Social Media Consultant

Contract

This is a No grade contract. More about No grade contracts.

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Purpose of the consultancy

The purpose of the consultancy is to develop a Regional Social Media ‘Framework’, ‘Plan of Action’ and ‘Organizational Structure’ to streamline and enhance the social media platforms, approaches and capacity in the WHO Eastern Mediterranean Regional Office and WHO Country Offices in the Region.

Background

Health has a high profile globally and is recognized as an issue of security, development, and human rights. Today the World Health Organization is regularly in the international spotlight, it is a respected and trusted advisor for health information. WHO communication teams play a large role in shaping and maintaining that reputation, it requires diligent attention especially in the era of social media, where digital rumours can start and spread quickly.

Studies show that digital communications is growing faster in the Middle East and North Africa Region than anywhere else in the world**. Two drivers include the Region’s young population (more than half are under the age of 30) and high smartphone penetration. By the end of the decade, it is estimated that two-thirds of mobile connections in the region will be smartphones. By all accounts this trend shows no sign of slowing. Already more young populations in the Arab world say they get their news daily on Facebook than TV news channels, online sources or print, and half of them watch YouTube daily.

Given the health challenges facing the region, convincing young people to adopt healthy habits early could significantly reduce the risk of communicable and noncommunicable diseases. Social media gives WHO EMR a natural place to engage to share this information and position WHO as a trusted adviser in this young generation. But currently, WHO/EMRO does not have adequate resources to engage strongly on social media in the Region, so there are many missed opportunities with sharing health information and a real risk that other organizations may take WHO’s role as the place younger people look to for health advice.

Moreover, with the emergence of new trends of communicable disease such as COVID-19, If WHO/EMRO wouldn’t have a systematic approach to feed policy makers and public with its evidence-based messages on social media, the public may be exposed to misleading information that may have tragic impacts on public health. Taking these factors into account, developing a Regional social media framework and enhancing social media capacity across the Region is top priority and a necessary investment for WHO/EMRO.

* This consultancy position is continuation of a Social Media consultancy project that started amid COVID-19 response. The selected consultant will be provided with the existing reports and background documents.

** https://scholarsbank.uoregon.edu/xmlui/handle/1794/23036

Planned timelines

Start date: 15 February 2021

End date: 30 April 2021 (subject to further extension)

Work to be performed

OUTPUT 1: Comprehensive analysis of social media performance through handling the Regional corporate platforms and monitoring****** the WCO accounts

During the course of consultancy, the consultant will be involved in providing technical input/advice and handling the current WHO/EMRO social media platforms, developing variety of social media content (when deemed necessary) with the intention of exploring, piloting, analysing and documenting impact of different social media approaches/products and ultimate goal of identifying the most optimal Region-specific solutions.

The consultant will provide technical input/advice or develop social media content (when deemed necessary by supervisors) as well as ‘monitoring** reports’ for corporate, programme and emergency communications events and campaigns (including COVID-19 response) to find out opportunities and challenges pertaining to social media coverage of corporate/programme communications activities and products. The consultant may also propose and be involved in expanding social media platforms at the Regional and Country levels, when deemed necessary.

Deliverable 1.1: Provide technical input/advice or develop social media content (when deemed necessary by supervisors) for WHO/EMRO social media platforms, using creative and innovative approaches and techniques.

Deliverable 1.2: Conduct regular monitoring** and analysis of trends and impact of social media posts (including COVID-19 related content) to guide regional planning and improvement.

Deliverable 1.3: Review the look and bio information of WHO/EMRO and WCO corporate accounts as well as senior management’s personal/professional accounts and provide advice on how to make them consistent with WHO/UN social media policies and best practices.

*****Social media monitoring is the process of identifying and determining what is being said about a brand, individual or product (i.e. WHO in the context of this consultancy) through different social and online channels.*

OUTPUT 2: Situation Analysis and Needs Assessment

The consultant will conduct a desk review of selected social media frameworks and policy documents from WHO and selected UN agencies/other partners. The consultants then will design a standard questionnaire to guide a series of need assessment calls/exchanges with participation of all communications officers in the country offices as well as technical departments, programme and emergency communications teams and also the supporting units (Web, Graphics, Editorial/Translation units, etc). The aim of this exercise is to:

• Make an assessment analysis of social media capacities/needs at RO and WCOs in light of the new streamlined approach to Strategic Communications in WHO/EMRO in GPW13 and Vision 2023
• Identify major WHO social media processes and products to be included in a social media ‘framework’ and ‘plan of action’.
• Examine the existing social media procedures to identify overlapping processes and replace them with streamlined, harmonized and standard approaches and SOPs.

Deliverable 2.1: Submit an updated situation analysis report

OUTPUT 3: Landscape Analysis Brief & Presentation

With the information compiled from the needs-assessment, the consultant will put together a brief that summarizes the current WHO social media situation in the Region. What is being accomplished with the current resources and how beneficial is that? Where are the gaps from insufficient resources? What is the impact of those gaps on the responsibilities of the organization and on the public health response to the various communities in the Region? Where can gains be made with improved mobilization, coordination and collaboration? Reflect on mechanisms and resources other WHO ROs and partner organizations have put in place to deliver social media services that EMR is not delivering effectively.

