Social Media Specialist, Media Relations

3 months ago

Toronto, Canada Toronto Pearson airport Greater Toronto Airports Authority Full time

The Greater Toronto Airports Authority (GTAA) is a unique and dynamic place to work. Approximately 1,400 GTAA employees work non-stop with our partners and agencies to deliver a safe and welcoming airport experience at Canada’s leading global hub airport, Toronto Pearson.** **The impacts of the pandemic have been significant to our industry, yet we remain Pearson Strong and are realizing the opportunity to accelerate our Healthy Airport commitment**.** Join us on our accelerated journey in creating the airport of the future in a smart, healthy and profitable way.

**What's in it for you**

We offer our GTAA members amazing benefits, including retirement planning, group health benefits, employee assistance programs (EAP), paid leave, education and training, as well as recognition and rewards programs.

**Position Summary**:
Reporting to the Interim Manager, Media Relations and subsequently to the Associate Director, Media Relations, this position is broadly responsible for using Twitter and other social-media platforms to share day-to-day operational information that passengers want and respond to - information about the impact of weather delays, agency staffing shortages, IT incidents, baggage problems. The goal is to improve the passenger journey, correct misinformation and normalize operational challenges that are often taken out of context or misunderstood by the public.

**Key Accountabilities**:

- Anticipate stories that may result from real-time operations at the airport and supports SR&C’s communications team
- Quick to react and respond to online commentary, the social-media specialist can assess what might hit the news and how the airport can avoid negative publicity
- Build proactive campaigns by creating original designs or videos that are on brand and relevant to audiences
- Liaise daily with airport operations teams to support real-time information and provide regular updates to passengers, news media and other external audiences on ongoing issues related to on-time performance, and operational updates
- Work with airport operations in real time, to ensure that the airport is seen as a source of truth
- Implement GTAA’s social-media strategy, which includes generating, editing, and publishing daily content that provides information on key operations, responding to tweets by passengers, news media and other followers
- Implement the overall social-media communications strategy for Toronto Pearson, including brand, voice and tone for Twitter and LinkedIn channels
- Generate content for the GTAA Twitter channel and support a second Twitter channel to provide real-time information directly to select reporters and media outlets
- Develop creative assets (graphics and banners) for Twitter and LinkedIn, and able to produce videos for Instagram, Facebook and TikTok when needed
- Support the media relations team with their efforts to develop relationships with media outlets and improve their ability to respond daily with reporters
- Follow online conversations, interact with the public in an engaging way and use their expertise to build trust in Toronto Pearson and elevate its social-media presence
- Responsible for data analysis on social media trends, industry-related topics, and content opportunities to engage the public while supervising trending topics, issues, and online situations in need of crisis management for Pearson
- Conduct data analysis to tap into public sentiment and find unique ways to engage passengers with the brand via social channels. Report on campaign metrics and performance and provide recommendations for improvements
- Explore new social-media features, improvements, and platforms, with a focus on Twitter and LinkedIn and secondarily supporting creation on Instagram, Facebook, YouTube and TikTok
- Moderate all user-generated content online with the moderation policy for each community
- Work with internal clients and partners to drive alignment while making revisions and ensuring appropriate approval processes are followed
- Coordinate messaging between the GTAA’s media-relations team and Internal Communications groups and divisions
- Coordinate with other departments about new services, offerings and changes across the company that will impact messaging
- Monitor online activity to ensure that others, including PSRs, are using the company’s online tools and are following established guidelines and standard methodologies
- Design assets for social media channels, reviewing news posts daily and providing monthly reports
- Escort reporters in terminals. Take photos and use digital editing tools to optimize for social media
- Maintain and update contact lists for news media, agency contacts, airline and airport contacts and emergency plan contacts
- Build editorial calendars and schedule content
- Ad hoc support for corporate events as needed as well as other duties as assigned

**Qualifications**:

- University degree or three (3) year college diploma focusing on: pub

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