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My Social Media Work.

I'll introduce my social media work the same way I like to introduce myself: remember the viral "penguins walk through the empty aquarium" campaign? I managed that. Yes, I loved it! No, I didn't get to hang out with the penguins all the time. (But I tried...) 

Shedd Aquarium: Viral and award-winning social media campaign

At Shedd Aquarium, I managed the "Where's Wellington/penguin field trips" campaign, which was featured on CNN, The Daily Show, and reached all seven continents.


A few highlights: 

  • Managed a viral social campaign that grew Shedd's following by 185% on Instagram, 150% on Twitter, and 32% on Facebook (Coined the name "Where's Wellington?")

  • Achieved viral status more than six times in a little over one year.

  • Launched our TikTok and amassed 1.2 million likes and 100,000 followers, the majority of which was gained in just six months.

  • While at Shedd, we won the Gold Muse Award from the Media & Technology Professional Network of the American Alliance of Museums (AAM) thanks to the penguin field trips campaign.

Adler Planetarium: Channel growth and strategy building

As Adler's content specialist (aka social media manager), I gave their channels a glow up, enhanced their posting strategy and achieved rapid growth on their channels, specifically on Instagram.

A few highlights from my first five months at Adler:

  • A 24.2% follower increase on Instagram (nearly 6,000 followers gained in five months).

  • Achieved their two most popular tweets of all time.* (*Pre-pandemic)

  • Increased Twitter engagements by 462.5% compared to the previous months.

  • Increased Instagram engagements by 29.9% compared to the previous months.

  • Revamped their social bios to reflect and flaunt that they are America's FIRST planetarium (which they previously weren't highlighting).

  • Identified that late-night posts worked well for their millennial audience.

  • Kept and created content calendars to track Facebook, Instagram, Twitter, and Linkedin content.

Threadless: Social media copy assistance

I assisted the Threadless social media manager with social copy when he was stumped, and I wrote the copy for the 3rd most successful Threadless Instagram post of 2017 and 2018 (the cats & guts post).

BONUS: Contributed ideas + occasional collaboration with Sprout Social*

*Not on their social team, but lucky enough to occasionally collaborate!

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I may not be on Sprout's social team, but thanks to content x social collaborations and the social team's openness to creative ideas, I've been able to dip my toe into a few social posts!

  • This Reel was created to promote an article I created listing inspirational brands on social. I worked with a member of the social team to jump on a trending sound and collaborate on a Reel that has over 8,000 views

  • This "Internet wrapped" Tweet was wildly successful, and a MASSIVE cross-team collaboration that came out of an idea I pitched to use Sprout's social listening tools to create "the Internet's music fest." The result was one of our most successful Tweets of the year. 

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