Social Media Manager

Job description

Role Purpose

To be a Disability Gamechanger:

• Lead the strategic development of Scope’s social media channels.
• Take proactive and creative editorial control of Scope’s various social media channels, planning and producing highly engaging content that grows our audience and influence online.
• Line manage Scope’s social media team
• Provide leadership, expertise, training and support to colleagues across Scope on the effective use of social media

Main responsibilities and accountabilities:

• Lead on the design, implementation and evaluation of Scope’s social media strategy to support our organisational goals.
• Develop our presence on our existing social media channels (Facebook, Twitter, Instagram, Linkedin and You Tube) and explore opportunities to adopt new social media platforms.
• Oversee a daily social media schedule and long-term calendar of highly engaging, proactive and sharable multimedia content.
• Oversee the curation of content from across the organisation ensuring we have a supply of planned, evergreen and reactive content to support our organisational priorities.
• Grow a strong and engaged social media community, listening and engaging with followers, responding to posts, and encouraging discussion.
• Ensure a clear and consistent brand voice is maintained across our social media channels.
• Lead on ensuring all our social media content complies with minimum AA accessibility standards.
• Provide expert and strategic advice and guidance to colleagues about how to bring Scope’s influencing and awareness campaigns, fundraising and other activities to life across a range of social media channels.
• Work with our retail team to maximise the use of social media locally as part of our Communities strategy, helping to drive sales, donations, volunteering and awareness.
• Be accountable for managing and responding to any reputational risks on social media, proactively involving colleagues as necessary.
• Develop and implement evaluation and reporting processes to continually assess our approach to social media. Ensuring our output is engaging and effective and that these insights inform our future strategy.
• Develop collaborative relationships and effective ways of working with key teams across the organisation including Marketing, Policy and Campaigns, Services, Fundraising and Retail.
• Advise colleagues at Scope on social media approaches and provide training, best practice guides and support to colleagues to improve their understanding of social media.
• Lead the social media team, comprising a Digital Public Relations Officer and Social Media & Channel Apprentice. Delegating and supervising areas of work, taking responsibility for supporting personal development and continuous learning and challenging or dealing with any under- performance as needed.
• Contribute to the development of the Communications strategy, team operational plans and team meetings.
• Horizon scanning and monitoring social media trends to identify proactive and reactive opportunities. Sharing ideas, best practice and insight with colleagues.
• Manage relationships and contracts with third parties as necessary.
• Act as an external ambassador for Scope, building relationships with key external stakeholders, including online influencers and other disability organisations.
• Co-ordinate and collaborate with external partners on joint social media campaigns as necessary.
• Respond sensitively to the needs of our online community and follow Scope’s safeguarding procedures as required.
• Take ownership of the management and effective use of user data, including data protection compliance where relevant.
• Oversee a process to monitor Scope’s social media channels outside of normal office hours. This role will involve some on-call responsibilities.
• Work within Scope’s policies and procedures at all times

 

Key contacts

Internal contacts

• Executive Leadership Team
• Leadership group and trustees
• All staff at Scope – this role serves the whole organisation (working closely with Marketing & Fundraising, Services, Retail and Strategy, Impact & Social Change).

External contacts

• Disabled people and their families
• Charity partners and leaders
• Online influencers, celebrities and ambassadors
• Corporate partners and other funders
• Journalists
• Social media leads in other organisations including government, business etc.
• Suppliers and contractor

Person Specification

Knowledge and experience

Essential

• Experience of leading the development and implementation of a successful social media strategy for an organisation.
• Significant experience of managing a large portfolio of social media channels, prioritising and organising content calendars, understanding channel audiences and evidence of growing reach and impact.
• An excellent understanding of social media and how it integrates with other digital marketing and communications, PR and campaigns.
• A track record of good team working and evidence of working across multi-disciplinary teams to support the development of, and contribute to the delivery of, the overarching objectives and priorities of an organisation.
• Experience of leading social media influencing and awareness campaigns.
• Experience of managing people and teams.
• Evidence of being adaptable and flexible to manage multiple projects in a fast-paced, deadline-driven environment.
• Ability to understand complex subjects and make them easily understandable and accessible for a range of audiences.
• Proven project management skills and organisation skills and an ability to prioritise and schedule a range of short-term, strategic and ongoing tasks
• Experience of introducing new social media processes and innovation.
• Excellent digital copy-writing, editing and proofreading skills and an excellent understanding of the English language.
• Excellent creative design skills and experience of Photoshop.
• Significant practical experience and understanding of digital tools such as Buffer, Sprout Social, Hootsuite and Tweetdeck.
• Experience of advising on, managing and responding to reputational risks on social media.
• Experience of using relevant social media analytical tools to evaluate performance, interpret into strategy and explain significance of digital metrics to colleagues.

Desirable

• Experience of delivering social change by influencing policy and political debate through social media.

Skills

Essential

• Demonstrable understanding of the social model of disability and empathy with the issues of disability and independence.
• Shows confidence in own judgement and capability and demonstrates effective delegation skills.
• Demonstrates a facilitative management style able to build and maintain effective internal and external relationships and resolve conflict where necessary.
• Demonstrates excellent written and verbal communication skills.
• Demonstrates the ability to be flexible, respond positively to change, and work effectively under pressure and deal with conflicting priorities.
• Provides evidence of effective IT skills, particularly Microsoft 365
• Demonstrates a commitment to ongoing personal development.
• Ability to lead effective and engaging meetings.

Core behaviours – with example indicators

Essential

• Supporting Scope: Talk to team and others about how we can contribute to Scope’s strategic direction. Ability to respond constructively to feedback and to provide constructive feedback.
• Taking responsibility: Demonstrates the ability to take responsibility for themselves and their direct reports. Agrees realistic objectives that align to Scope’s strategic direction and then delivers against them.
• Solving problems: Sees clashes or problems that might arise and involves the right people to find a solution. Supports direct reports in developing their problem-solving abilities.
• Valuing customers: Involves customers in developing services or operational procedures.
• Working as part of a team: Builds, motivates and leads an effective team.