Social Media Manager. Professional Services Job Level Level 4. Head of Creative and Digital Services

Transcription

1 Post Details Last Updated: 5/06/018 Faculty/Administrative/Service Department Marketing, Recruitment, Admissions and Communications (MRAC) Job Title Job Family Responsible to Responsible for (Staff) Social Media Manager Professional Services Job Level Level 4 Head of Creative and Digital Services Social Media Coordinator and Social Media Job Purpose Statement This should be an accurate, concise, un-detailed statement (short paragraph) of what the post is and why the post exists in terms of its contribution or result e.g. improved student/staff experience, increasing University funds etc. This role is a dedicated social media champion within the Marketing, Recruitment, Admissions and Communications (MRAC) division, defining and driving the university s overarching social media strategy, policies and operations. The position will coordinate the direct management of the central brand channels, as well as empowering colleagues across the university to increase engagement with their key audiences via their own channels. Key Responsibilities This document is not designed to be a list of all tasks undertaken but an outline record of the main responsibilities (5 to 8 maximum) 1. Social Media Strategist: The post holder will support the development and implementation of the University of Surrey s overarching social media strategy coordinating activity through the central brand presences (covering multiple corporate objectives nationally and internationally) and acting as an expert advisor for other university accounts looking to develop their individual social media strategies (e.g. PR / Media Relations, Alumni, International, and Student Services). The role will support the strategy to empower colleagues across the University with the best skills and tools to use social media in their roles.. Social Media Advocate: They will act as a social media advocate / trainer to share their knowledge and raise the profile of social media across the university. They will work with other departments and teams to up-skill their knowledge of social media and ensure best practice and consistency across the University. The post holder will also seek to develop social media champions (current power-users that includes the Vice-Chancellor) within the University who will help to empower their colleagues in social media. 3. Brand Promoter: The post holder will be an ambassador for the brand, and support social media actions and activities for key events and campaigns. They will ensure the brand is delivered optimally and consistently through social when shaping activity with colleagues around student recruitment campaigns (both domestic and international) and reputational growth. 4. Social Content Specialist: They will be up-to-date with social media best practice for a given social media setting. Facebook, Twitter, Instagram, Snapchat, YouTube, LinkedIn, WeChat and Weibo are all examples of social media territories where the University is active and seeks to further its interests by means of audience engagement. Understanding of the difference and purpose of these channels and working with your team to create / modify the content and style accordingly is essential to the success of this role. Social media activity will be a mix of planned and reactive content, and the post-holder will be expected to coordinate a social media editorial calendar that s fed into by a variety of different strategy owners. This role will add value to the plans by defining when, where and how it is best to deliver content in-line with the overarching social media strategy.. It will be necessary to define engagement targets that will help to define future social content. 5. Social Media Performance and Monitoring: The post-holder will have an analytical mind and be responsible for shaping and supporting the delivery of both audience-growth and engagement targets, setting the benchmarks the University should be aiming for. They will be confident collating and sharing performance data to show the value of activity and encourage continuous improvement. This role will actively use social listening and monitoring tools to understand what audiences are saying in social settings and translate this into useful insight for activity planning. 6. Community Management: This role will be an expert in audience engagement and will oversee interactions on the central brand channels, as well as steer activity planning with stakeholders across the university who have their own audiences and strategies on how to use social media to build and develop engaged social media communities. The post-holder and their team will engage with audiences, either directly responding or

