Global: Social Media Consultancy - UNHCR

Social Media Consultancy: Terms of Reference

Overall purpose

UNHCR’s Division of External Relations (DER) in Geneva is looking for a consultant with expertise in the development and use of Social Media platforms. Reporting directly to the Head of the Electronic Publishing Unit (EPU), the consultant will bring with them at least 3 years experience in the field of Social Networking and Web 2.0 interactive platforms such as Facebook, MySpace, Google Earth, YouTube, Flickr and Twitter. A proven track record of creative and innovative thinking is required as is the ability to bring fresh ideas to new public awareness and fundraising initiatives planned by UNHCR during 2009/2010. We are looking to fill this consultancy position immediately and it will run until the end of 2009.

Background

Since the end of 2007, UNHCR has started and intensified its activities on social media platforms. Particular emphasis has been placed on Facebook, Facebook causes, Twitter, MySpace, Youtube and Flickr. 2008 was a year mostly concentrated on internal buy-in and was an experimental year to test community reactions to certain flows of information and to engaging the staff in contributing. Two major campaigns were launched on-line last year which have triggered an increase of viewers and members mostly in Youtube, Flickr and Facebook by 200%. 2009 will be a year to consolidate strategy and membership and mainstream information and contribution flow from UNHCR staff around the world.

Objectives
1. Utilize Social Media platforms to raise awareness of UNHCR and create emotional engagement and a willingness to help.
2. Reach out to a younger audience on the internet and convey a positive image of UNHCR and its people of concern.
3. Communicate Social Media (internally) as an essential and contemporary communication channel.

Responsibilities
1. Manage and develop UNHCR’s Social Media presence.
a. Coordinate with DER’s units (Communication Group, Public Affairs, Private Sector Fundraising etc.) to develop and maintain UNHCR’s Facebook and MySpace pages with content (particularly during campaigns).
i. Promote UNHCR campaigns on Facebook and MySpace – Social
Media drives traffic to campaign landing pages and to the UNHCR website: www.unhcr.org
ii. Enable user interaction on Facebook and MySpace – invite ‘fans’, ‘friends’ and cause supporters to support the agency by taking various types of actions.
b. Assist the Video Unit in managing UNHCR’s YouTube presence. Use the platform in the same way as for a.i’ and ‘a.ii’ above.
c. Coordinate and implement the uploading of UNHCR operations to Google Earth.
i. Collecting, selecting and editing material and transforming it into Google Earth style (photos, text, video);
ii. Coordinate with four different departments (fundraising, media, public relations and mapping unit) to develop pop-up windows on the Google Earth platform;
iii. Coordinate with graphic design unit and public relations unit on lay out;
iv. Objective: have all major operations of UNHCR uploaded in Google Earth by 2010 (10 to 12 operations. Currently 3 are uploaded).
d. Assist the Photo Unit in managing UNHCR’s Flickr presence. Use the platform in the same way as for ‘i’ and ‘ii’ above.
e. Monior trends in Social Media and respond to developments.
f. Explore ways to use Twitter as a swift external communication channel.

2. Build the capacity of offices and staff to utilize Social Media.
a. Create and distribute a primer for using Social Media as a campaign tool in general, and primers for using specific Social Media platforms (such as Facebook, MySpace, YouTube, Flickr and Twitter) in particular.
b. Educate offices and staff as necessary.
c. Set up workshops and training sessions.

3. Establish and manage partnerships with central actors in Social Media.
a. Manage existing partnerships with major actors in Social Media.
i. Continue working with Social Media key players, such as Facebook, to promote and enhance UNHCR’s campaigns on Social Media.
b. Seek to partner with major actors in Social Media.

4. Set a long term strategy for Social Media.
a. Monitor UNHCR’s presence on Facebook, MySpace, YouTube, Flickr and Twitter and produce statistical reports on usage, demographics, visitor and campaign activites
b. In collaboration with the Head of Public Affairs and the Head of the Electronic Publishing Unit, plan Social Media activities for UNHCR campaigns
c. Set reasonable goals based on 4b. and benchmark with other organization operating on Social Media platforms.

Applicants should send their CV with a covering letter to: [email][email protected]