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POSITION DESCRIPTION
Ministry of Environment
POSITION TITLE:
Social Media & Outreach Officer
DIVISION:
(e.g., Division, Region, Department)
Climate Action Secretariat
UNIT:
(e.g., Branch, Area, District)
Climate Action Outreach
APPROVED CLASSIFICATION
SUPERVISOR’S TITLE:
SUPERVISOR’S CLASSIFICATION:
Communication Officer 18
Manager, Green Communities
Business Leadership
POSITION
NUMBER(S):
LOCATION:
00100171
Victoria
CLASS CODE
POSITION
NUMBER:
PHONE NUMBER:
00099405
250.356-7487
PROGRAM
The Climate Action Secretariat (CAS) is the central Government agency responsible and accountable for meeting the
Province of British Columbia’s greenhouse gas reduction targets by coordinating climate action activities across
Government and with stakeholders. The Secretariat has a mandate to ensure an innovative, coordinated and effective
approach to climate action in British Columbia. The Secretariat is responsible for leading climate change policy efforts
across government; leading and engaging the broad public sector, municipal and regional efforts to achieve carbon
neutrality, leading international, national and regional initiatives to promote trans-boundary approaches to climate action;
conducting engagement and outreach with British Columbians; working with industry to promote low carbon business
opportunities; and setting research priorities and promoting a better understanding of the impacts of climate change. The
work of the Climate Action Secretariat has significant economic and financial implications for British Columbia through
such activities as carbon pricing and the development of multi-million dollar international carbon markets.
PURPOSE OF POSITION
The Social Media and Outreach Officer:
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Develops and implements communications and outreach strategies to support climate action and the
LiveSmartBC brand,
Leads the coordination of on-line and social media content management including the LiveSmart BC and Climate
Action Secretariat (CAS) websites, Flickr, facebook, twitter and the BC Climate Leaders site,
Administers social networks and social media accounts and ensures social media engagement strategies are
integrated with other web communications,
Ensures effective and consistent planning, delivery and evaluation of online communications,
Coordinates overall on-line analysis, maintenance and reporting in order to ensure the websites meet the needs
of users and comply with government and ministry policies and standards, and
Writes content that meets communication goals of the organization.
NATURE OF WORK AND POSITION LINKS
The Social Media and Outreach Officer works with a high degree of independence to manage two complex websites.
The position is required to maintain a high level of knowledge of on-line publishing software, government and ministry online standards and social media guidelines, and acts as the CAS expert for website development and management.
As the CAS on-line expert, the position supports major web projects, engagement initiatives and client electronic
information needs by providing key recommendations regarding web page display and design and emerging
technologies. The position provides web-authoring guidance for the creation of dynamic web pages, including the
presentation of video, audio and graphics. The Web Projects Officer provides advice and assistance to CAS regarding the
steps necessary to meet established and emerging web policies and standards.
The position requires an understanding of climate change and current provincial climate action initiatives.
This position requires direct interaction with CAS management, CAS staff, Government Communication and Public
Engagement (GCPE), Corporate Data and Web Services (CDWS), the Ministry of Environment Information Management
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Branch (IMB) and partner ministries. To fulfil its responsibilities and achieve the goals and objectives of CAS, the position
must develop and maintain these relationships for the following purposes:
CAS: Executive Directors, Directors, Managers, Program Staff – to administer the web approval process; to
determine communications and marketing requirements; to ensure website content is accurate and current.
Ministry of Environment: GCPE – to collaborate on the development and implementation of information and
engagement strategies and to ensure coherence with the Minister’s communication strategies and ministry policies; to
acquire approvals for new web content.
Ministry of Environment: IMB – to discuss potential and current systems projects for the CAS website, resolve related
issues and serve as the first point of contact for maintenance issues.
Citizens' Services – to discuss potential and current systems projects for the LiveSmart BC website, resolve related
issues and serve as the first point of contact for maintenance issues.
Partner ministries (e.g. Energy and Mines, Transportation, Small Business, Technology and Economic Development) –
to collaborate on the development and implementation of information and engagement strategies; to ensure accuracy of
information regarding climate action projects that are managed in other ministries.
