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.

@SustainablePrinceton

In my part-time role at Sustainable Princeton, I have been integral in refining our content strategy, introducing monthly analytics and KPI tracking and reporting. My knowledge of video content creation has led to a consistent weekly production of Instagram Reels and YouTube Shorts, increasing our reach and finding new audiences. Over the past two years, we’ve seen a 16% growth of followers and increased engagement by 20%.

“Lisa brings a deep understanding of how to craft compelling content across various platforms, including Instagram, Facebook, and LinkedIn, while always keeping the audience, brand voice, and mission in mind. She is skilled at building community through storytelling and visual content, and she utilizes data to refi ne her approach, maximizing reach and engagement. Sustainable Princeton is recognized by both our local community and peer organizations statewide for our engaging and creative content, a reputation largely thanks to Lisa’s contributions.”

— Christine Symington, Executive Director, Sustainable Princeton

Short-form videos for @SustainablePrinceton

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.

Images courtesy of Princeton University’s Office of Sustainability.

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.

@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.

“While building multiple successful communications platforms for the Office of Sustainability, Lisa built what was one of the earliest, strongest and highest quality social media portfolios of any department on the Princeton campus and was a generous partner in advising and helping other departments ramp up their efforts.”

— Dr. Shana Weber, former Director, Office of Sustainability, Princeton University