Social Media Officer

Penny Appeal is a UK-based international humanitarian charity founded in 2009, dedicated to transforming small change into a big difference for those in need. Operating in over 30 countries, including the UK, we deliver sustainable development programmes and emergency relief, guided by our values of compassion, justice, and empowerment.

**Overview**:
The Social Media Officer will play a key role in managing and growing Penny Appeal’s online presence across all major social platforms. Reporting to the Director of Communications, this role will be responsible for creating engaging content, managing campaigns, and building relationships with our online community to increase awareness, engagement, and donations.

Working collaboratively with the wider MarComms and Fundraising teams, the Social Media Officer will ensure all digital content reflects Penny Appeal’s brand, values, and humanitarian mission. The role requires creativity, data-driven decision-making, and a passion for storytelling within the charity and humanitarian sector.

**Content Creation and Management**:

- Plan, create, and schedule engaging multimedia content (posts, videos, reels, stories) across social media platforms including Facebook, Instagram, X (Twitter), TikTok, YouTube, and LinkedIn.
- Collaborate with design, video, and communications colleagues to produce high-quality, on-brand visuals and messaging.
- Ensure all content aligns with Penny Appeal’s campaigns, values, and tone of voice.
- Write compelling copy that inspires engagement and donations.

**Campaigns and Strategy**:

- Support the planning and delivery of social media campaigns aligned with fundraising, advocacy, and awareness goals.
- Work closely with the Digital Marketing team to support paid social campaigns and track performance.
- Contribute to the development of the annual social media strategy and content calendar.

**Community Engagement**:

- Monitor, moderate, and respond to comments and messages promptly and professionally.
- Build positive online relationships with supporters, partners, influencers, and ambassadors.
- Identify and engage with trending topics and opportunities relevant to Penny Appeal’s mission.

**Analytics and Reporting**:

- Track, analyse, and report on social media performance using tools such as Meta Business Suite, Hootsuite, and Google Analytics.
- Use insights to refine content and improve engagement metrics.
- Present monthly performance summaries to the Communications leadership team.

**Compliance and Brand**:

- Ensure all content adheres to safeguarding, data protection (GDPR), and brand guidelines.
- Stay up-to-date on social media trends, algorithm changes, and best practices in the charity sector.

**Qualifications**:
**Must-Have**:

- Proven experience managing social media channels for a brand, charity, or organisation.
- Excellent written and verbal communication skills with a creative flair.
- Strong understanding of major social platforms and content creation best practices.
- Experience using scheduling and analytics tools (e.g., Hootsuite, Later, Sprout Social).
- Ability to work flexibly, including occasional evenings or weekends during campaigns.

**Desirable**:

- Experience in the charity, humanitarian, or non-profit sector.
- Knowledge of digital fundraising or online advocacy campaigns.
- Basic graphic design or video editing skills (Canva, Adobe Creative Suite, CapCut).
- Awareness of influencer marketing and partnerships in a charity context.

**Skills & Competencies**:

- Creative and strategic thinking with a proactive approach to storytelling.
- Strong organisational and time management skills.
- Excellent teamwork and interpersonal skills.
- Ability to interpret analytics and translate insights into actionable improvements.
- Sensitivity to cultural and humanitarian issues.

**Safeguarding & Compliance**:
All staff must adhere to Penny Appeal’s safeguarding policies, data protection regulations, and Charity Commission requirements. This role involves responsibility for upholding the highest ethical and professional standards, ensuring that all actions reflect our values of compassion, justice, and empowerment.

**Equal Opportunities**:
**Job Types**: Full-time, Permanent

Pay: £22,000.00-£24,000.00 per year

Work Location: In person