Job Specification

Position Title:
Manager Social Media
Job Code:
M0905E - Communication42
Job ID:

Purpose :

To plan, implement and provide corporate oversight of the social media program for the Ontario Provincial Police (OPP).

To conduct ongoing analysis, quality assurance and training to ensure adherence to OPP social media policies and overall priorities and strategic directions.

To coordinate the development of social media communications and to provide public affairs expertise for contentious/complex initiatives and to provide advice to senior managers on social media communication strategies to address significant issues and events.

Key Responsibilities :

1. Provides corporate oversight of the social media program and strategy for the OPP. Establishes and implements an OPP social media policy and monitors/ensures compliance with Police Orders and OPP Media Relations Standard Operating Procedures (SOPs). Explores and forecast new/emerging social media platforms.

2. Monitors trends in social media forums, alerts program areas to potential issues and provides advice on potential mitigation strategies. Prepares social media forecasts and develops campaigns. Determines appropriate response to public posts. Develops corporate responses for major events and during emergency/emerging events.

3. Provides group leadership to the Social Media Operators (SMOs) in the Provincial Operations Centre (POC) including establishing goals and priorities, input to performance appraisals including coaching and mentoring, identifies training and development needs and provides ongoing feedback and support.

4. Advocates the use of new technology as a key communications and promotion tool for meeting communication objectives and business solutions related to the delivery of ministry policy/program initiatives and relevant corporate objectives. Provides expert and advice and consultation to senior management on the most effective application of new media technology.

5. Leads change for continuous improvement of new media with a focus on the strategic alignment of communication products and services.

6. Manages the development and implementation of internal communications strategies and products (ministry newsletter and other staff bulletins) using the use of social media and the internet/intranet to keep OPP staff connected to policy and political decisions affecting their work.

7. Plan and manage the creation, production and distribution of OPP creative service products, including (but not limited to) social media, publications and audiovisual materials in support of the OPP's corporate communications objectives and ensuring an effective day-to-day operation.

8. Oversees opportunities to utilize the organizations social media platforms to provide promotional information on the organizations programs, and to develop linkages with other ministries and with community organization in a user-friendly manner.

9. Provides training and guidance to OPP members who use social media in their roles in developing effective strategies to leverage social media as an effective tool for communication and engagement, as well as providing training, support and direction on the technical knowledge of utilizing social media platforms.

Managerial Responsibilities :

1. Leads and manages a team(s) in the delivery of a program or service operation and contributes to financial, business, strategic planning and evaluation processes.

2. Identifies financial, material and human resources needs, manages and controls the operational/program/project or activities budget. Contributes to long term financial and resource planning.

3. Promotes a values-based and inclusive team through employee engagement, communicating program deliverables, setting and evaluating performance standards, recommends merit increases, identifies staffing needs, and makes hiring decisions, recommends discipline where required, and promptly addresses employee relations matters.

4. Develops and sustains internal and external stakeholder relationships to coordinate shared interests.

5. Responsible for ensuring compliance with regulatory, legal, financial, collective agreements and ministry policy commitments and advising senior management of sensitive issues/matters.

Factors :

Knowledge :

OPP/Ministry strategic directions, policies, programs and service delivery models, to provide operational management of a program area, service or initiative, to determine and plan for program resource requirements and to ensure alignment of programs/projects with corporate, division and branch goals and objectives.

Human resources practices, policies, directives and collective agreements in relation to recruitment, training and development and labour relations to support an inclusive and engaged team; address employee issues and to support talent management.

OPP/ministry financial and administrative procedures, to manage and control allocated financial and material resources, including developing annual budgets, and managing assets and contract service providers.

Expertise in project management principles and methodologies to manage the delivery of program plans, initiatives and goals.

Communications principles and practices to develop the technology component of communications strategies for public education and outreach initiatives. In depth understanding of government/Ministry communications objectives and political imperatives to ensure effective implementation of new media technologies and to further communications objectives and government policy direction.

Ministry objectives, policy initiatives and business/program content and structures to provide advisory services to ministry clients. Knowledge of corporate publishing policies, procedures and standards (language guidelines, visual identity) to ensure ministry website materials meet government requirements.

Corporate publishing policies, procedures and standards (language guidelines, visual identity, graphic design and printing) to ensure ministry website materials meet corporate requirements.

Print, broadcast and web media monitoring services to monitor social media coverage impacting the organization. Social media platforms and uses for organizational communication (e.g. Facebook, Twitter, Instagram) to provide overall direction and quality control to unit staff and SMOs, to assess emerging social media trends and technologies, and to promote use of social media in the OPP.

