Social Media Portfolio
Driving Social Media at the University of Houston
In my role at the University of Houston, I’ve led an engaging and dynamic social media presence that’s resulted in our overall social media engagement being ranked No. 1 among all public and private universities in Texas. 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 social media landscape. You’ll find a more detailed look into my work in each area in the sections below.
Strategy and Campaign Execution
In my role at the University of Houston, I developed and executed a strategic organic social media campaign during the 2025 March Madness tournament, capitalizing on school’s men’s basketball team’s historic run to the national championship game.
Leveraging the team’s success, we significantly amplified audience engagement and pride in UH, producing real-time content from on-site coverage of the Final Four in San Antonio, game celebrations, fan experiences and institutional storytelling.
The campaign achieved record-breaking results:
Over 35 million impressions, a 9.2x increase compared to the previous year’s campaign.
An average of more than twice as many engagements per post year-over-year.
160K shares of content, an increase of 707% from last year.
UH gained 12,455 new followers during Final Four weekend alone, nearly 9 times the average four-day period.
Achieved the most-viewed post ever on UH’s X account, garnering ESPN recognition.
Set a new record for the highest-engagement post across UH’s social media platforms, amassing 3.1 million impressions and over 125,000 engagements for a quote graphic featuring Coach Sampson immediately following the Final Four victory against Duke.
High-Performing Posts
Videos
Graphics
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:
Instagram Story Graphics
Capturing attention is paramount. With motion graphics, I’ve been able to create visuals that not only engage but also inform and delight our audience at the University of Houston. From campaign promotions, event teasers or graphics sharing other information, these custom-designed 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 it.
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.
