Social Media Listening & Measurement

Job #:
req17671

Organization:
World Bank

Sector:
Communications

Grade:
GF

Term Duration:
4 years 0 months

Recruitment Type:
International Recruitment

Location:
Washington, DC,United States

Required Language(s):
English

Preferred Language(s):

Closing Date:
6/9/2022 (MM/DD/YYYY) at 11:59pm UTC

Description

Do you want to build a career that is truly worthwhile? Working at the World Bank Group provides a unique opportunity for you to help our clients solve their greatest development challenges. The World Bank Group is one of the largest sources of funding and knowledge for developing countries; a unique global partnership of five institutions dedicated to ending extreme poverty, increasing shared prosperity and promoting sustainable development. With 189 member countries and more than 120 offices worldwide, we work with public and private sector partners, investing in groundbreaking projects and using data, research, and technology to develop solutions to the most urgent global challenges. For more information, visit www.worldbank.org
External and Corporate Relations Vice-Presidency (ECR)

The mission of External and Corporate Relations (ECR) is to help deliver financial and political support for the World Bank Group, strengthen the Bank Group's role as a global thought leader in development by enhancing and safeguarding its reputation, and supporting operational teams to achieve country outcomes. ECR manages corporate communications and global engagement with key stakeholders, including media, civil society, foundations, private sector, donor countries, and international organizations, as well as employee engagement. ECR also manages strategic communications for the World Bank's Regions and Global Practices and leads the management of reputation risk.

GENERAL DESCRIPTION

The External and Corporate Relations Editorial and Digital (ECRED) group manages the World Bank external corporate presence and reputation through its digital platforms: creating distinct content that supports the mission of the Bank, serving as governing body to ensure all Bank digital properties meet quality standards, and measuring the impact of communication through research, insights and analytics.

The Communications Officer for Social Media Listening and Measurement works with communication professionals across the institution to measure and evaluate the impact of World Bank's communication approaches in a tangible and actionable way. S/he leads the World Bank social media research and listening practice and performs advanced key message penetration analysis in news media for corporate priorities. S/he builds capacity across the organization on the strategic use of social media and news media analytics for communication planning.

We are looking for an enthusiastic and self-motivated individual with demonstrated experience in communications measurement and evaluation, with a specialization on social media analytics and research, and profound knowledge of news media messaging analysis. The ideal candidate has prior professional experience in a PR or marketing agency, has worked with not-for-profit clients and has hands-on experience in the measurement and evaluation of communications (i.e., practical application of the Barcelona Principles and AMEC's Integrated Evaluation Framework). S/he has demonstrated hands-on experience with a leading social media listening tools (e.g. Talkwalker, Brandwatch, Sprinklr, NetBase Quid, etc.) and has demonstrated experience in data analysis, visualization, and reporting.

Responsibilities

Social Media Listening

• Leads the World Bank social media listening and social media research practice.
• Monitors and reports social media activity on a wide array of issues including corporate priority areas (vaccines, climate, debt, food security) and reputational risk to inform communication approaches in a tangible and actionable manner.
• Performs audience research in social media to discover preferences and trends, define audience groups and develop audience personas.
• Identifies and monitors influencers and key stakeholder activity in social media, and recommends outreach and content strategies to increase reach and engagement around World Bank priorities
• Measures social media campaigns and channels and provides actionable recommendations to improve performance.
• Oversees Talkwalker internal user community and builds capacity in the use of the platform to integrate insights from social media research into communication planning.
• Manages the World Bank platform for social media listening (currently Talkwalker) including governance, vendor management and training.

Communications Measurement & Evaluation

• Works with, and proactively reaches to, communications teams across the Bank to measure and evaluate the impact of World Bank's communication efforts.
• Provides meaningful insights, in alignment with communications objectives, as well as insightful and actionable recommendations for communication's strategy optimization.
• Champions the implementation of the World Bank's Measurement and Evaluation Framework and advocates for increased adoption of measurement best practices including logic frameworks and Theory of Change models.
• Performs quantitative and qualitative analysis of the World Bank's coverage in the media for corporate priorities, codes and records evaluation results in structured data sets.
• Establishes Bank-wide measurement and reporting standards and Key Performance Indicators (KPIs) across channels for paid, earned, shared, and owned media.
• Builds capacity across the Bank on communications M&E and coordinates the internal community of Communication M&E Champions.
• Understands and stays abreast of the latest developments in the World Bank's work within key thematic areas of corporate importance, as well as new communications initiatives.

Selection Criteria

Education:

• Master's degree with 5 years of relevant experience in a relevant discipline (communication, marketing, public relations, or other related fields).

Technical and Interpersonal Skills:

• Fully proficient (expert level) in the use of social listening tools (Talkwalker, Brandwatch, etc) including developing complex queries using Boolean Logic search terms, filtering, tagging and creating compelling and insightful dashboards and reports.
• Demonstrated experience in communication measurement and evaluation in a PR or marketing agency setting and/or in not-for-profit organizations.
• Strong familiarity with measurement techniques and analysis tools across other communications channels, including news media (Signal, Factiva, Meltwater etc.), web platforms (Adobe Analytics/Google Analytics) and others.
• Excellent analytical skills and experience in evaluating large volumes of social media data to derive concise insights and practical recommendations to optimize communication approaches. Experience in news media monitoring and analysis will be a plus.
• Advanced proficiency in data analysis and visualization tools and software (Excel, Power BI, PowerPoint, Tableau, etc.)
• Awareness of WBG priorities and ongoing reputational risks and issues will be a plus.
• Excellent communication and writing skills.
• Excellent interpersonal abilities that build long-term, trust-based relationships with communication teams across the World Bank.

World Bank Group Core Competencies

The World Bank Group offers comprehensive benefits, including a retirement plan; medical, life and disability insurance; and paid leave, including parental leave, as well as reasonable accommodations for individuals with disabilities.

We are proud to be an equal opportunity and inclusive employer with a dedicated and committed workforce, and do not discriminate based on gender, gender identity, religion, race, ethnicity, sexual orientation, or disability.

Learn more about working at the World Bank and IFC, including our values and inspiring stories.