SPECIFIC ACCOUNTABILITIES / DELIVERABLES
1. (55%) Coordinates overall on-line and social media content management and program delivery.
a) Consults with Executive Directors, Directors, Managers, program staff, and partner ministries to understand online communication requirements and needs.
a) Identifies opportunities and strategies for promoting the LiveSmart BC and CAS websites, in addition to new
social media outlets.
b) Writes and/or edits original or drafted program content.
c) Identifies story ideas and conducts interviews for feature content on LiveSmart BC and @Work.
d) Coordinates and implements weekly content refresh on LiveSmart BC, RSS feed and on-line platforms.
e) Ensures that all on-line content is current and accurate – removing and archiving content as required.
f) Coordinates on-line communication of key secretariat programs in a timely fashion.
g) Updates Climate Action Inventory with custom tool upon submission of provincial climate action projects.
h) Creates graphics for illustrations, banners, footers and navigational elements and optimizes for web presentation;
seeks assistance of GCPE personnel for special graphics requirements.
i) Ensures content meets government quality standards.
j) Formats and publishes on-line content to test environment and arranges program and GCPE content approvals
before publishing to the production environment.
k) Liaises with CDWS and IMB personnel to ensure structural and design changes within LiveSmart BC and CAS
websites are consistent with technical policies.
l) Identifies, analyzes, and works with the CDWS and IMB personnel to diagnose and resolve strategic and
technical challenges that affect the ability of the websites to respond to client needs.
b) Liaises with IMB and CDWS to collaborate on the development and implementation of special on-line projects.
c) Monitors and analyzes web/social media data and traffic to refine content and design; reports monthly statistics to
senior management.
d) Ensures strategic site navigation is maintained to maximize effective web and social media communications.
e) Participate in Ministry of Environment Web Steering Committee and provide input into overall MoE web strategy.
2. (30%) Contributes to CAS outreach strategy development and implementation.
a) Identifies outreach and engagement opportunities and strategies to promote the LiveSmartBC brand and to foster
climate action across BC in order to contribute to CNG & CAO branch outreach strategy development.
b) Supports implementation of CNG & CAO and broader CAS outreach, including communication materials.
c) Coordinates using on-line tools and social media to enhance, promote and support the programs and services of
the Climate Action Secretariat.
d) Liaises with GCPE personnel to collaborate on the development and implementation of outreach strategies to
ensure enhancements are consistent with ministry strategies and policies.
m) Handles social network promotion and support including administrative tasks, technical support, site
maintenance, content development and engagement for the BC Climate Action Leaders community.
e) Contributes to social media content posts (blogs, tweets, facebook updates, Flickr and youtube images, etc.)
4.
(15%) Supports issues management.
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a)
b)
c)
d)
Ensures effective acknowledgement of stakeholder feedback.
Prepares correspondence from Minister/decision makers.
Supports preparation of briefing and information notes for Minister.
Identifies relevant issues and items of interest from media clippings.
FINANCIAL RESPONSIBILITY
No financial responsibility.
DIRECT SUPERVISION (i.e., responsibility for signing the employee appraisal form)
# of Regular FTE’s
# of Auxiliary FTE’s
Directly supervises staff
0
0
Supervises staff through subordinate supervisors
0
0
Role
PROJECT /TEAM LEADERSHIP OR TRAINING (Check the appropriate boxes)
# of FTE’s
Role
Supervises students or volunteers
Lead project teams
# of FTE’s
Role
0
Provides formal training to other staff
5
Assigns, monitors and examines the work of staff
2-5
SPECIAL REQUIREMENTS
TOOLS / EQUIPMENT
Standard office tools and equipment (MS Word; MS Excel; MS PowerPoint; MS Outlook).
SharePoint. Adobe Acrobat/Reader. Photoshop. Dreamweaver. Content Management System (Interwoven).
WebTrends. Google Analytics. HootSuite. Igloo Software.
WORKING CONDITIONS
Standard office environment.
