At its core, social media is about building lasting connections through shared content over time. I help brands choose the right social platforms and the right content to reach their target audience. It’s true what they say: You don’t have a choice on whether you do social media, the question is how well you do it.
I lead digital content, social media, and SEO for Protective — from national campaigns and high-profile initiatives to day-to-day efforts that serve as the foundation of our brand communications. I collaborate with multiple departments throughout the organization and manage relationships with a network of freelancers and agency partners to help bring our story to life on social media.
I drove content and social media efforts for the launch of Protective’s rebrand in 2021, for the opening of Protective Stadium, and for Protective’s sponsorship of The World Games 2022 in Birmingham.
I have continued to grow total social media followers, organic engagements, and impressions YoY through creative content and ongoing optimization while consistently exceeding CPM and impression goals for our paid social campaigns, including our 2019 “Real Life Has No Filter” multi-channel influencer campaign with The Holderness Family, which resulted in over 5MM impressions.
Instagram
Facebook
LinkedIn
ECA owned and operated six brands of career colleges throughout the United States with more than 100 social media accounts across Facebook, Instagram, Twitter, LinkedIn, and YouTube. Using content-rich strategies focused on telling real student stories, adjusting quickly to algorithm changes, and taking advantage of new platform features early, we consistently increased followers, engagement, and impressions year over year. We applied similar strategies to paid social efforts, turning Facebook and Instagram into significant lead sources.
In addition to organic social media strategy, I was responsible for community management, content creation, and working with agency partners to plan and execute paid social media strategies. I also developed the company’s first corporate social media policy and comprehensive guidelines for social media management for marketing employees and agency partners.
In 2017, we introduced influencer partnerships as part of our brand awareness efforts for ECA schools. Two of those partnerships included working with actress Dascha Polanco from Orange Is the New Black, and Bob Clagett, host of the popular YouTube channel I Like to Make Stuff.
Dascha’s appearance at Brightwood College not only inspired students, but her Instagram posts about her visit generated nearly 100,000 likes and 500 comments. Bob Clagett spent the day working on a project with our Electrical Technician students. The resulting video garnered more than 254,000 views on YouTube.
For both projects, I led the influencer marketing strategy, worked with our agency to identify appropriate partners and oversaw influencer content.
For three years, I had the opportunity to create social media content for consumer lawn and garden brand Bayer Advanced (now known as BioAdvanced).
I was responsible for editorial planning, writing, editing, and approving social media posts in addition to creating content for social media sweepstakes that garnered thousands of entries.
One of my favorite social media projects for the Alabama Tourism Department was the annual Alabama BBQ Bracket. Voting took place exclusively on Facebook, and the 2014 competition pulled in nearly 20,000 votes over three weeks.
I was part of the team that created the concept and implementation of this campaign, and was responsible for writing, editing, and approving copy.
Social media can be a game changer for small businesses like Dirty Hippie, a fun boutique in Vestavia Hills, Alabama. Not long after Dirty Hippie opened, I was happy to consult on ways to revamp their Facebook page and overall social media presence. Since then, I’ve enjoyed watching them grow their business and make their social media their own!
In addition to consulting sessions, I was responsible for creating social media graphics, photography, copywriting, and scheduling posts.