Social Media

What Do I Do?

Glad you asked! I like to summarize everything I do with this question:

Have you considered your audience? ✨

Simple, right? You'd be surprised just how many organizations lose sight of their audience and the community they first sought out to build. My background and eclectic work experience is and has always been rooted in community-first & people-first engagement. Here's how I got there:

Although I'm a social media strategist at heart, my first priority is empathy. 

I take analytics and social listening data and turn them into a plan. I never post to post, and neither should you. I've optimized social strategies from evergreen to crisis.

Did you know I have a Master's in English? I contextualize everything. I take brain rot seriously and can talk about its roots in Dadaism.

I consider meme creation a vital part of storytelling and community building. I love being funny on main, but never without a strategy.

I got my start on a Neopets-adjacent website a decade ago, moderating forum activity and chatboxes. I'm a community-first SMM, so you'll find me all over the comments section.

Accurate Personnel: Memes and Meme Guidelines

About Accurate Personnel

Accurate Personnel is a staffing company, primarily in the logistics and light industrial industries. With both B2B and B2C audiences, creating scroll-stopping content is a challenge. 

Identifying a Niche

To create a successful meme, you need to understand where your audience lives, their pain points, and how they see themselves represented online — and that's just the starting point. The first question I ask when crafting a brand persona online is, "What about this brand can we make fun of?" If we want to build a community and engage users on social media, we need to be human, even as a brand. The goal isn’t to punch down at ourselves, but to create a space that welcomes audience participation. If we're impenetrable, there's no room for connection.  

With this new perspective, I turned to our audience. What content already resonated with them? As a staffing company, we provide jobs —  simple as that. But, are the people we staff turning to social media to job search? To escape the tedium of job searching? Wherever that footing is, that's where I want to position our content as a lasting foundation, with flexibility to adapt to political, social, and cultural shifts.

Social Listening

With my research goggles on, I got to the listening part. Remember, Accurate has a huge, far-reaching audience, and I needed to pin something specific to start identifying where our sense of humor would land. Here I prioritized jobseeker conversations and their sentiment, pain points while job seeking, and discussions of work-life balance. 

Based on this, I found that jobseekers aged 20 to 35 were more likely to leave a job due to dissatisfaction with working conditions compared to those over 35. Many conversations focused on when and how to leave a job, searching for a new role while still employed, handling sudden layoffs, and navigating job seeking as a bilingual candidate. These topics proved to be the most generative and helpful for both general jobseekers and those in warehouse or industrial roles.

Implementing a Strategy

The sentiment of jobseekers aged 20-35 coincided with our audience on Instagram (while other platforms swayed older), so I knew I could concentrate our findings directly into our Instagram strategy, then experiment with that success on LinkedIn and Facebook. Our most successful Instagram post format was the carousel, so I wanted to lean into a multi-meme format when creating. 

With my demographic and platform in mind, I had everything I needed to craft the type of humor I thought our audience would enjoy. In the process of crafting the captions, I made sure to understand our company's boundaries and knew which elements could be pushed.

The result? A fresh set of memes, ready to post. 

Accurate Personnel: Carousels on Adobe Illustrator

Accurate Personnel: Lettering on Adobe Illustrator

Problems:

Before

After

Solutions:

New College of Florida: #ILoveNewCollege

About this project:

In early January, New College's Board of Trustees changed significantly. This sudden political decision garnered immediate controversy and crisis, and the team needed to take action as quickly as possible. We created the #ILoveNewCollege campaign to foster support from our preexisting New College audience: students, alumni, and the greater Sarasota community, as well as attract attention from a new national audience watching our socials from the news. 

I led this initiative, creating all social media graphics and compiling student/alumni quotes as copy. The goal was to leverage the support of our community and foster unity in a difficult situation -- flood the hashtag and bring attention back to the academic achievement and unique voice of the college in the midst of uncertainty. 

➡️ Although I would not lead with a hashtag nowadays, at the time this helped to give a truly unifying channel for our audience to navigate the community changes. I also needed a way to connect our tech-savvy students with older community members who might not participate if they did not understand the social media convention I was promoting. 

Featured left are screenshots from this campaign, spanning between January and February. 

New College of Florida: Spotify Wrapped

About this project:

I created these graphics/memes for New College of Florida's end of Winter term. My strategy was to engage students through timely humor, using the Spotify Wrapped meme format in tandem with NCF-specific references.