The objective is to increase the notoriety of Spain at an international level and greater empathy outside the country
MADRID, 9 Nov. (EUROPA PRESS) –
The Ministry of Foreign Affairs, European Union and Cooperation has outsourced the management of its different social networks for the next two years to the company Eurostar Media Group for almost 150,000 euros with the aim of increasing “Spain’s notoriety at an international level” and ” accentuate knowledge of Spanish foreign policy”.
This is stated in the formalization of the contract, to which Europa Press has had access, in which it is specified that Foreign Affairs will allocate 149,121.56 euros, taxes included. In total, the department headed by José Manuel Albares received two offers and “the most advantageous” was chosen. The contract could be extended a maximum of two times, for one year each.
Until November 1, the date the contract entered into force, the Ministry’s social networks on Twitter, Facebook, Instagram and YouTube depended on the General Directorate of Communication, Public Diplomacy and Networks, but now the winning company will be in charge of managing them , based on the communication strategy established by said management.
Specifically, Foreign Affairs has a profile on Facebook, three on Twitter (@SpainMFA (in English), @MAECgob (in Spanish) and @jmalbares), two on Instagram (exteriores.maec and jmalbares), one on Linkedin (the current minister), as well as a YouTube channel.
In addition, the Embassies, Consulates and Permanent Representations have “a wide range of profiles on social networks”, which are managed by each of them, but now they will have the support of the winning company, which will be in charge of “coordinating the communication policy” with them providing “advice and monitoring” of their accounts.
In this sense, Eurostar must propose a content management application that allows viewing a calendar of published and planned content as well as events; content search engine; top most successful content; documentation such as manuals and style guide; administration of user permissions; and scorecard. Likewise, it must “obtain the ‘feedback’ of the users” and transfer it to the Communication Department, in addition to presenting monthly activity and result reports.
The contract specification sets a series of minimum publications according to the social network. Thus, for Facebook, a minimum of five ‘post’ per day is expected, while in the case of Twitter there will be a minimum of nine in the profiles in English and Spanish. As far as Instagram and LinkedIn are concerned, there will be at least one daily post. All these contents will be made available to diplomatic missions.
The objective of all this is, first of all, to increase the notoriety of Spain at an international level, as well as that of the Ministry, in addition to accentuating knowledge of Spanish foreign policy and the consular services provided by the Ministry.
On the other hand, it is intended to respond to requests for information on the activity of the Ministry that are received through social networks as well as take advantage of the possibilities of interaction offered by social networks to “generate greater empathy and identification with Spain”.
To carry out all this task, Foreign Affairs suggests that a team made up of a minimum of three people is needed – an account director and two ‘community managers’ -, who are required to be bilingual in Spanish and English. The requirement of proficiency in English is justified “by the need for the projection and dissemination of information to be maximum” in the international arena through accounts in this language.
The two ‘community managers’ must have exclusive dedication during the duration of the contract and their substitution or change must be previously authorized by the Department of Communication of the Ministry.
