Connecting Stories, Engaging Communities.
SOCIAL MEDIA STRATEGY
In today’s digital world, social media is a powerful tool for building connections, driving engagement, and amplifying a brand’s message. My approach combines data-driven insights with creative content, ensuring every post resonates with the target audience while aligning with the brand’s voice and mission. Whether it is boosting awareness, promoting engagement, or driving conversions, I utilize social media as a strategic asset to achieve measurable results.
THE SHIFT TO A STUDENT-CENTERED SOCIAL MEDIA STRATEGY
Previously, the Instagram strategy lacked a strong student presence. It did not fully reflect who the students are, what they care about, or the vibrant life at Duke. The content was more institutional, focusing on announcements and information, which made it less engaging for our audience. To address this, I made a deliberate shift to a student-centered approach, with storytelling at its core. By showcasing authentic student experiences, this allows for both current and prospective students to see themselves in the content.
This shift not only humanized the Division of Student Affairs at Duke but also built a stronger connection with the audience, making the content more relatable and engaging.
BEFORE:
ENGAGEMENT RATE: 3.80%
Irregular posting schedule (1-2 posts per week).
Focused heavily on static imagery, text-heavy graphics, and formal tone.
Limited engagement with audiences via stories and reels
AFTER:
ENGAGEMENT RATE: 8.19%
Prioritizing visually engaging, student-centric content with lighter, conversational tone.
Strategic use of Stories and interactive features (polls, Q&A, links).
Focus on authentic storytelling, showcasing campus life and community.
INSTAGRAM METRICS
Carousel resource post- sharing information about Senior Portraits.
Likes: 529
Shares: 103
Saves: 18
External Link Taps: 150
Reel for the #ThankfulTogether campaign, showcasing students sharing what they are thankful for.
Likes: 275
Views: 9,300
Shares: 12
Saves: 20
Student-centric post celebrating fall semester LDOC.
Likes: 892
Views: 20,000
Shares: 96
Saves: 10
Social Media Strategy: Data-Driven Approach & Results
The shift to a student-centered strategy was rooted in data. By analyzing past content and trends, I developed a content mix of Reels, Carousels, and Resource-Driven Posts featuring students, each serving a specific purpose:
Reels: Engaging, trend-driven videos that capture attention.
Carousels: Swipeable, interactive content for deeper engagement.
Resource Posts Featuring Students: Combining essential information with student representation to enhance relatability.
Why This Matters: This strategy is not just about making content visually appealing; it is about creating a genuine impact. By crafting content that reflects students' authentic experiences and presenting useful information in engaging ways, there was increased interaction, better message retention, and stronger community connections.
The shift to a more student-driven narrative has not only demonstrated the power of storytelling in building authentic connections but also the effectiveness of the approach in driving meaningful engagement.