Deliverable 3.1: Develop and make an updated presentation summarizing these findings to present to Director/CRP for his consideration

OUTPUT 4: Focus Group Sessions and Consultative Workshops

The consultant will support conducting in-person or virtual focus group sessions with communications officers from across EMR, relevant technical leads, and others who should be involved in brainstorming ways to strategize and improve social media activities in EMRO/EMR.

Taking the recommendations and outputs from the internal focus group discussions, the consultant shall expand the conversation to include communications experts from other WHO Regional Offices and Headquarters as well as key partner organizations in the Region as determined by EMRO in form of physical or virtual consultative workshops.

Deliverable 4.1: Recommend how the social media opportunities and challenges can be addressed with current and expected resources across WHO network in the Region.

Deliverable 4.2: Identify key elements of a social media framework: Goal, Objectives, Target Audience, ensuring they are tied into the greater WHO Regional Strategic Communications Framework

Deliverable 4.3: Draft the Regional ‘Social Media Framework’ and ‘Plan of Action’, built upon input from internal workshops as well as recommendations and ideas presented by external experts during the consultative workshop

OUTPUT 5: Drafting the Regional social media Framework and Plan of Action

Analysing the thought process and recommendations from the needs assessment, the internal focus group sessions and the consultative workshop with partners and key stakeholders, produce the draft social media Framework and Plan of Action focusing on the policies, SOPs, the intended audience and what functions/resources are needed to deliver this work.

Deliverable 5.1: Submit the final draft of social media Framework and Plan of Action including Region-specific social media guidelines and SOPs

Deliverable 5.2: Propose optimal structural setting that can best deliver the social media content at WHO/EMRO and WCOs

OUTPUT 6: Building social media Capacity at Regional and Country level

Throughout the course of consultancy, the consultant will develop social media training materials and plan/support/conduct in-person and virtual capacity building workshops, clinics and webinars for managerial/communications/technical/admin staff members.

Deliverable 6.1: Conduct a Region-specific social media training module in English and Arabic languages

Deliverable 6.2: Prepare a standard social media induction package for the new staff members

Deliverable 6.3: Develop a social media brief and guidelines for personal accounts of WHO staff members in collaboration with Staff Association

Required Qualifications

Education:

University degree in communication, journalism, public relations, digital media or other related fields of disciplines.

Experience:

At least Five years of relevant professional work experience in managing corporate social media platforms, developing social media plans, and designing corporate social media content and SOPs. The work experience should include similar assignments at national and international level, preferably for the United Nations system.

Skills / Technical knowledge

• Deep knowledge and hands-on experience in utilizing major social media platforms, tools, applications and cotemporary digital trends.
• Thorough knowledge and experience in social and digital media monitoring methodology and metrics.
• Technical and practical experience in developing and implementing social media frameworks, guidelines and SOPs
• Knowledge of WHO’S communication goals, visions, positions, policies, guidelines and strategies.
• Knowledge of UN policies and strategy to address international humanitarian issues and the responses.
• Knowledge of communications and social media trends and needs in the context of the WHO Eastern Mediterranean Region

Language

Expert lingual competency in English – lingual proficiency in Arabic will be an asset

Location

WHO/EMRO

Medical clearance

The selected Consultant will be expected to provide a medical certificate of fitness for work.

Travel (If travel is involved, a medical certificate of fitness for work will be required.)

All travel arrangements will be made by WHO – WHO will not be responsible for tickets purchased by the Consultant without the express, prior authorization of WHO. While on mission under the terms of this consultancy, the Consultant will receive subsistence allowance.

Visas requirements: it is the consultant’s responsibility to fulfil visa requirements and ask for visa support letter(s) if needed.

Remuneration and budget (travel costs excluded) Remuneration: National consultant (NOC level) and International consultant (P3 Level)

Additional Information section

• This vacancy notice may be used to identify candidates for other similar consultancies at the same level. Only candidates under serious consideration will be contacted.
• Renumeration is in line with WHO applicable consultant payment rates
• Successful candidates will be included in the roster for consideration for future contractual engagement via a consultancy, as they become available. Inclusion in the roster does not guarantee any future contractual relationship with WHO
• A written test may be used as a form of screening.
• If your candidature is retained for interview, you will be required to provide, in advance, a scanned copy of the degree(s)/diploma(s)/certificate(s) required for this position. WHO only considers higher educational qualifications obtained from an institution accredited/recognized in the World Higher Education Database (WHED), a list updated by the International Association of Universities (IAU)/United Nations Educational, Scientific and Cultural Organization (UNESCO). The list can be accessed through the link: http://www.whed.net/. Some professional certificates may not appear in the WHED and will require individual review.
• For information on WHO's operations please visit: http://www.who.int.
• WHO is committed to workforce diversity.
• WHO has a smoke-free environment and does not recruit smokers or users of any form of tobacco.
• Applications from women and from nationals of non and underrepresented Member States are particularly encouraged.
• WHO's workforce adheres to the WHO Values Charter and is committed to put the WHO Values into practice.
• Consultants shall perform the work as independent contractors in a personal capacity, and not as a representative of any entity or authority. The execution of the work under a consultant contract does not create an employer/employee relationship between WHO and the Consultant.
• WHO shall have no responsibility whatsoever for any taxes, duties, social security contributions or other contributions payable by the Consultant. The Consultant shall be solely responsible for withholding and paying any taxes, duties, social security contributions and any other contributions which are applicable to the Consultant in in each location/jurisdiction in which the work hereunder is performed, and the Consultant shall not be entitled to any reimbursement thereof by WHO.