including advanced knowledge and experience with strategy, posting, influencers and evaluation. Experience managing reputational risk on social media, ideally through the development of a crisis communications protocol. Demonstrated ability to write and edit social media posts to a standard high enough for immediate publication. Experience using advanced tools for social media publishing, monitoring and marketing, such as Hootsuite, TweetDeck, Radian6, etc. Experience producing and interpreting social media analytics to inform strategy and workplans. Experience developing, launching and evaluating social media campaigns. Proven experience in delivery of social media content and engagement in support of media relations, public awareness, advocacy and fundraising goals. Proven experience in delivery of social media content and engagement in support of media relations, public awareness, advocacy and fundraising goals. Substantial experience of working in sensitive and fast-moving news, communications, advocacy and/or fundraising contexts. Strong track record of managing, leading and mentoring individual staff and teams, promoting decision-making by building consensus among involved players. Proven ability to achieve results and implement strategies in a highly organized and action-oriented manner. Strong administrative capabilities. Strong diplomatic skills, highly developed political skills and judgment, understanding of UNHCR's external relationships, solid grasp of the news business, and ability to discern when the organization's credibility is at stake. Fluency in English. Social media is a central and essential component of UNHCR's efforts to engage key audiences, both in our everyday communications work and around major media and advocacy campaigns. UNHCR urgently requires a sophisticated strategy for the most effective use of our core social media accounts as well as a coordinated approach to social media engagement by key communicators across the organization. UNHCR seeks closer coordination of the production, posting and evaluation of social media content on its own channels as well as on partner channels with an eye to supporting media, advocacy, fundraising and donor relations objectives. UNHCR's access to the emergencies in Syria, CAR, South Sudan, etc. give us a valuable opportunity to use social media to provide content to media partners, helping to keep these issues on the news agenda and raising UNHCR's public profile. Duty station is Geneva, Switzerland with some travel -- as required -- to meet with social media editors and influencers and to the field to meet with key UNHCR communicators who are using social media. Not applicable Not applicable.

Please note that the closing date for all vacancies in the Add. 1 to March 2017 Compendium is Wednesday, 3 May 2017 (midnight Geneva time).