The Ministry of Foreign Affairs outsources the management of its social networks

The diplomat

The Ministry of Foreign Affairs, European Union and Cooperation has outsourced the management of its various social networks over the next two years to the company Eurostar Media Group for nearly 150,000 euroswith the aim of increasing “the notoriety of Spain at the international level” and “to make Spanish foreign policy better known”.

This is indicated in the formalization of the contract, to which European press had access, which specifies that the Ministry of Foreign Affairs will allocate €149,121.56, 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, when the contract entered into force, the ministry’s social networks on Twitter, Facebook, Instagram and YouTube depended on the Directorate General for Communication, Public Diplomacy and Networks, but now it is the winning company that will manage it, based on the communication strategy defined by the Directorate General for Communication, Public Diplomacy and Networks.
Specifically, the The Ministry of Foreign Affairs has a Facebook profile, three on Twitter (@SpainMFA (in English), @MAECgob (in Spanish) and @jmalbares), two on Instagram (exteriores.maec and jmalbares), one on Linkedin (that of the Minister current), as well as a YouTube channel.

In addition, 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 responsible for “coordinate the communication policy” with them, provide “advice and monitoring” of their accounts.

Eurostar will have to offer a content management application which will make it possible to view a calendar of published and planned content and events; a content search engine; the most successful content; documentation such as manuals and style guides; administration of user permissions; and a score card. He will also have to “collect user feedback” and send it to the Communication Department, as well as submit monthly activity and results reports.

The specifications establish a series of minimum publications according to the social network. Thus, for Facebook, a minimum of five daily posts is expected, while in the case of Twitter, there will be a minimum of nine in the English and Spanish profiles. As with Instagram and LinkedIn, there will be at least one post per day. All of this content will be made available to diplomatic missions.

The objective of all this is, in the first place, to increase the international visibility of Spain, as well as that of the Ministry, in addition to raising awareness of Spanish foreign policy and the consular services provided by the Ministry.

On the other hand, the objective is to respond to requests for information on the activities of the ministry received through social networks, as well as to take advantage of the possibilities of interaction offered by social networks to “generate greater empathy and identification with Spain.

In order to carry out this task, the Ministry of Foreign Affairs proposes that a team of at least three people – an account manager and two community managers – is necessary, who must be bilingual in Spanish and English. The requirement for proficiency in English is justified “by the need for maximum projection and dissemination of information” on the international scene through reports in that language.

The two community managers must work exclusively for the duration of the contract and their replacement or change must be authorized in advance by the Department of Communication of the Ministry.


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