2 organising responses through other employees to requests for information. The post holder will make a judgement as to whether these conversations should be public or private. 7. Line management and development of two direct reports N.B. The above list is not exhaustive. All staff are expected to: Positively support equality of opportunity and equity of treatment to colleagues and students in accordance with the University of Surrey Equal Opportunities Policy. Work to achieve the aims of our Environmental Policy and promote awareness to colleagues and students. Follow University/departmental policies and working practices in ensuring that no breaches of information security result from their actions. Ensure they are aware of and abide by all relevant University Regulations and Policies relevant to the role. Undertake such other duties within the scope of the post as may be requested by your Manager. Work supportively with colleagues, operating in a collegiate manner at all times. Help maintain a safe working environment by: Attending training in Health and Safety requirements as necessary, both on appointment and as changes in duties and techniques demand. Following local codes of safe working practices and the University of Surrey Health and Safety Policy. Elements of the Role This section outlines some of the key elements of the role, which allow this role to be evaluated within the University s structure. It provides an overview of what is expected from the post holder in the day-to-day operation of the role. Planning and Organising Where does the work come from? What planning is required, how complex is the planning and over what timescale e.g. days/weeks/months/annually/longer? The requirement of planning within the role comes from a number of streams. Weekly planning of day-to-day social media content, planning social media support for the period of a campaign, event or project, or overarching strategy planning for future social media development at the University. The level of detail is dependent on the type of planning for high profile campaigns this may be fairly in-depth at a post-by-post level to ensure key messages are conveyed and they are optimised for the given social channel. In other instances this may be planning a longer term, overarching strategy, and then building on other elements in more detail. Problem Solving and Decision Making What types of problems or challenges are faced by the post holder and how are they solved? What kind of guidance is in place to support the problem solving process e.g. policies/procedures/protocols/legislation. You should detail the nature of the post holder s role in solving these problems, indicating whether the post holder thinks independently or in collaboration with others and how much freedom there is to provide solutions/make these decisions. You should also state what the impact of wrong decisions/judgement is and what happens in cases where the post holder is unable to find a resolution. The post-holder will be responsible for monitoring social media activities on Facebook, Twitter, LinkedIn (and other social media tools as appropriate) on a daily basis, and will be expected to alert the relevant colleagues within the University to any issues arising. They will be required to co-ordinate the necessary responses, using their judgement to determine whether these responses should be confined to social media or expanded out to include other channels. In cases of greater complexity, they are expected to escalate the decision making in this area to the necessary head of department/ members of the Media Relations team. For instance, in the event of a crisis they will work closely with the Director of Communications and PR, the Media Relations and Events Manager and other senior colleagues to produce the appropriate responses. Other areas the role may touch on could include issues around student wellbeing, or online bullying where if necessary they will be supported by Student Services and University Social Media Policies. Wrong judgments in either of these examples could result in significant reputational damage for the University. In situations where the post-holder is unable to find a resolution, it should be escalated to the Head of Digital Marketing, Director of Communications and PR or other team leader, where appropriate. Continuous Improvement You should state whether the post holder is responsible for making any improvements within their area of responsibility, what level of improvement they may be required to make and what freedom they have to make those changes independently. Social media is constantly developing. The post-holder will be expected to lead the development of the function within the University, in-line with current best practice and tools. In some cases, this means shaping and leading

3 on the social media element of a given campaign, in others it may be tweaking how social media is used in term of the overarching strategy. Development areas include: o o o Accountability Ways in which the University uses social media to engage with its key audiences, identifying new and emerging channels where appropriate. Our approaches to content for use on social media Ways in which to empower staff to use social media through training and toolkits What level of control has the post holder got for the achievement of their end results? How frequently does the post holder require supervision? What freedom do they possess to act with or without reference to guidance/procedures and/or supervision? Detail the discretion given to the post holder to direct resources, their answerability for the consequences of decisions and actions taken by themselves/their team and the impact. Detail the nature of the impact which the role exerts on end results and the area of the institution on which the role has impact. As the owner of the central social media presences at the University, the post-holder will coordinate activity on the channels using both their own team and other colleagues across MRAC where appropriate (e.g. PR / Media Relations) to support the delivery of the corporate objectives around building reputation, student recruitment and increasing staff / student engagement. Under guidance from the Head of Digital Marketing, the role will own the creation, implementation and evolution of the University s social media strategy a mixture of coordinating activity and enabling wider stakeholders to use their channels effectively to achieve their goals. The post holder will be expected to provide analysis and evaluation reports on the benefits, impact and reach of social media activities for dissemination across the University as required. Including through the use of social listening and monitoring platforms (e.g. Brandwatch). Dimensions of the role Dimensions describe the statistics relevant to the job. Where relevant, you should cover the operational, financial or staffing aspects of the role. Relevant factual, quantitative information that describes the scope of the role, e.g. number of staff directly/indirectly reporting to them, financial aspects (budgets, contract, cash handling etc. and approximate figures), approximate number and type of student/customers the job affects directly/indirectly should be given. This post involves the line management of at least 1 Social Media Coordinator and supports in budgetary planning responsibilities, especially around the use of suppliers. They will be responsible for representing and managing our current social media communities of +00,000 fans/followers. Supplementary Information You may wish to include some information here that has not been captured in the other sections of the form, but still has a significant impact on the size of the job. This may include details such as for example the importance in some roles to influence, develop and change the motivation and behaviour of people. The post has an impact across all areas of Marketing and Communications and many areas of the broader University. Therefore the post-holder will be required to develop effective relationships with colleagues both inside and beyond the Marketing and Communications team. Person Specification This section describes the sum total of knowledge, experience & competence required by the post holder that is necessary for standard acceptable performance in carrying out this role. Qualifications and Professional Memberships Degree, HNC, A level, NVQ 3, HND level or equivalent with a number of years' relevant experience. Essential/ Desirable E Or: Broad vocational experience, acquired through a combination of job-related vocational training and considerable on-the-job experience, demonstrating development through involvement in a series of progressively more demanding relevant work/roles. Technical Competencies (Experience and Knowledge) This section contains the level of competency required to carry out the role (please refer to the Competency Framework for clarification where needed and the Job Matching Guidance). Essential/ Desirable Level 1-3

