@RutgersCareers
Social media strategy and community engagement
In less than one year, I transformed the Rutgers University Career Services department's social media presence (@RutgersCareers) by growing engaged social communities on Instagram, LinkedIn, Facebook, Twitter, and YouTube. My efforts ultimately resulted in continuous positive trends such as:
Adding over 1,200 new Instagram followers
Quadrupling monthly Facebook reach
Increasing monthly Twitter impressions by nearly 40k
Gaining university-wide recognition in multiple campus media outlets.
Essentially starting from scratch, we lacked strategy, organization, data, staff, workflow infrastructure, and content. I started with data. After auditing each existing account as well as the department's competitors, I conducted a S.W.O.T. analysis to determine where my efforts were most needed. I implemented a robust monthly data-collection initiative, collecting data from a variety of sources, including Hootsuite reports, insight tools native to each platform, customized tracking links, surveys, Google Analytics, and student focus groups.
I then developed a monthly social media content calendar specifically designed to engage the target audiences, Rutgers University students and alumni. Such content included photography, videos, gifs, polls, and contests like the “Rutgers Epic Intern Contest.” I also developed the department's most successful social media campaign called “Just Hired Fridays.”
Moreover, I communicated and elevated the department's brand in messaging and visuals by creating nearly all graphical and written content. I also changed the department's handles to @RutgersCareers, creating a cohesive presence across all platforms. I created a company LinkedIn account as well, in addition to a handful of specialty LinkedIn groups meant to foster engagement for the department's more specialized programs. Additionally, I fostered mutually beneficial relationships with social media managers from other departments and student organizations at the university, vastly expanding University Career Service's network and reach.
Finally, I successfully lobbied for a new Digital Marketing Intern, a student role which I wrote the description for and then supervised. After, I streamlined my team's workflow with the project management software, Freedcamp, and social media management software, Hootsuite.
