My Social Media Work.

In the three years I've been working in social media, I have lived every social media manager's dream by managing a viral campaign and several additional viral posts at Shedd Aquarium and I've achieved the most popular posts of all time for several of the companies I've worked for by leveraging fun, engaging content and by knowing my audiences.

Shedd Aquarium: Viral and award-winning social media campaign

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wllyy

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EdwardAnniGIF

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My work at Shedd Aquarium has been the most visible work I've ever done, most specifically the "penguin field trips" campaign I managed, which was highlighted by CNN, Trevor Noah, news outlets around the world, and reached all seven continents. Here are some stats from my Shedd work: 

  • Manager viral social campaign that grew social following by 185% on Instagram, 150% on Twitter, and 32% on Facebook

  • Have achieved viral status more than six times in a little over one year.

  • Coined the name "Where's Wellington?" for our viral penguin campaign.

  • Launched our TikTok, which has amassed 1.2 million likes and nearly 100,000 followers, the majority of which was gained in just six months.

  • Write mission-based copy within a strict brand voice while checking the copy of interns and a specialist for brand voice consistency. 

  • Shedd won the Gold Muse Award from the Media & Technology Professional Network of the American Alliance of Museums (AAM) thanks to the penguin field trips campaign.

Adler Planetarium: Channel growth and strategy build

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Before I started at Adler Planetarium, they had been without a full-time social media manager for several months, and it showed on their channels. As Adler's content specialist, I kept/created content calendars to track Facebook, Instagram, Twitter, and Linkedin content, revamped their social bios to highlight that they are America's FIRST planetarium—something they previously weren't highlighting—and more.

In under five months at Adler, I accomplished the following:

  • A 24.2% follower increase on Instagram (nearly 6,000 followers gained in five months)

  • Achieved their two most popular tweets of all time at the time* (*Pre-pandemic)

  • Increased Twitter engagements by 462.5% cmpoared to the previous months

  • Increased Instagram engagements by 29.9% compared to the previous months.

  • Identified that late-night posts worked well for their millennial audience.

  • Injected a more fun, playful, space-nerd voice into their channels

Threadless: Social media copy assistance

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I assisted the Threadless social media manager with social copy when he was stumped. I wrote the copy for the 3rd most successful Threadless Instagram post of 2017 and 2018 (the cats & guts post).