Description:
Working under the guidance and support of the Social Media Manager, Institutional Communications, the Digital Communications Officer will design and execute social media campaigns using a range of skills including copywriting, photography/video, graphics, fact-checking, proof reading, content planning, monitoring, segmentation and analysis. The Digital Communication Officer will implement a strategy to drive audience engagement across the University's central platforms.
Primary Responsibilities:
- Participate in the development and implementation of policies and new initiatives that support the strategic direction of the unit.
- As administrator of the central social media accounts, provide professional communications and public relations expertise in order to build and enhance the University’s relationship with internal units and external organizations.
- Prepare communications for major events, campaigns, announcements, international events, and student activities.
- Produce monthly analytics for the central social media channels, analyzing relevant data and metrics, identifying new technologies and trends. Oversee and automate unit analytics
- Analyze and evaluate the user experience across multiple channels and touch points. Produce, monitor and report regularly on operational and success KPI’s.
- Meet with clients to determine and advise on social media requirements. Review best practices and provide training
- Manage photo shoots: contact photographer, select location and obtain approval. Take photographs, manipulate images with visual editing software as needed.
- Lead on University-wide photo/media library, being point of contact and resource to the University.
- Identify and develop communication material and visual packages for flagship events (Convocation, major university announcements etc)
- Participate in and provide expertise in social media marketing, advertising, livestreams and promotional activities.
- Provide professional expertise and advice on a variety of digital communication strategies in support of the objectives of the unit. Provide guidance to the McGill community on the selection of tools to use related to social media.
- Plan, conceptualize, prepare and disseminate information and perform specialized internal and external communications assignments
- Act as back-up "Social Media Officer" to sit on Emergency Operations Committee to provide timely and important information in case of emergency.
- Monitor social media platforms and media coverage, providing crisis communication advice. Leverage both traditional and digital media outlets strategically.
- Facilitate and lead large monthly meeting for University social media managers, including overseeing logistics, invitations, and all necessary equipment, material and audio-visual equipment. Ensure speakers or special guests are contacted and prepared for sequence of activities and timeline.
- Record detailed minutes at meetings, make decisions and ensure follow-up and implementation of agreed decisions.
- Administer and curate the University channel on YouTube
- Design and maintain sites on mcgill.ca, including writing content
- Manage a directory of university-wide social media accounts and audit university accounts.
- Create, produce, edit videos for social media Create, produce daily news digest
- Hire, schedule and train units and students for social media activities (takeovers).
- Liaise with internal units and external organizations for campaigns.
- Participate at meetings, make recommendations and provide solutions.
- Create social media avatars for faculties and departments.
- Manage and schedule content using platforms like Hootsuite, Loomly, or other social media planning and management tools to ensure consistent and strategic posting across channels.