• Social Media Program Manager

    Posted Date 3 weeks ago(11/19/2018 4:54 PM)
    Job ID
    2018-2804
    Location
    US-VA-Arlington
    Clearance Required
    Yes
    Other Clearance
    Top Secret or the ability to obtain a Top Secret
  • Position Description

    XLA is seeking an experienced Social Media Program Manager to work at our customer's offices  in Arlington, VA, specifically, Drug Enforcement Agency (DEA). The ideal Program Manager will posses a  range of creative and  technical skills to design, implement and evaluate content on the agency’s official social media platforms.  This individual must possess excellent organizational, interpersonal, oral and written communication skills, along with strong analytical abilities. This position requires creativity and attention to detail, and the ability to work independently, with the Staff, and with public affairs specialists at DEA locations across the U.S. and Puerto Rico. This position requires an active Top Secret Clearance.

     

    BACKGROUND

     

    The mission of the Electronic and Internal Communications section (CPE) is to inform the internal DEA audience about issues affecting their work and the DEA mission.  The section also informs the external audience about the important work DEA does every day.  CPE is responsible for 1) An agency-wide information program supporting requests for information and assistance with DEA’s drug law enforcement and regulatory mission; 2) Enhancing media, public, and governmental awareness of DEA objectives, programs, and accomplishments; 3) Coordinating content within DEA Headquarters and field offices; to include public announcements and news releases. One of the ways CPE works to implement DEA’s communications objectives is via social media strategies in support of DEA’s mission, policies, and goals. 

     

    OBJECTIVES

     

    One of CPE’s objectives is to communicate accurate and timely information about DEA to a variety of audiences via the internet using a variety of social media outlets. Currently, DEA operates social media accounts on Twitter, Facebook and LinkedIn; however this communications strategy has not realized its full potential as an integral tool to help DEA meet mission critical objectives.  CPE intends to develop a more robust, proactive and effective social media presence, while also developing and implementing a strategy to communicate DEA’s activities via social media to internal and external audiences.

     

    GOALS

     

    CPE wants to expand its presence on social media platforms, both those that DEA is currently on, and potentially others, to reach targeted audiences as part of an integrated communications and public relations strategy. The information/posts created on behalf of DEA should be attractive, interesting, timely reflective DEA’s values and mission and most of all, accurate.

     

    SCOPE OF WORK

     

    CPE is seeking an experienced and skilled individual to maintain and further develop its social media presence on social media platforms in a manner that publicizes DEA’s law enforcement, regulatory and demand reduction activities and increases the public’s awareness about the dangers of illegal drug use.

     

    Responsibilities of the social media program manager will include but are not limited to: social media content production, content coordination and distribution; managing social media accounts and policy compliance; social media strategic planning; teaching/training social media skills, and research/analysis/reporting.

      

    SOCIAL MEDIA  PROGRAM MANAGER

     

    The Social Media Program Manager’s primary responsibilities are to establish and implement the Drug Enforcement Administration’s communications goals to include Public, Congressional and internal audiences via social media strategies in support of the DEA mission, policies, and goals.  This individual shall produce, coordinate and distribute content through social media platforms and oversee the use of social media communication tools by others within DEA.  As well as participate in the creation of DEA’s strategic communication plan and develop a comprehensive social media campaign for Twitter, Facebook and LinkedIn that complements ongoing communications campaigns and agency-wide goals while also increasing DEA’s social media presence. 

