Social Media
I have more than 8 years of experience managing professional social media accounts. During my tenure at WakeMed, I introduced new strategic approaches to delivering a wide variety of content - our account grew and our monthly engagement rates were typically anywhere from 5 - 9% which is well above industry standards. At Downtown Cary Park, I have continued to utilize my social media expertise to build our brand and spread the word. Since I began working at the Park our Instagram following has grown by more than 368% and we have had several posts go viral.
My Approach
I believe that social media is one of the most effective marketing tools for all businesses and organizations. You have complete control over the branding, imagery, voice and content. Some businesses and brands approach social media as another check box - throwing up a quick text-ridden Canva graphic. That is not enough these days. My goal on social media is to create authentic, engaging content that your followers (and soon-to-be followers) want to see.
Reels
I introduced Reels into WakeMed’s social media strategy in July 2021. Since then Reels have become the most impactful form of content on Instagram and have very powerful reach. At Downtown Cary Park, some Reels have been responsible for gaining several hundred followers and amassing nearly several thousand plays. Read this case study about a specific Reel and its success. I love generating creative Reels and think they are truly a game changer for marketers with limited budgets. View all Downtown Cary Park Reels here.
Education
Social media is a powerful way to educate the public and spread awareness of important issues. Throughout the COVID-19 pandemic WakeMed successfully utilized social media to share information about the virus, vaccination and more.
Marketing Campaign Elements
This post, and others that were similar, were a part of Lextran’s “We move people” campaign. It was positively received and was picked up organically by local media outlets in Lexington, KY. Part of the success of this post was achieved through adding paid dollars behind it. A little can go a long way when it comes to boosted posts.
Storytelling and Humanizing
Humanizing a brand is a crucial goal of mine when it comes to social media strategy. Showing the people and the places behind the name is so impactful and helps people connect with your organization.
Reporting
Reviewing analytics monthly is an important step in any social media strategy. I create reports each month for all platforms, discuss highlights, and talk about what is and is not performing. Then I or my team can decide how to refine approaches in those areas.