SOCIAL MEDIA STRATEGIST AND COMMUNITY ENGAGEMENT – MATERNITY LEAVE (BASED IN BARCELONA)

GENERAL CONTEXT

Médecins Sans Frontières is an international independent medical-humanitarian organization, which offers assistance to populations in distress, to victims of natural or man-made disasters and to victims of armed conflict, without discrimination and irrespective of race, religion, creed or political affiliation.

MSF is a civil society initiative that brings together individuals committed to the assistance of other human beings in crisis. As such MSF is by choice an association. Each individual working with MSF does it out of conviction and is ready to uphold the values and principles of MSF.

The MSF movement is built around six operational directorates currently supported by MSF’s 23 sections and 18 offices together worldwide. MSF OCBA is one of those directorates. The operations are implemented by field teams and the mission coordination teams; together with the organizational units based in Barcelona, Nairobi, Dakar and Amman. The field operations are guided and supported by 5 Operational Cells, the Emergency Unit and other departments supporting operations, including the Communication and Fundraising Departments.

GENERAL OBJECTIVE AND CONTEXT

A key goal for the Digital Unit is to foster committed online communities, whether by building a responsive audience-focused social media presence, activating supporters through conversational email and messaging journeys, reaching new communities through digital influencers, or engaging people who attend MSF events in real life. The Social Media Strategist and Community Engagement Officer will be a central role for us, leading on all aspects of engagement around digital supporters in Spain.

You will use your broad experience of managing social media channels to develop the social media strategy for MSF Spain**.** You will aim to build strong communities on Facebook, Twitter, Instagram, YouTube & TikTok that feel part of MSF and actively participate in building our public identity. You will constantly explore new opportunities and channels to follow the new SM trends. On a day-to-day basis and in coordination with colleagues in the Digital Unit, you will contribute to the production of adequate content on social media, ensuring it is engaging, in line with channel strategy, coherent with content released on other channels and supports our priorities.

You will help MSF Spain to build its influencer outreach programme. We are keen to develop authentic, credible relationships with online influencers, not only to extend our reach and improve our relevance amongst a more diverse range of audiences, garner support for our social mission, but also drive our fundraising into new avenues. Here you will work with colleagues to define a programme, covering how we will identify emerging talent and organize bespoke content opportunities that drive real results.

The position is hierarchically and functionally accountable to the Head of Digital Unit. The Digital Unit sits between the Communications and Fundraising Departments, but this and other positions in the team additionally work with Human Resources and, on occasion, with our field Operations department or other departments.

MAIN RESPONSABILITIES, FUNCTIONS AND TASKS

1. Social media community management

• Responsible of the social media strategy for MSF Spain, covering channel strategy, audience, language, tone, content strategy and KPIs.
• Ensure the contents are adequate and tailored to social media, through creative input, adequate planning, performance feedback.
• Develop and maintain the editorial manuals for existing SM channel and constantly explore new opportunities and channels to make recommendations for future investments.
• Work closely with the Twitter Community Manager to make sure that the SM strategy is followed.
• Develop social media campaigns in support of priority communications, fundraising and HR objectives.
• Oversee core social media schedule for key MSF Spain social media channels (FB, Twitter, IG, YouTube).
• Quality assurance all social media content in included in scheduling tools ensuring it is timely, engaging and coherent with content released on other digital and offline channels.
• Liaise with colleagues to obtain all necessary assets including image and creative for content posting.
• Provide support for content used in paid social media campaigns.
• Providing training and guidance for colleagues on producing and posting content on social media channels.
• Evaluate content performance against KPIs, proposing corrective actions when necessary to meet expected results.

2. Audience monitoring and engagement

• Monitor public comments on social networks and respond to questions, concerns, comments and inquiries.
• Work with colleagues to manage supporter inboxes – Facebook, Instagram and Twitter.
• Manage community discussions ensuring that posts and content are not violating any laws or inappropriate.
• Develop and maintain guides on tone and style for supporter engagement through social media.
• Setup tracking and alerts around live issues or emergencies on monitoring tools (TalkWalker).
• Develop message frameworks and guides to be used in responding to difficult or politically sensitive issues.
• Providing training and guidance for colleagues on engaging with supporters online.

3. Influencer outreach

• Support the Head of Digital in developing a Digital Influencer strategy, identifying who to engage with and when, in line with relevant and appropriate organisational themes.
• Create authentic and impactful connections with relevant influencers to engage, inspire and attract a more diverse range of online communities– and create a suitable journey for influencers to retain their support.
• Collaborate with influencers on content planning.
• Report on digital influencer success and impact, reviewing reach, engagement and conversion.
• Foster and develop digital partnerships with influential external agencies and civil society organisations.
• Develop criteria for reviewing and monitoring influencers’ activity and preparing strategies in light of any negative backlash or scandal.

4. General

• Support and participate in content planning processes and maintain the MSF Spain content calendar.
• Provide backup to all members of the Digital Unit as appropriate, including supporting marketing, communication, content development, insight and optimisation work.
• Participate in team meetings, planning processes and other internal processes as required.
• Occasional evening and weekend working are required.
• Keep abreast of content trends and industry standards to identify new opportunities to better reach and engage audiences.

SELECTION CRITERIA

• Master’s degree in Journalism, Communication, Social Media and similar and/or directly relevant commercial experience.
• Fluency in Spanish and good command of English are obligatory. Other languages are an asset.
• Substantial experience of managing social media channels, including Facebook, Twitter, Instagram and YouTube for large consumer-focused organisations.
• Exceptional written and verbal communication skills, with a particular focus on engaging copy.
• Sound knowledge and experience of responding to customer/client/donor/supporter queries.
• Solid knowledge of email and social media analytics tools to benchmark communications activity.
• Relevant experience in coordinating, targeting, set-up, testing, broadcasting, reporting and optimization of push notification campaigns.
• Experience in training other staff.
• Experience in specialist content editing software, including Adobe Creative Suite.
• Able to keep up-to-date with the latest trends and best practices in digital tactics and strategies.
• Experience of influencer marketing and working with third party brands is desirable.
• Knowledge of current and developing digital fundraising strategies an advantage.
• Previous experience in the humanitarian sector an advantage.

CONDITIONS

• Position based in Barcelona at the Médecins Sans Frontières OCBA Headquarters.
• Interim position – 6 months contract.
• Full-time position.
• Annual gross salary: Level HQ – 3A – 34 178.19€ (divided in 12 monthly payments) + secondary benefits according to MSF OCBA policies.
• Starting date: March 2023.