Social Media
In today’s digital age, social media should be a key part of any organization’s communication strategy. Knowing your audience, crafting tailored content for platforms, and utilizing analytics are all important to a successful social media strategy. Social media is all about community and conversation. Oh yeah, and having fun!
Here are a few examples of successful social media campaigns and projects I have created.
Images courtesy of Princeton University’s Office of Sustainability.
New Year, New Ewe
Towards the end of 2018, the first lamb was born at the Princeton University’s solar field. In the new year, I led a contest on the Office of Sustainability’s social media accounts (Instagram, Facebook and Twitter) to crowdsource a name. The overwhelming response of names (over 100 submissions) led to a weeklong daily vote and a contest bracket with high engagement on social media each day. The winning name was Shearly Tilghman, after President Emerita Shirley Tilghman (who was delighted). A year later, Shirley Tilghman met Shearly Tilghman for the first time and in 2020, Shearly gave birth to twins.
Shearly Tilghman and her fellow sheep soon became part of Princeton’s culture, with punny articles and social media posts that led to increased requests for solar field tours and renewed awareness about the campus’ energy goals and solutions.
The original birth announcement and kick-start of the naming contest.
Lamb naming contest bracket with the winners and losers.
Daily voting results. Voting increased engagement and followers.
A year later, Shirley Tilghman, President Emerita, met Shearly for the first time.
Shearly Tilghman
Shirley and Shearly
@TigersGoGreen
Serving as the Office of Sustainability’s key creative strategist, I leveraged emerging trends, research, and techniques to connect to key audiences and stakeholders throughout all our communication channels. This included our social media (Instagram, Facebook, Twitter and YouTube). I am proud to say that under my leadership, the Office of Sustainability’s Instagram (@tigersgogreen) was one of the top-performing social media channels at Princeton University and across higher-ed sustainability, as the channel consistently delivered engaging, inclusive and dynamic content.
@TigersGoGreen Instagram account with over 2,800 followers. Managed a team of students to produce engaging and informative content. From 2020-2021 the account doubled in followers and increased engagement by 30%.
Reusable Utensil Kit Opt-In Facebook promotion which reached 2.5K people and resulted in over 500 students completing the opt-in form.
Examples of engaging instagram content that celebrate student initiatives.
In Partnership with Princeton Admissions, this Instagram story series introduced the Office of Sustainability to prospective students. The series engaged over 750 users from the first story post to the final story post and led to a 5% increase in followers.
Instagram Reel featuring the Firestone Plaza and the Princeton University Farmers' Market. The video footage is taken from the "Your Favorite Spot” video series where Princeton students, faculty and staff write about their favorite outdoor spot on campus (which was launched during the pandemic). This video received over 2,000 views.
Featuring the "Your Favorite Spot" video series as Instagram Reels.
Using social media trends to have fun during Earth Month, these are shared versions of our "Favorite Eco-Things" Instagram story. Over 30 schools participated. Graphic by EcoReps Social Media Leader Marissa Mejia '23
Another example of following trends, our "Draw an Earth" Instagram story was shared over 50 times, with countless tags and engaging accounts reaching beyond our analytics. Original Earth graphic by EcoReps Social Media Leader Marissa Mejia '23
More examples of Instagram content and engagement.
