Achiziții de bunuri și contractări de servicii

1. BACKGROUND

‘Strategic Communication and Support to Mass Media in the Republic of Moldova’ (hereafter StratCom or Contractor) is a four-year project funded by the European Union (EU). The overall objective of the project is to support the successful implementation of democratic reforms in the Republic of Moldova by increasing the visibility of the EU and its assistance to the country, thereby contributing to a stable, prosperous, and democratic future for all its citizens.

Within the current information environment, social media platforms play a critical role in shaping public perceptions and attitudes. These Terms of Reference (ToR) aim to support the StratCom project in enhancing its social media strategy and implementation, with a strong focus on dominating key platforms (especially TikTok and Telegram), developing impactful, audience-centric messaging, and increasing public confidence in democratic governance and European integration.

To achieve this, the StratCom project seeks a highly skilled Social Media Expert capable of providing strategic guidance, content planning, narrative development, and hands-on support for social media communication.

2. SCOPE OF ASSIGNMENT

The selected Contractor (hereafter the Expert) shall provide strategic and operational social media expertise to the StratCom project (hereafter the Beneficiary).

The assignment will focus on:

• Strengthening the Beneficiary’s presence and performance on social media channels, while ensuring coherence with other social media platforms where relevant;
• Developing effective counter-narratives to disinformation and propaganda;
• Crafting engaging, resonant messaging that speaks to Moldovan audiences and reinforces trust in democratic institutions and European integration.

The Expert shall:

• Analyse the current social media landscape in Moldova, with emphasis on narratives, influencers, and audience behaviour;
• Identify dominant disinformation and propaganda narratives and propose strategic communication responses;
• Develop or refine the Beneficiary’s social media strategy, including platform-specific approaches, tone of voice, content formats, and posting frequency;
• Propose content concepts and storytelling approaches tailored to Moldovan audiences (including youth and undecided segments);
• Advise on best practices for increasing reach, engagement, and credibility on social media;
• Work in close coordination with the Beneficiary to:
  a. Define key messages, themes, and target audiences;
  b. Align social media activities with broader communication campaigns;
  c. Adjust messaging in response to emerging narratives or information risks.

At the start of the assignment, the Beneficiary will provide relevant background information, existing strategies, and guidance necessary for the proper fulfilment of the task.

3. TIMING OF THE ASSIGNMENT

January 2025 – August 2027.

4. DETAILS OF THE ASSIGNMENT AND DELIVERABLES

Upon request and receipt of duly authorized instructions, the Expert shall provide the following deliverables:

• An inception brief outlining the proposed approach, priority platforms, key risks, and opportunities;
• A platform-specific social media strategy, including:
  • Audience segmentation;
  • Core narratives and counter-narratives;
  • Recommended content formats (video styles, visuals, captions, calls to action);
• A content and messaging framework aimed at promoting democratic values, EU support, and European integration in a credible and relatable manner;
• Monthly or quarterly strategic advisory notes highlighting trends, emerging narratives, and recommended adjustments;
• Ad-hoc strategic input for major campaigns, high-visibility moments, or crisis communication situations;
• Optional support in reviewing or refining specific social media content before publication (upon request).

The Expert shall:

• Deliver all outputs according to the agreed schedule;
• Provide practical, actionable recommendations rather than purely theoretical analysis;
• Respond promptly to ad-hoc requests related to emerging narratives or urgent communication needs;
• Incorporate feedback from the Beneficiary into subsequent deliverables.

Inputs:
The Beneficiary will:

• Provide access to relevant communication materials and social media accounts (where appropriate);
• Share campaign plans, priorities, and timelines;
• Provide feedback on submitted deliverables.

5. REQUIREMENTS FOR CONTRACTORS

The Expert must meet the following criteria:

• Be a legally registered entity or an individual legally eligible to provide consultancy services;
• Have at least five years of professional experience in social media strategy, digital communication, or strategic communication;
• Demonstrate proven experience with social media, including content strategy and audience growth;
• Have relevant experience working on counter-disinformation, strategic communication, public diplomacy, or governance-related communication;
• Demonstrate experience working with international organizations, development projects, public institutions, or NGOs;
• Possess strong analytical and writing skills in English; knowledge of Romanian and/or Russian is a strong asset.

The Expert shall participate in coordination and review meetings with the Beneficiary, when required.

6. EVALUATION

The award of the contract will be made to the offer determined to be:

• Technically responsive, compliant, and acceptable; and
• Having received the highest combined score based on the pre-defined weighted technical and financial criteria.

7. SUBMISSION OF OFFERS

Interested candidates are invited to submit the following documents:

• Profile of the consultant/company (max 2 pages), highlighting relevant experience and suitability for the assignment;
• CV of the proposed expert(s);
• Brief description of similar assignments or case studies (links/examples where available);
• Financial quotation indicating the proposed monthly fee or daily rate.

The bid, as well as all correspondence and documents relating to the bid, shall be written in English. All financial information should be provided in Euro.

The full package must be sent by email at: anastasia.chistol@eu4moldova.eu no later than December, 30, 2025, COB.
Please mention in the subject line: “Provision of SOCIAL MEDIA EXPERT SERVICES”.