WORK EXAMPLES
COMMENTS
PREPARED BY
NAMES:
DATE:
Colleen Sparks
July 7, 2011
EXCLUDED MANAGER AUTHORIZATION
I confirm that:
1. the accountabilities / deliverables were assigned to this position effective: July 7, 2011.
2. the information in this position description reflects the actual work performed.
3. a copy has / will be provided to the incumbent(s).
NAME:
SIGNATURE:
Colleen Sparks
Director Carbon Neutral Operations &
Climate Action Outreach
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DATE:
July 7, 2011
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STAFFING CRITERIA
EDUCATION AND RELATED EXPERIENCE:
 University degree in communications, journalism, social sciences, or related field, and 3 related years or
 Diploma in same fields and 5 years of related experience; or
 Other relevant equivalent combination of formal education, training or experience totalling 7 years may be considered
RELATED EXPERIENCE MUST INCLUDE:
 Outreach and engagement specifically related to change management or community based social marketing;
 Social media and online communication tools (such as blogs, twitter, facebook, SharePoint, IGLOO, Flickr) and
interest in emerging technologies;
 Web publishing software and computer graphics related technologies including Dreamweaver, Interwoven Content
Management System, HTML, Cascading Style Sheets (CSS) and Photoshop;
 coordinating content for complex outreach and corporate websites, including writing for an online audience; and
 Experience finding and establishing technology and on-line solutions for clients.
KNOWLEDGE
 Knowledge of website/social media development, design, navigation, publishing.
 Knowledge of government web/social media standards and guidelines.
 Knowledge of web/social media usability best practices.
 Knowledge of the value of the web/social media as a communications tool.
 Knowledge of website security and quality assurance.
 Knowledge of secretariat and ministry culture, operations, organization and overall business.
 Knowledge of climate change and government climate change initiatives.
 Knowledge of outreach/engagement theory and practice including community based social marketing.
SKILLS/ABILITIES
 Excellent written communications skills, including superior editing and proof-reading skills.
 Ability to be thorough with a strong attention to detail.
 Ability to write to plain language standards.
 Ability to manage large websites, including the organization of website content, structure and file management.
 Ability to develop content, archiving, and change management policies and procedures.
 Ability to conduct ongoing experimentation with emerging technologies and formulate response strategies.
 Ability to assess strengths and weaknesses of current web implementation.
 Ability to explain technical web development concepts to a variety of staff and clients.
 Ability to exercise tact and deal objectively with sensitive, confidential or polarized issues.
 Demonstrated commitment to quality and service excellence.
 Research and analytical skills to investigate, research, assess and integrate corporate, other ministry and stakeholder
interests, and identify potential business solutions.
 Evaluation and judgment skills to identify corporate priorities, handle sensitive issues, and identify appropriate
strategies to meet the unique and diverse interests of a variety of stakeholders.
COMPETENCIES
The shared values of the BC Public Service are: Teamwork, Service, Courage, Curiosity, Accountability and Passion.
SPECIFIC POSITIONAL COMPETENCIES
Analytical Thinking is the ability to comprehend a situation by breaking it down into its components and identifying key
or underlying complex issues. It implies the ability to systematically organize and compare the various aspects of a
problem or situation, and determine cause-and-effect relationships ("if...then…") to resolve problems in a sound, decisive
manner. Checks to ensure the validity or accuracy of all information.
Commitment to Continuous Learning involves a commitment to think about the ongoing and evolving needs of the
organization and to learn how new and different solutions can be utilized to ensure success and move the organization
forward.
Improving Operations is the ability and motivation to apply one's knowledge and past experience for improving upon
current modes of operation within the Ministry. This behaviour ranges from adapting widely used approaches to
developing entirely new value-added solutions.
Planning, Organizing and Co-ordinating involves proactively planning, establishing priorities and allocating resources.
It is expressed by developing and implementing increasingly complex plans. It also involves monitoring and adjusting
work to accomplish goals and deliver to the organization's mandate.
Problem Solving/Judgement is the ability to analyze problems systematically, organize information, identify key factors,
identify underlying causes and generate solutions.
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