Recruitment

Digital Communications Manager (Social Media)Version 1.0Last amended: August 2015

THE UNIVERSITY OF NOTTINGHAMRecruitment Role Profile Form

Job Title: Digital Communications Manager (Social Media)

School/Department: External Relations

Salary: £28,695 - £37,394 per annum, depending on skills & experience, salary progress beyond this scale is subject to performance

Job Family and Level: APM 4

Contract Status: Permanent

Hours of Work: Full time; 36¼ hours per week

Location: Pope Building, University Park

Reporting to: Digital Engagement Manager

Purpose of the New Role: Based within External Relations, the person appointed will be responsible for the ongoing management and development of the University’s main social media channels, developing and establishing new channels as necessary in support of the University’s communications and marketing strategy. Working closely with colleagues in External Relations and across the University, the post holder will develop innovative, impactful and engaging content and content plans to support student recruitment, research and communications campaigns and other initiatives via social media ensuring these are fully integrated in the marketing mix. The role-holder will also develop and run training for staff in Faculties, Schools and Departments and provide support and guidance in the use of social media as part of marketing and communications activity. S/he will also be a competent video producer, capable of producing engaging student-friendly video content.

Main Responsibilities % time per year

1. To take responsibility for the ongoing management and development of the University’s main social media channels, including Facebook, Twitter, Tumblr and Instagram in support of the University’s communications and marketing strategy.

To develop and establish new social media channels, where suitable for the University’s key audiences, based on the latest trends and innovations in digital communications and marketing.

To ensure that enquiries and comments from current and prospective students and other audiences are responded to and dealt with in a timely fashion.

To develop and implement social media content plans to support the University’s digital marketing and communications strategy, focussing specifically on student recruitment and conversion.

To take a lead in relation to effective use of user generated content in social

50%

media, web and email to ensure the University is at the cutting-edge of sector best practice.

To be responsible for monitoring and evaluating the effectiveness of digital activity and campaigns, setting SMART objectives and producing reports and seeking continuous improvements to channels and campaigns.

To develop and run campaigns and digital elements of campaigns in support of the University’s marketing and communications strategy, working closely with External Relations colleagues in project teams as necessary.

Working with the Digital Engagement Manager, develop and implement an effective content marketing plan and strategy, ensuring that content is effectively repurposed across different channels, including print, video, web and email.

2. To produce high quality, impactful video content to support the University’s marketing and communications strategy, specifically in relation to student recruitment, fundraising and research/business engagement activity and wider global profile/reputation.

To develop the use of user-generated video content across multiple channels, including print and web, as part of the University’s content marketing strategy.

20%

3. To develop and run training workshops and information sessions for colleagues in Faculties, Schools and Departments on making the best use of social media to support local marketing and communications activity across the wider University.

To produce guidelines on social media and digital marketing and communications to support and enable colleagues managing social media across the University.

To work collaboratively with colleagues across External Relations and more broadly across the University in support of campaigns and initiatives and to contribute to project groups as required, leading and advising on digital and social media elements.

20%

4. To develop and support the University blog platform particularly in relation to student-generated content.

To develop the use of vloggers as part of the University’s content marketing strategy.

10%

5. To keep up to date with innovations and developments in digital and social media, particularly in relation to content marketing and new and emerging tools for a youth audience to ensure the ongoing effectiveness of the University’s digital activity.

5%

6. To oversee the work of the Digital Communications Officers and deputise for the Digital Engagement Manager, whenever necessary.

To undertake any other duties as required, relevant to the scope and scale of the role to support the wider External Relations team and University.

Examples include:

playing an active role in representation of External Relations in relevant meetings and task groups

Attendance at open days, higher education fairs and graduation ceremonies

attendance and input into project groups

5%

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representing the University externally by attending committee meetings or conferences as required

supporting with staff recruitment and other management related tasks.

Knowledge, Skills, Qualifications & Experience

Essential DesirableQualifications/ Education

Educated to degree level or equivalent.

Digital marketing or communications qualification or significant practical experience in the field.

Skills/Training Social media management skills including experience of at least one of the following tools: Hootsuite, Meltwater Buzz, Stackla, Storify and/or Socialbakers.

Use of social media tools such as Instagram, Tumblr and/or Snapchat as part of marketing and communications activity aimed specifically at a youth audience.

Video production skills including editing, filming, post-production and scripting/interviewing.

Knowledge and understanding of Google Analytics for measuring campaign success.

Excellent copywriting skills and strong proof reading skills.

Excellent interpersonal and communication (verbal and written) skills.

Ability to communicate with a range of people at different levels.

Strong presentation skills.

Project management skills.

The ability to work to multiple, tight deadlines and flexibility to work out of hours as required.

Knowledge and experience of Microsoft Office, including Outlook, Word and Excel.

Knowledge and understanding of international social media, such as Sina Weibo.

Web editing using a Content Management System (CMS).

Knowledge and understanding of pay-per-click and online advertising, including Google AdWords, retargeting and programmatic.

Experience Significant experience of managing social media channels for a large organisation.

Track record of creativity and innovation in social media and video

Experience of international social media.

Experience of working in an HE environment.

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work.

Experience of editing video content using Adobe Premier Pro or similar editing software.

Experience of running and managing blogs and developing an audience for blog content as part of marketing and communications activity.

Experience of developing and implementing marketing and communications campaign content plans aimed at a youth audience.

Experience of repurposing content for different platforms and utilising user-generated content to support marketing and communications campaigns.

Experience of developing and delivering training sessions and related supporting materials, including guidelines.

Experience of implementing paid campaigns via social media, including targeted advertising via Facebook and Twitter.

Experience of developing SMART objectives to measure campaign success and reporting on campaigns and broader social media and digital activity.

Experience of coaching/mentoring and supporting the development of colleagues.

Specific experience of managing and editing blogs on WordPress.

Experience of developing and running email marketing campaigns.

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Statutory/Legal Commitment to equal opportunities.

Understanding of issues relating to video and online production including creative commons/copyright/DDA/FOI etc.

Understanding of legal issues in relation to social media and digital marketing, e.g. data protection in relation to paid advertising, cookie policies, etc.

Understanding the importance of addressing and responding to the needs of different audiences.

Understanding the importance of confidentiality.

Ability to be diplomatic in sensitive situations.

Decision Making

i) taken independently by the role holderDay to day prioritisation of projects and opportunities.

Management of interdisciplinary projects.

Dealing with online queries/questions/comments and feedback.

ii) taken in collaboration with othersThe prioritisation of strategic projects/requests that involve significant time input and/or budgetary implications.

iii) referred to the appropriate line manager (please name) by the role holderIssues outside the scope of the post holder’s authority will be referred to the Digital Engagement Manager.

Additional InformationThis is an exciting and innovative role requiring strong knowledge and experience of digital and content marketing, with a particular focus on content and campaigns aimed at a youth audience. The role requires a broad skill set comprising strong editorial and copywriting skills, campaign planning and management, analytics, video production skills and knowledge of online advertising and paid promotion via social media. The role-holder will be the University’s specialist in social media in a marketing and communications context and will need to be confident, comfortable presenting and running training sessions and able to convey ideas and explain tools to colleagues who may not have the same level of knowledge.

The post holder will require creativity, flexibility, tenacity, the ability to work comfortably across teams and networks and will need an understanding of both traditional and online media.

The nature of the role means it will involve occasional out of hours work and an element of

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flexibility is therefore essential.

Head of School/Department (or nominee):

Tom Wright, Digital Engagement Manager

Date completed: 04/08/15

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