Social Media Management

Yale University

One-woman team managing Yale’s top-level accounts (2015–present)

  • LinkedIn (290K followers), Facebook (1.3M), Twitter (550K), Instagram (500K)

  • Began management of Instagram in Sept. 2019. Average likes per post increased by 38%

  • Supervise team of five student photographers and an archival image researcher

  • Continually survey dozens of Yale social accounts and those of peer institutions

  • Monitor and report on media climate and trends relevant to higher education

Healthy Yale

  • Conceptualize and build COVID-19 campaign materials aimed at multiple student audiences

  • Translate rapidly evolving public health priorities—resulting from focus groups, health data, and administrative concerns—into Instagram Story content suited to the platform

News Content

  • Identify stories created by colleagues across the university and collaborate to edit headlines and images to maximize engagement and traffic. Conceptualize original content with photographers / videographers

Crisis management

  • Scan the media landscape of news and trends, to preempt potential crises

  • In response to high-profile antagonistic movements and individuals on social media, advise and consult with OPAC, legal, and other administrative leaders to draft timely responses and tactics.

  • In 2020, exceptional circumstances included public figures doxxing students and media personalities launching the #CancelYale campaign

Yale Sustainable Food Program

10th Anniversary year (2013–2014)

  • Supervised team of six interns for photography, interviews, graphic design, and social media

  • Increase in followers in first nine months: Twitter 93%, Facebook 30%, Instagram 100%

Beinecke Library

50th anniversary year (2012–2013)

  • Gathered content from curators

  • Broadened reach through collaboration with Yale Office of Public Affairs

  • Launched an Instagram account

  • Increase in followers in 12 months: Facebook 100%, Twitter 90%