August 2016

JOB DESCRIPTION

FOR

Social and Digital Media Officer

Reports to:Director of Communications and Public Affairs

Base:Norfolk

Department Overview

The Communicationsand Public Affairs Department works to raise the profile of World Horse Welfare, gain greater support, advance its campaigns and act as the guardian of the charity’s reputation and image. It is comprised of seven posts.

The principle roles of this post are:

The Social and Digital Media Officer drivesthe charity’s social media and web-based communications, ensuring the right tone of voice, brand look, feel and messaging. Working closely with the Press Officer, the rest of the team and other departments, the Social and Digital Media Officer proactively seeks stories and presents them engagingly across our electronic channels. A key part of this role is testing and refining approaches to increase reach, engagement and donations and to rigorously monitor and evaluate results to inform further activity.

Key Relationships:

The Social and Digital Media Officer will work closely with:

  • Press Officer
  • Film and New Media Officer
  • Public Affairs Officer
  • Communications and Public Affairs Team
  • Other Departments and key consultants / partners / freelancers
  • Staff in head office and based remotely from Head Office (Centre Promotions Officers, grooms and others on farms, Field Officers and Rehoming Officers

Duties

  • Drive the charity’s social media and electronic communications, including managing channels, planning schedules, producing content and monitoring and evaluation against strategic objectives.
  • Work with our four farm centres to ensure their Facebook pages reflect charity brand and messaging and engage their local communities - providing advice and support as needed.
  • Working with the press officer and staff from across the charity, proactively seek and develop stories for social media and the website that engage the audience and elicit action.
  • Undertake monthly auditing and reporting of social media, website and Enews performance
  • Work with the Communications teamand other departments to take advantage of all promotional opportunities, and carry out any reputation and crisis management on social media with the Director of Communications and Public Affairs
  • Regularly gather and disseminate profiles of horses available for rehoming on partner sites and ensure these are up to date.
  • Work with staff to oversee, edit and draft responses to external queries via social media and email.
  • Oversee the content of the website, and work with the Communications Team and other departments to ensure it is up-to-date. Provide content editing support and guidance to enable others to update their own areas.
  • Provide back-up cover or support for other members of the team where necessary, creating online surveys, taking photographs, or other assistance.
  • Work with the fundraising department to ensure that appeals and fundraising processes and products (such as legacy giving, Adopt a Horse, Membership) are incorporated into communications platforms whereever possible – e.g. email signatures, web content support, social media, farm posters, the newsletter.
  • Coordinate the commissioning, production, writing and editing of copy for the email newsletter,and other relevant channels (to include story generation).
  • Create and send the monthly email newsletter, and assist others in the creation and editing of other email broadcasts, for example campaigns actions.
  • Coordinate and monitor associated timetables and deadlines.
  • Work with the relevant members of the Communications Team and other Departments to ensure that all of the messages emanating from World Horse Welfare are correct, up-to-date, on-brand, on-message.

Review, Development and Evaluation

  • Undertake research and provide briefs to the Director of Communications & Public Affairs on relevant issues and channels
  • Assist in the evaluation, review and coordination of plans and activities undertaken in relation to the production and development of the charity’s communications channels, as well as the activities of the Department as a whole. Compile reports, statistical records, evidence of success and impact.

Other Duties

  • To comply with the policies of World Horse Welfare to ensure that risks within the working environment are reduced as low as reasonably practicable (to include completing risk assessments and maintaining files).
  • To raise any health and safety concerns with line managers.
  • To ensure the effective implementation of the World Horse Welfare Health and Safety management system in relation to the Annual Conference.
  • Undertake other related tasks as directed by the Director of Communications.

Person Specification

Essential -

  • Excellent written and oral communication skills
  • The ability to write quality copy in a variety of styles quickly
  • Social media savvy with creative approach to engaging online audiences in our work
  • Relevant experience in Social Media,PR and/or Marketing or Communications
  • Attention to detail and experience of editing written work
  • Creative, pro-active, enthusiastic, highly-motivated, flexible
  • Capable of working with people at all levels, in a variety of spheres
  • Ability to work as part of a team and on own initiative
  • Well-organised, conscientious, attention to detail, professional
  • Commitment to excellence in achieving the World Horse Welfare objectives
  • Willingness to take responsibility, to prioritise workload and work to tight deadlines
  • Interest and sympathy with the aims and activities of the World Horse Welfare
  • Computer literate – in Microsoft packages, Adobe packages a plus
  • Be prepared to travel within the UK and occasionally stay away from home if required.
  • Flexible approach to work

Desirable -

  • A good sense of visual design
  • An understanding and experience of design and Adobe packages
  • Familiarity with writing for websites and CMS systems
  • Knowledge of or experience with horses