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, management, and 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.
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.
YouTube Refresh
Before
After
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. The 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 5k on LinkedIn, while earned social media coverage included event promotion from 13 organizations, including AWS and Guidehouse Health.
COVID-19 TechXpo Promotion
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 continued to use the content calendar for years after I developed it.
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, a Facebook post, and a Facebook live stream.
America’s Test Kitchen Online Cooking School
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.
