Social Media Work
I managed a public health organization’s social media accounts for a year and a half. I gained experience in social media copywriting, media monitoring, social media management, and social media graphic design.
Leadership Coverage
Role: Copywriter, media monitoring, content calendar management
Goal: Highlight ASTHO members and its leadership across Twitter and LinkedIn.
Description: ASTHO members are regularly featured in newspapers, blogs, webinars, press releases, and more. I monitored editorial calendars, tracked social mentions of members, and monitored news mentions of ASTHO members and its leadership team.
YouTube Refresh
Role: Manage YouTube uploads, lead thumbnail, and video titling strategy for ASTHO
Goal: Create a more professional-looking YouTube page for ASTHO.
Description: I set up processes to improve ASTHO’s YouTube presence. This involved creating more visually appealing thumbnails, optimizing video titles for SEO, standardizing the end cards on videos, creating playlists, and developing a strategy around which videos get listed. During the two years I managed the channel, subscribers increased by over 200%, from 230 subscribers to 800.
Before
After
COVID-19 TechXpo Promotion
Role: Social media copywriter, social strategist, lead on paid social media campaign on Linkedin
Goal: Increase registrants for TechXpo.
Description: Charged with creating a social media content strategy for the month leading up to the TechXpo. Also led live social media coverage of the event. Pre-event social media strategy consisted of 3-4 posts a week across Twitter, Facebook, and LinkedIn. Owned social media event coverage resulted in +100k impressions on Twitter and 5,000 on LinkedIn, whereas with earned social media, we saw event promotion from 13 different organizations, such as AWS and Guidehouse Health.
Social Media Content Calendar
Role: Social media planning
Goal: Create a system to plan and track social media posts.
Description: In 2021, ASTHO began using Monday.com. I developed a day-to-day social media content calendar to plan and track content for social media (40+ posts per week). While I no longer manage ASTHO’s social media, the social media team continues to use the content calendar for years after I developed it.
Social Media Change Story
Description: As part of a graduate school assignment, I wrote a change story, a narrative that centers on a main character and traces that character's evolution in relation to the brand. To the right, find a change story about how Duolingo shaped “Julia’s” relationship with her grandmother. The account is fictitious, but it is an exercise in using storytelling to help customers see themselves in a brand’s story.
America’s Test Kitchen Online Cooking School
Description: As part of a web writing and content strategy class, I drafted social media posts aimed at encouraging users to sign up for America’s Test Kitchen’s Online Cooking School. After reading about a study that found 39% of millennials wished they’d learned how to cook in school, I chose millennials (i.e., 27–42-year-olds) with an interest in food and cooking as a target audience. From left to right, you can find mock-ups of an Instagram post, Facebook post, and Facebook live stream.