     

    SPECIFIC TASKS/DUTIES

    • Separate from social media campaigns, develops individual creative, interesting social media content that appeals to DEA’s national/international audiences - content that builds interest/impressions/likes, etc. on Twitter, Facebook and LinkedIn. Among DEA’s goals – increase followers on all social media platforms by 20 percent within a year. 
    • Edit social media content created by others. 
    • Train others on the basics of using social media (primarily Twitter) and develops related training materials.
    • Create and maintain a social media calendar, which will include the workflow and the scheduling of social media postings using tools such as Sprout Social. 
    • Produces reports of social media activity for senior leadership from scheduling programs (like Sprout) as well as from native analysis functions in LinkedIn, Twitter, Facebook. 
    • Create and edit .gifs and short video for social media deployment, and develops professional looking still images/graphics/charts to illustrate posts/tweets. 
    • Use photo and video editing tools/software to create/manipulate photos and video clips for use on social media (such as Photoshop and Adobe Premiere) .
    • Incorporate Adobe Stock images and other graphic asset resources, including emojis, vectors, icons, etc., into social media posts. 
    • Conduct and/or manage live tweeting events such as press conferences, speeches, and community outreach events.

    Requirements

     

    Specific skills required

    Social Media Expertise

    • Knowing what type of content works best on what platform
    • Understanding how to optimize content based on platform
    • Ability to engage an audience through social posts

    Communication

    • Ability to effectively communicate orally and in writing.
    • Short and effective headline writing
    • Engaging introductions
    • Structuring text for easy only reading

    Visual Intelligence

    • General knowledge of design to create visually appealing graphics to complement posts
    • Ability to understand the types of images that work well on each social network
    • Ability to work collaboratively with professional government public information officers, web developers, still and video imagery specialists and graphic designers, photographers and videographers.

    Research

    • Ability to stay up-to-date with the ever-changing world of social and digital media
    • Ability to research trending DEA topics (emerging drug trends, drug scheduling, initiatives, etc.) and other Federal government topics
    • Ability to create web content that supports writing/graphics/reporting content for major public events (like DEA’s Red Ribbon Week or DEA’s National Prescription Drug Take Back Imitative) and for the DEA.gov and other related public-facing websites.

    Flexibility

    • Ability to adapt to the changing requests for posts
    • Ability to try out new features and change things up based on new trends and analytics

    SEO Knowledge (preferred but not required)

    • Experience incorporating SEO into a social media strategy to attract a larger audience, while driving traffic to DEA’s websites.

     

    Strongly desired abilities 

    • Basic graphics/editing ability
    • Experience with journalistic writing style
    • Familiarity with drug law enforcement at the federal level
    • Ability to work on multiple projects simultaneously
    • Ability to work within a content review and approval process for creative content.
    • Familiarity with creating and deploying press releases, the media relations process, the conduct of press conferences, and how to integrate social media with other agency online content.

    Other

    • Demonstrates professional behavior in all relationships; actively listen to and address stakeholder concerns promptly.
    • Works on multiple projects simultaneously
    • Performs other related duties as assigned.

     

    EDUCATION AND EXPERIENCE

    The Social Media Specialists education and experience must include, but not be limited to the following:

    • Minimum of two years of experience in developing, deploying and evaluating social media content.
    • An undergraduate or graduate degree in communications, journalism, marketing public relations, social media or similar is desirable.
    • Experience working in conjunction with other social media coordinators/specialists.
    • A current Top Secret Clearance.
    • Familiarity with Adobe Creative Cloud applications such as Photoshop, Adobe Acrobat, Adobe Stock, Adobe Premiere, etc.)
    • Experience using social media management tools such as Hootsuite, Sprout Social, etc. manage workflows and approval of content as well as scheduling of posts on various social media platforms.
    • Experience planning, organizing and implementing programs and proposals that integrate content and content production resources across a broad spectrum.
    • Experience in creating/reviewing accessible web content that complies with the Section 508 Amendment to the Rehabilitation Act of 1973.
    • Familiarity with the human resources recruiting process, specifically with how LinkedIn works to amplify recruiting campaigns and USAJobs postings.
    • Experience managing and increasing the social media presence of organizations with small to medium numbers of followers.
    • Experience developing synergies between postings/presence on multiple social media platforms, and between various social media outlets and websites of an organization.
    • Experience using paid social media buys, and the ability to target those resources effectively.
    • Experience working within occasionally restrictive, federal government regulated social media environments while understanding those sensitivities (i.e. no responding to tweets, restrain with opinion/use of sensitive information).

     #ZR

     

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