Social Media Expert

1. Background

Within the framework of the project “Economic strengthening and social stability of vulnerable local and displaced communities in South Lebanon” implemented by the Association for the Development of Rural capacities (ADR) in partnership with in partnership with Fundación Promoción Social (FPS) together with the Spanish NGO AIDA, ADR aims to establish an online platform dedicated to supporting entrepreneurs, particularly women and youth entrepreneurs, through accessible digital learning and information resources.

The platform will serve as an interactive knowledge hub providing free educational materials, practical tools, and guidance related to financial literacy, accounting and financial management tools, women protection, digital marketing and social media use, legal and administrative information for startup businesses, and other entrepreneurship-related resources.

As part of this initiative, ADR seeks to recruit a qualified expert to develop educational content related to the effective use of social media as a marketing and communication channel for small businesses and entrepreneurs.

2. Objective of the Assignment

The objective of this assignment is to develop practical, simplified, and entrepreneur-friendly educational materials that support small business owners in effectively using social media platforms for marketing, communication, visibility, and customer engagement.

The content should be adapted to entrepreneurs with varying levels of digital literacy and written in clear and accessible Arabic language.

3. Scope of Work

Under the supervision of ADR, the expert will be responsible for:

• Assessing the needs of small businesses and entrepreneurs regarding social media use and digital marketing
• Developing simplified educational content in Arabic suitable for online learning and self-paced consultation
• Preparing practical guidance materials related to:
  • Introduction to digital marketing for small businesses
  • Overview of major social media platforms (Facebook, Instagram, WhatsApp, TikTok, etc.)
  • Creating and managing business pages/accounts
  • Content creation basics (photos, videos, captions, storytelling)
  • Branding and visual identity basics
  • Customer engagement and communication
  • Social media posting strategies and scheduling
  • Basic advertising and boosted posts
  • Online sales and customer outreach
  • Ethical and safe use of social media
  • Common mistakes and practical recommendations
• Developing practical explanatory videos and case studies
• Preparing simple tools and tips sheets adapted to small-scale and home-based businesses
• The expert shall preferably develop original educational content and tools specifically adapted to the objectives of the platform and the Lebanese context. In cases where existing materials, tools, or external resources are used or adapted, the expert must provide proof of authorization, licensing, or permission allowing their use, adaptation, and publication on the platform.
• Coordinating with ADR team to ensure consistency with the platform structure and target audience
• Revising and adapting materials based on ADR feedback

 4. Expected Deliverables

The expert shall deliver:

• Inception note/work plan outlining methodology and proposed content structure
• Educational content in Arabic language
• Simplified written materials adapted for online publication
• Practical tools, templates, and guidance sheets
• Frequently Asked Questions (FAQs) section
• Examples and case studies relevant to small businesses in Lebanon
• Final revised version of all materials after ADR feedback
• Editable source files of all developed materials

5. Required qualifications

The expert should possess:

• University degree in Marketing, Communication, Business Administration, Digital Media, or related field
• Proven experience in social media management and digital marketing
• Experience working with SMEs, entrepreneurs, NGOs, or development projects
• Experience in developing training or educational materials is an asset
• Excellent Arabic writing and communication skills
• Ability to simplify technical concepts for non-specialized audiences