Social Media Strategy
Idealist.org, 2022 - Present
BRAND CHALLENGE
As the first social media hire for the global nonprofit job site, Idealist.org, I was tasked with leading strategic social media operations and revitalizing the brand’s stagnant presence across online channels. Responsible for managing 7 platforms with a combined following of over 375,000, I was eager to refresh the brand strategy, break down internal silos, and create a unified organizational vision.
STRATEGIC SOLUTION
After completing a social media audit, competitive research, current and target audience identification, and meeting with senior leadership and internal teams, I set the vision and purpose for each social platform, guided by clear social media marketing S.M.A.R.T. goals that aligned with our business objectives.
To scale our brand accounts and expand our audience reach and engagement, I created and managed a social content ecosystem, built from a new internal cross-functional social media calendar, social media brand and style guide, content pillars, and platform-specific strategies. Prioritizing short-form videos, original content, emerging trends, best practices, and experimentation, Idealist increased the frequency and quality of content across all channels. I developed a robust and proactive community engagement and management plan, monitoring all online brand mentions while fostering relationships with new and existing followers.
In addition to creating, curating, and managing all social content, I lead as one of the main brand faces in producing engaging TikToks, Instagram Reels, and Facebook Reels. To integrate user-generated content (UGC) into our content strategy, I developed organic and paid UGC strategies, as well as a paid content creator program and an employee advocacy program for LinkedIn.
Lastly, I created a reporting structure that would provide detailed profile and performance updates on a monthly, quarterly, and annual basis. Using digital tools like Hootsuite, Sprout Social, Mixpanel, and Google Analytics, I regularly deliver strategic recommendations to internal teams and senior leadership, fueled by data, best practices, trends, cultural context, and social listening.
