Social Media
I create and manage dynamic social media strategies that enhance brand visibility and engagement. By leveraging data-driven insights and creative content, I help businesses connect with their target audience, grow their online presence, and achieve their marketing objectives.
Social Media Video Campaign Series (May-June 2022)
Objective
To spotlight Cornell’s most groundbreaking inventors through two integrated social media campaigns, strategically aligned to National Inventors’ Month (May) and the inaugural Women Innovator Awards (June). The campaigns were designed to inspire internal audiences and amplify the visibility of Cornell innovations externally.
Key Actions
National Inventors’ Month
Identified inventors and technologies aligned with institutional goals and audience interest.
Repurposed existing long-form videos into short-form social-first assets (30–60 seconds).
Drafted accessible, engaging copy tailored to segmented audiences, including internal stakeholders and external industry partners.
Managed approvals with inventors and office leadership for content accuracy and tone.
Scheduled and monitored four posts, testing different days and times to optimize engagement.
Women Innovator Awards
Coordinated social strategy for a by-invitation hybrid event honoring three women innovators.
Created a consistent visual and narrative identity across 10 scheduled posts.
Uploaded and managed five YouTube videos (individual awardee spotlights, full livestream, and a short recap) as part of a curated playlist.
Wrote platform-specific copy and ensured message alignment across audience segments.
Oversaw final design and copy approval process to maintain campaign cohesion.
Achievements
Social reach: Combined impressions exceeded 1,800, with an average engagement rate of 4.9%, outperforming technology commercialization industry benchmarks.
Top performing post reached an engagement rate of 8.97%; another post earned over 980 impressions organically.
Video views: Women Innovator Awards playlist on YouTube gained 1.7K+ total views and helped earn new channel subscribers.
Campaign impact: The series highlighted both technical innovation and the human stories behind the science — reaffirming Cornell’s leadership in translating research into real-world impact.
CTL Social Media Growth and Engagement (2022–2024)
Objective
Grow CTL’s digital presence, increase engagement, and drive traffic through organic social media.
Challenge
With only ~300 followers and minimal engagement on LinkedIn in early 2022, CTL needed a scalable strategy to increase visibility and support licensing, commercialization, storytelling, and event efforts.
Solution
Developed an organic social media strategy:
Built and maintained a Trello-based content pillars calendar
Created branded visual templates aligned with university guidelines
Launched themed campaigns (e.g., Inventors’ Month, New Patents)
Engaged audiences through tagging, resharing, responding to comments, and event promotion
Collaborated across teams to align messaging with institutional goals
Achievements
Follower Growth: Grew LinkedIn following organically by 400%
Brand Awareness and Engagement: Generated over 538,000 impressions and more than 32,000 post interactions
Conversions: Tracked 11,000+ link clicks, including 9,000+ via shortened links and UTM coding, showing measurable success in driving interest to CTL’s licensing opportunities and events.
Consistent growth in reach, engagement, and post interactions year over year, thanks to content cadence and adapting to platform algorithm changes
