Social Media
Driving Social Media at the University of Houston
In my role at the University of Houston, I’ve crafted an engaging and dynamic social media presence that’s led our overall social media engagement to be ranked #30 among over 350 D1 universities nationwide and our Instagram account as #7 in the country. My key responsibilities include:
Strategy Planning: Devising platform-specific strategies based on audience research and clear targets.
Content Calendar Creation: Developing engaging content calendars that blend university events, awareness campaigns and spontaneous posts.
Graphic Design and Photography: Creating compelling visuals and photos that capture the essence of our community.
Event Coverage: Spearheading social media promotion and live coverage of university events to enhance online engagement.
Performance Analysis: Compiling and analyzing platform data to inform strategy, measure success and drive improvements.
Advisory Role: Guiding university leaders and communicators in optimizing their social media strategies and practices.
Social Listening and Customer Service: Informing leadership through routine social listening and engaging with our audience through prompt responses.
My broad range of responsibilities has given me a rich understanding of today’s dynamic social media landscape. You'll find a more detailed look into my work in each area in the sections below.
Strategy and Calendar Planning
In my role at the University of Houston, I develop strategic social media calendars to keep our audience engaged with fresh and timely content. Here you’ll see a glimpse of our October 2022 calendar — a particularly bustling month that included our university president's annual fall address and our Homecoming events taking center stage.
In the midst of these significant events, maintaining a balanced content mix was essential. We artfully threaded in videos recapping the highlights of the President's Fall Address, while also serving our audience with our regular content slate, encompassing memes, student life happenings and more.
The month’s resulting metrics are a testament to the success of our plan:
Engagement rate 24% higher than the previous year
Over 3x as many shares compared to October 2021
Audience growth up by 142%
Seven Instagram posts with an engagement rate over 10%
Over 2.1 million impressions
Content Creation
My role involves creating compelling visuals that resonate with our audience, whether it's through stunning photography, attention-grabbing graphics or relatable memes. Here’s a look at some of my favorite pieces:
Graphics
Capturing attention is paramount. With motion graphics, I’ve been able to craft dynamic visuals that not only engage but also inform and delight our audience at the University of Houston. Whether it's campaign promotions, event teasers or sharing other information, these visuals have been instrumental in elevating our digital presence, especially on our Instagram Story.
Photography
Photography allows us to share our campus’ vibrancy and student life in an authentic, captivating way. I’ve taken photos at a wide variety of events, including football and basketball games, student life events, parades, and more. These images do more than just document; they tell the diverse stories of our University of Houston community, capturing the energy, passion and pride that define us.
Memes and Fun Content
Engagement is about more than just sharing information; it’s about fostering a sense of community and connection that builds brand affinity and awareness.
