Be the Main Point of Contact for Social Media in the University

Be the Main Point of Contact for Social Media in the University

Job Title: / Social Media Co-ordinator
Reference No: / MLR13
Reports to: / Digital Content Manager
Grade: / Grade D
Working Hours: / 37
Faculty / Service: / Marketing and Recruitment
Location: / Edinburgh Building, City Campus
Main Purpose of Role: / This role reports directly to the Digital Content Manager. Its focus is to deliver digital content optimised for social media. The main purpose is to support the Digital Content Manager to plan, create and deliver content that engages enquirers, applicants, current students and other related audiences, in line with the University's Sales and Marketing strategy
Key Tasks and Responsibilities: /
  • Work with the Conversion and Campaign team and the Brand and Client Marketing team to ensure content is produced for campaigns and key publications and scheduled in line with key deadlines along the student journey
  • Understand and adapt content and develop plans for the delivery of marketing messages through the following channels: email, social media, SMS, web content, telemarketing scripts, direct mail and any other emerging opportunities
  • Work with the Brand and Client Marketing team, Faculties and key Services to ensure content is relevant, personalised and accurate, keeping abreast of University facts and figures, USP’s, course developments, City and regional information and other key facts.
  • Under the direction of the Digital Content Manager, create a Social Media Plan which can be used across the University
  • Be the main point of contact for Social Media in the University
  • Undertake social listening as a business as usual task, in order to understand social conversation that may influence social campaigns and marketing
  • Create content for blogs and promotional posts for social networks as necessary
  • Collate and use social media analytics and peer comparison tools in order to help influence the application of a social media strategy
  • Stay up to date on Social Media Platform updates and changes and make sure we’re always using the platforms in the best way possible. Ensure all social media contributors are aware of these updates and changes
  • Offer guidance and training to other Social Media creators across the university on best practice and how to get the most out of Social Media to meet their objectives
  • Use the university’s social media tracking tool to roll out training to other areas of the university interacting with students or potential students, to ensure a common voice
  • Meet clients to identify their needs and liaising regularly with them
  • Work to support the Search engine optimization plan by amending social media blogs and ensure prioritization of tactics to support optimization.
  • Meet relevant legal requirements such as accessibility standards, freedom of information and privacy
  • Proof-reading content and making changes where necessary
  • Work with other web specialists including web developers in the Web Team within the Student and Learning Support Service, to ensure consistency and priorities are managed, alongside working with internal and graphic designers
  • Liaise with external agencies
  • Promote and edit course and subject-specific content for a range of digital platforms, including: university websites, external websites, social media platforms and e-marketing CRM platforms.
  • Edit, enhance and reformat existing web content according to best practice guidelines.
  • Create and take ownership of a web content maintenance plan
  • Develop and maintain good relationships with relevant academic and support staff as well as relevant external bodies and partners (Sunderland Council, SAFC, VIBE Group, Newcastle Gateshead initiative etc) with a view to improving quality of content.
  • Develop and maintain up-to-date knowledge of content production and digital marketing techniques.
  • Keep up-to-date with the following key University knowledge in order to personalise and segment stakeholders effectively in all communications: University facts and figures, current branding position and language, City-wide and regional developments, academic and estate developments and student personas.
  • Support the Search engine optimization plan as directed by the Digital Content Manager and to meet needs of campaigns as highlighted by the Campaign and Conversion Manager
  • Implement monitoring of SiteMorse and other relevant information for correcting broken links etc. on a regular basis
  • Offer guidance and advice to a range of web editors across the university
  • Participate in the Website Governance Group and offer guidance and training to new web editors as directed by the Digital Content Manager
  • Track, report, and analyze website analytics and PPC initiatives and campaigns
  • Optimize copy and landing pages for search engine marketing
  • Perform ongoing keyword discovery, expansion and optimization
  • Research and implement search engine optimisation recommendations
  • Work with the digital agency and web build team to ensure SEO best practices are properly implemented on newly developed code
  • Drive SEO through content creation and content programming, by a culture of sharing knowledge and training information with a team of digital ambassadors across the university
  • Be involved with any other marketing and recruitment duties as required
  • Attend key recruitment events both on and off campus for the purpose of promotion and to assist with the overall event as required
  • Undertake and support staff development as appropriate
  • All staff across the Service are required to be flexible to support the focus on student recruitment
  • All teams will be required to assist and support key recruitment events such as Open Days and Clearing. To support the Client Relationship team by attending key recruitment events such as when key subject area knowledge is required or additional personnel will benefit the customer experience and deliver the key brand and subject selling points