Computer applications and design theories and practices to provide direction and leadership to unit staff responsible for designing, developing and implementing effective social media programs, as well as other members throughout the OPP who utilize social media in their roles.

Program Responsibility :

Responsible for developing and managing OPP internal communications program to provide information to OPP employees in a decentralized structure and assist in meeting corporate objectives.

Responsible for coordinating and managing the delivery of the OPP's social media program, including quality, accuracy in subject matter, OPP/Ministry position, tone, messaging and integrity of materials/messaging produced and information provided to/from OPP/Ministry program areas, and on behalf of the Commissioner/Minister, and occasionally the Premiere.

Responsible for supporting the OPP's social media program via creative services to support OPP social media communications activities, OPP events strategies, the OPPs annual report and other communications, and graphic design service to support the OPP's social media communications activities.

Responsible for designing and implementing timely and efficient social media programs in concert with internal partners.

Analytical Thinking :

Assesses emerging trends and industry developments of new media publishing systems that will support the delivery of ministries program and policy priorities and corporate objectives.

Analyses pros and cons of delivery and the potential impact, in a proactive manner to arrive at a number of sound recommendations. Analyses current processes and identifies opportunities for continuous improvement and the resulting impact on key performance measures, resource allocation, and cost benefit to make process improvements.

Applies problem solving skills to manage large and complex web operations of multiple social media platforms/websites based on client need.

Planning / Coordinating :

Coordinates and plans the delivery of a program, operation, service or project considering the strategy and mandate of the Bureau/OPP.

Determines financial, material and human resources needs, coordinates operations with other areas of the Bureau/OPP, and organizes work to meet program objectives. Participates in divisional results based and strategic planning, processes.

Coordinates consultation and advisory meetings relating to program/service initiative with external and internal stakeholders, partners and consultants.

Coordinates and executes a communications implementation strategy to promote the benefits of adapting new media technology and successfully implementing the approaches as new ways of doing business.

Plans, manages and coordinates the creation, production and distribution of OPP creative service products, including (but not limited to) publications and audiovisual materials in support of the OPP's corporate communications objectives and ensuring an effective day-to-day operations.

Administration and project management coordination for the implementation and development of the OPP's social media platforms/websites.

Manages the activities of the unit in development of new media products and services and technical coordination of social media technologies.

Leadership/Guidance :

Manages its team(s) by communicating values, strategies, expectations, and promotes an engaged and inclusive environment.

Ensures that identified organizational standards and operational goals are met by: contributing to succession planning; establishing performance standards; conducting regular performance management reviews; recommending merit increases; determining the organization of the work unit and by building individual and team competencies

Identifies and recommends staffing needs, conducts recruitment and selection activities, manages orientation/training, develops remedial plans; addresses employee/labour relations/employee matters.

Independence of Action :

Works under the general direction of the Director and within the framework of OPP/Bureau policies, directives, guidelines and objectives.

Exercises independence of action in participating and providing program/service recommendations as a member of the management team. Provides expert opinions/briefings, advice to Senior Command on identified and emerging issues impacting program or service goals, outcomes or efficiencies.

Exercises discretion and independent judgement to determine and manage work activities where past practices may not exist.

Exercises extensive discretion and judgment in leading the development of OPP strategic framework for the implementation of complex social media systems.

Applies judgment to resolve complex problems, develop policies and provide advice/support for decision making on the types of web operations required while consulting with senior management, IT colleagues, Cabinet Office Communications, Office of the Premier on proposed new social media platforms, trends and practices.

Makes decisions in dealing with sensitive and often confidential materials prior to their public release, dealings with Ministry-funded agencies and associations, and in providing advice to the Minister, Deputy Minister and others as to the most effective methods to promote often sensitive issues to a variety of audiences in a way which is seen to be appropriate and cost-effective.

Proposes change for new social media platforms/systems, continuous improvement and focus on strategic alignment of new media approaches adapted by the OPP.

Interpersonal/Communication :

Writes project plans and proposals to support decision-making and the development of social media policies. Writes/edits social media content.

Liaises with Cabinet Office, clients and areas throughout the OPP, to build a forum for information exchange, to relate to the complexities of social media to non-technical audiences to provide advice to senior management.

Provides advice and support to OPP senior managers in the development and implementation of new products to promote and communicate program policies and initiatives, and to manage social media projects.

Communicates with social media managers in other ministries to exchange information on corporate policies /standards, and to coordinate social media and content strategies.

Physical Effort :

Most of the time is spent in an office environment with frequent opportunity to move about. Occasionally, moves/lifts light objects.

Sensory Effort :

Requires visual attention and concentration in writing and editing variety of correspondences.

Working Conditions :

Work is performed in a typical office environment.

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