SOCIAL MEDIA CONSULTANT

Embassy of Switzerland in Kenya

TERMS OF REFERENCE

SOCIAL MEDIA CONSULTANT

Organization: Embassy of Switzerland in Kenya

Contract Type: Consultancy

Duration: 1 year, renewable

Duty Station: Nairobi, Kenya

Closing date: COB- 06.04.2022

1. Purpose

This Terms of Reference (ToRs) provide the framework for a social media consultant to support the Embassy of Switzerland in Nairobi in strategically optimizing its social media presence in Kenya.

The consultant will be tasked with enhancing the Embassy’s profile and image, customer engagement and organizational communication priorities online, in an inclusive and respectful manner. The role includes being a social media content creator, navigator, trendsetter and analyst, and having the skill set to fulfill each of these responsibilities.

2. Background

The Embassy of Switzerland in Nairobi covers all matters concerning diplomatic relations between Switzerland and Kenya, as well as Switzerland and Burundi, Rwanda, Somalia and Uganda. It represents Swiss interests in the areas of political, economic and financial affairs, science, education and culture. It delivers consular services to citizens of Switzerland. It also implements the cooperation strategy for the Horn of Africa.

Switzerland has established its presence online through the official website, Facebook and Twitter. However, with social media being increasingly important today, the Embassy would like to increase its presence online, through strategic communication and engagement with its audience.

3. Main Responsibilities

The consultant will, in support of the communications teams, undertake the following tasks:

• Develop a social media strategy with steps, milestones, deliverables and dates, to track communication efforts.

• Develop relevant content topics to build awareness, improve the image of Switzerland and our online reputation.

• Adapt content generated from Switzerland to suit the Kenyan audience (content localization).

• Together with the communications team, create and implement a regular publishing schedule and content calendar, to promote and manage content on our social media platforms.

• Engage with the Embassy’s audience and key stakeholders online.

• Use analytics to measure and identify the Embassy’s audience growth, engagement, profile, content reach and leads.

• Identify best practice and trends with regard to social media.

• Inform, plan and execute specific and timely campaigns through social advertising.

• Establish and maintain a network of influential and relevant social media personalities.

• Identify new digital tools and best practices, and how these can be most effectively applied to deepen outreach and engagement with the audience.

4. Professional Qualifications and Experience

The ideal candidate views the internet as her/his playground, is curious about best practise, savvy and creative about brand and content management. A passionate communicator who genuinely enjoys and thrives operating and strategizing in the digital space. In particular, we are looking for candidates with:

• Bachelor Degree, ideally in digital marketing, communication, journalism, or other related field;

• In depth knowledge and understanding of the Kenyan Social Media environment, systems and culture;

• Demonstrated experience (3+ years) developing and implementing social media strategies, digital marketing, creating and managing content and social media engagement, preferably with an Embassy, international NGO, UN agency or other similar organizations;

• Ability to research diverse topics, figure out best practice and outline/propose a digital plan to execute;

• Ability to experiment on social media placement, test alternatives and make data driven recommendations on the right mix for our audience;

• Solid understanding of web practices, digital platforms, SEO, channel analytics and content development;

• Excellent critical thinking skills and the ability to exercise good judgment and solve problems quickly and effectively;

• An ability to work with and inspire people from a variety of cultures, backgrounds, and experiences;

• Perfectly fluent in English language, written and spoken;

• Knowledge of a Swiss national language an asset (German, French or Italian);

5. Compliance with local law on taxation

a) Withholding tax (WHT)

Taxes, charges and social security contributions will be applicable in conformity with local legislation. The Embassy is obligated to deduct and submit Withholding Tax (WHT) to the Kenyan Revenue Authority (KRA). WHT is a percentage of the earnings and will vary depending on the country of origin of the consultant. For residents the maximum WHT is 5% for this type of consultancy.

More information on the applicable tax rates can be found here: https://www.kra.go.ke/en/helping-tax-payers/faqs/more-about-withholding-tax.

b) Value Added Tax (VAT)

The Embassy is exempt from VAT. The service if subject to VAT according to the local law, the resident corporate person will within 30 days reimburse the VAT amount to the Embassy as soon as the exemption certificate is availed by the Embassy.

Legal status of the consultant in the country of engagement

The consultant must have a valid work permit or its equivalent.