Special Circumstances: / Occasional travel and out of hours work, particularly for monitoring social media and attendance at events
Part 2A
Qualifications and Professional Memberships:
Experience:
Key Knowledge and Expertise: / Essential:
Qualifications and Professional Memberships:
  • Educated to Degree level or equivalent, or possess significant relevant professional experience within a similar role.
Experience:
  • Demonstrable experience of best practice and writing appropriate content for a website in a professional capacity.
  • Experience of Web Design and Development
  • Demonstrable experience of using social media to deliver part of a wider multimedia campaign and of writing for social media
  • Demonstrable experience of managing multiple social media channels
  • Experience of using analytics to inform improvements and content
  • Experience of using a complex Content Management System.
  • Experience of developing graphics and basic animations
Key Knowledge and Expertise:
  • Demonstrable understanding of search engine optimisation.
  • Understanding of social media trends and how to maximise reach through engaging content
  • Excellent writing skills
  • Demonstrable understanding of digital marketing.

Desirable:
Experience:
  • Experience of writing for a range of marketing materials, including email for Customer Relationship Marketing purposes.
  • Experience of working in the higher education sector.
Key Knowledge and Expertise:
  • Experience of formatting text with HTML
  • Experience of using image manipulation software such as Photoshop
  • Experience of web analytics tools, such as Google Analytics
  • Awareness of the legal aspects of website development, including accessibility and data protection

Part 2B Competencies / Service Delivery
  • Adapts services and systems to meet customers’ needs and identifies ways of improving standards
  • Learns from complaints and takes action to resolve them
  • Collates feedback and views from customers and keeps up-to-date with market trends to inform service development and make changes
  • Actively promotes services

Communication
  • Delivery methods are chosen and tailored to aid understanding and meet the needs of others
  • Takes action to correct any misunderstandings or mistakes
  • Checks on recipient’s understanding and takes action to remedy any miscommunications
  • Adapts style in response to feedback
  • Anticipates the others’ needs for information
  • Adjusts the level of content to suit audiences with varying levels of understanding and ability
  • Provides information in a suitable format so that the others’ needs are met
  • Uses a range of different formats, chosen to the diverse needs and ensure understanding

Knowledge & Experience
  • Applies knowledge and experience
  • Shares learning and experience with others
  • Engages in updating and training activities

Decision-making Processes & Outcomes
  • Makes timely and considered decisions by gathering sufficient data
  • Considers the impact of decisions on own area of work, that of others and the Institution as a whole
  • Knows when a decision is beyond the role’s level of responsibility and when to refer to others
  • Helps others to explore options that initially appear to be inappropriate or unfeasible and recognise when a decision is or is not needed
  • Enables others to contribute to decisions Ensures that options are weighed, outcomes identified and chances of success considered
  • Challenges decisions appropriately to ensure consideration and processes are robust
  • Anticipates and highlights issues that need to be taken into account
  • Ensures previous learning is included

Initiative & Problem-solving
  • Analyses problems to identify their cause
  • Takes action to prevent recurrence of problems
  • Considers possible solutions to identify those which offer wider benefits
  • Obtains evidence to support intuition

Planning & Organising Resources
  • Suggests ways of improving working practice and use of resources
  • Creates realistic plans to achieve own deadlines and objectives
  • Monitors progress of self and or others so that corrective action can be taken if needed
  • Plans resources and others’ work to meet plan objectives
  • Ensures that others are able to carry out the work and have the necessary resources
  • Monitors progress and identifies the need for further action and resources

Date Completed: / May 2016
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