4 A knowledge and passion for social media including Facebook, Twitter and other relevant channels in a commercial or higher education setting. Experience of producing social media content for different purposes / audiences and how it can fuel growth in Search Engine Optimisation (SEO). Strong analytical skills to share performance data and use social listening tools to guide activity. E 3 E 3 E 3 Accuracy and attention to detail. E 3 Up-to-date IT skills including good working knowledge of Microsoft Office software, e- mail, project management tools and an understanding of content management systems E Interest in current affairs/news media and the HE sector. E Experience of international social media management D n/a Experience of working in a similar organisation in a similar capacity. D n/a Special Requirements: Flexibility to occasionally work outside standard office hours, e.g. to support with events or crisis management Essential/ Desirable E Core Competencies This section contains the level of competency required to carry out this role. (Please refer to the competency framework for clarification where needed). n/a (not applicable) should be placed, where the competency is not a requirement of the grade. Communication Adaptability / Flexibility Customer/Client service and support Planning and Organising Continuous Improvement Problem Solving and Decision Making Skills Managing and Developing Performance Creative and Analytical Thinking Influencing, Persuasion and Negotiation Skills Strategic Thinking & Leadership Level This Job Purpose reflects the core activities of the post. As the Department/Faculty and the post holder develop, there will inevitably be some changes to the duties for which the post is responsible, and possibly to the emphasis of the post itself. The University expects that the post holder will recognise this and will adopt a flexible approach to work. This could include undertaking relevant training where necessary. Should significant changes to the Job Purpose become necessary, the post holder will be consulted and the changes reflected in a revised Job Purpose. Organisational/Departmental Information & Key Relationships

5 Background Information You should include a short statement on the background of the Faculty and/or the department in which the post holder will be operating. You may also wish to include any other useful information to an applicant e.g. why the project exists, what the strategy of the department is etc. The Marketing, Recruitment, Admissions and Communications division is comprised of several distinct areas incorporating Student Marketing and Recruitment, Market Insight and Data; Communications and Public Relations; and Creative and Digital Services. The Department is responsible for ensuring that the University is optimally positioned in domestic and International markets against a variety of different target audiences ranging from prospective students, prospective parents, schools, Research Councils, businesses, public bodies and local communities. Attraction of appropriate students; research funding and ongoing reputation building and management are some of the performance indicators against which the department will be judged. In line with the university s ambition to move the marketing and communications department from its historical focus providing a marketing and communications service to the organization to actually helping drive the strategy for the university so that it is well positioned and able to deliver on its core objectives. This shift has led to the requirement for some new specialist marketing skills in order to deliver on this ambition. Increasing engagement with our audiences is a key part of this. Department Structure Chart Please highlight the post holder s role by right clicking and selecting format shape, selecting solid fill and nd shade of blue in list. Boxes can be added/removed by right-clicking and selecting add shape or cut. Font should be Frutiger LT Std 45 Light (max font size 10). Head of Digital & Creative Services Creative Studio Manager Content Creation Manager Technical Film Producer Social Media Manager Digital Editor UX Design Lead Digital Projects Lead Graphic Designer Copywriter Film Production Social Media Coordinator Coordinator (FASS) Graphic Designer Junior Copywriter Social Media Coordinator (FEPS) Creative Artworker Coordinator (FHMS) Creative Artworker

6 Relationships This is not an exhaustive list of every relationship the post holder has, but is a brief description of those that play an important part in the post holder successfully carrying out the role. It should identify the significant internal and external relationships and contacts that the post holder has in their job and describe the overall purpose and nature of those relationships (i.e. exchanging information, negotiating, networking, etc.) Internal Student Marketing Campaign Planning team PR / Media Relations team Digital website team Brand and Creative team (design and copy) Enquiries teams Digital Acquisition Manager (for traffic growth) External Faculty heads and academics Recruitment and Admissions Other key departments including Alumni and Student Services Third party agencies (e.g. Hootsuite) Social media listing and monitoring provider (e.g. Pulsar)