Social Media
I have more than seven years of experience managing social media accounts in the consumer product, arts, and higher education spaces. My approach to social media is rooted in a strategy based on the company’s mission and goals. I use key messages to develop content pillars that inform innovative content creation across multiple channels, including Instagram, Facebook, Twitter, YouTube, LinkedIn, and TikTok. To maintain strong social media communities, I pride myself on responding to comments and tags within 24 hours. I leverage state of the art data analytics to inform future strategy and content production, leading to measurable increases in target metrics.
Case Study: Keene State College
Annual Social Media Recap Report 2020
At the end of 2020, I built a report detailing overall strategy, channel successes, and key metrics for each account, including Facebook, Twitter, Instagram, YouTube, LinkedIn, TikTok, and Giphy. Key achievements include:
Channel growth rates outpace higher education industry average growth rates.
Average engagement rates exceed higher education industry average growth rates.
Viral “Choose Your Major” video created on TikTok has more than 100,000 views and 7,500 likes.
Instagram Student Takeovers
In the fall of 2018, I introduced the Owl Around Campus Instagram takeover series. The goals of the series are to give prospective students a glimpse into life as a Keene State Owl and showcase different student experiences. I have worked with more than 50 students on this ongoing project. Prior to fall 2020, the content was pre-filmed. However, giving students full access to the account increased engagement on takeover days by 50%. In addition, there were a lot more interactions and many prospective students applied and/or enrolled after getting their questions answered by real Keene State Students.
Instagram TV Videos
As many campus activities, events, and programming went virtual in 2020, Instagram TV became a key tool for communication. It also helped build engagement and created opportunities to collaborate with campus leaders. For example, the student presidents of KSC Democrats and KSC Republicans shared voting information for students, the Associate Vice President for Diversity and Inclusion went live on Juneteeth, and Keene State President shared COVID-19 updates throughout the year.
Celebrating Virtual Commencement 2020
The commencement ceremony for the graduation class of 2020 was sadly made virtual due to COVID-19. I launched a series of Instagram Story templates and an augmented reality graduation cap filter to help graduating students create small moments of celebration and reflect on their huge accomplishments. The templates were used by dozens of students and the filter has 1,900 impressions and 98 captures. In addition, two Instagram TV videos (a message from the community and a Commencement care package unboxing) kept the celebratory momentum going.
Getting it Right on TikTok
TikTok has become a key channel for Keene State College as its target audience matches the prospective student target demographic. Our most popular “Choose Your Major” video has more than 100,000 views and 7,500 likes. Our second most popular video features Keene State President Melinda Treadwell and has more than 17,000 views and 613 likes.