Social Media Strategy

In addition to being a freelance writer, I have made the transition to digital and social media consulting after many years as a leading digital editor and strategist at The New York Times, where I developed a strong background in social media and overall audience development strategy and management. I’ve had demonstrable success over the past two years as a consultant, overhauling social media strategies for companies big and small and growing audiences significantly, in addition to my many years working on social media strategy at The Times.

Twitter

Account: @nytimestravel

When: 2015-2016; 2017 – Present

Summary: I led The Times travel desk’s social media strategy on a daily basis, but also for special projects like for the 2016 52 Places to Go, one of the most-visited digital features that The Times puts out each year.

Strategy (52 Places to Go)

  • Shifted more attention to our global audience
  • Developed highly-structured and strategic posting schedule
  • Prepared social copy and images in advance for the entire first month of promotion
  • Utilized new options like Twitter Moments

The system I put in place for the daily feed continued after my absence in September 2016. I resumed my work on the @nytimestravel Twitter feed in June 2017. The feed now has over 1 million followers.


Account: @QuantaMagazine

When: 2017

Summary: During a three-month contract period working with Quanta Magazine, I proposed and executed a social media strategy overhaul, which included revamping the magazine’s Twitter feed.

Strategy

  • Utilized content archive to increase post frequency 
  • Came at stories from multiple angles, writing copy for several different tweets per story
  • Worked with designer to create new quote card template

The account saw rapid growth over a short period, increasing followers by over 20 percent (roughly 4,300) from Q1 to Q2. Over the month of June, my final full month with Quanta, the publication had gained a record number of followers for a single month (1,480). The basic strategy I set up for the account is still being used today. 


Account: @nyguild

When: 2017

Summary: Before my three months of consulting for the NewGuild of New York, their Twitter account received around 20-30 new followers per month.

Strategy

  • Developed paid campaign strategy to target audiences interested in politics and labor rights and to increase overall exposure
  • Transformed account’s voice into one that defended journalists’ rights and combated attacks against journalists from the Trump administration

During these three months, we gained 200-300 new followers per month. The account had less than 1,000 followers when I began implementing this strategy and over 2,000 by the end of the contract. The basic strategy I set up for the account is still being used today. 


Account: @NYTSports

When: 2012-2015

Summary: In late 2012 I took over responsibility for The Times’s sports desk Twitter account, which at the time was an auto-feed of articles that sent out headlines and links. The basic strategy I developed is still being followed today.

Strategy

  • Gave it a human voice, ending the headline-as-tweet system and writing fresh copy for every tweet
  • Made it more visual by adding photos, quote cards and graphics to create a feed people started paying attention to
  • Experimented with live coverage of major events like the Super Bowl, baseball playoffs, NCAA tournament and more
  • Trained fellow producers, editors and reporters on best practices

Account: @LondonLive (NYT 2012 Olympics Feed)

When: 2012

Summary: I launched an Olympics-specific feed for the London Games, which was the first time we ever experimented with a feed specific to a sporting event. The goal of the feed was not only to promote our Olympics coverage, but to cover live events in real-time.  

Strategy

  • Ran feed for two months leading up to the start of the Games, gaining more than 25,000 followers before start of Games
  • Established the feed’s voice (or tone), which leaned toward conversational, funny and witty
  • Recruited a rotating cast of editors and reporters to participate in running the feed during the Games

The account quickly surpassed 25,000 followers in the lead-up to the Games and would double before the end of the Games.


Facebook

Account: @nytimestravel

When: 2015-2016; 2017 – Present

Summary: As part of running the travel department’s social media strategy, I overhauled its Facebook strategy.

  • Increased quality and quantity of the postings
  • Targeted global readers, particularly during the overnight hours
  • Harnessed the power of evergreen content, which was necessary to program an engaging feed of content
  • Trained editors on Facebook best practices to turn operation into a team effort

We also experimented with new features like Facebook Live (see below) and paid extra-close attention to the tone of the posts. Below is a metrics snapshot representative of the growth we experienced.

2015 (July – September)

Likes: 10,625

Comments: 1,105

Shares: 5,895

Fans: +3,546

2016 (July – September)

Likes: 21,826

Comments: 2,449

Shares: 6,930

Fans: +10,398

I resumed my work on the @nytimestravel Twitter feed in June 2017 and have ushered the account over 225,000 followers.


Account: @QuantaNews

When: 2017

Summary: During a three-month contract period working with Quanta Magazine, I proposed and executed a social media strategy overhaul, which included revamping the magazine’s Twitter feed. This strategy has stuck at Quanta, still being followed today.

Strategy

  • Utilized content archive to increase post frequency and quality
  • Posted social-specific content, such as “On this Day” historical posts

The number of followers on Facebook grew by 10,812 (17.5%) in Q2, an improvement over Q1, when we gained 5,443 (9.7%). Additionally, referral traffic from from Facebook was up 34 percent during Q2. The basic strategy I set up for the account is still being used today. 


Instagram

Account: @nytimestravel

When: 2015-2016; 2017 – Present

Summary: In addition to overhauling the daily management of the Instagram feed, I also experimented with using Instagram as a platform for soliciting content from readers.

The most successful example was a partnership I set up with the popular website Awkward Family Photos for our annual Family Travel issue. We solicited “Awkward Family Travel Photos” from readers, and chose the best ones to publish in an online slideshow, as well as posting selected photos for print.

The slideshow turned out to be one of our most-viewed projects of 2016. As of September 2016, the slideshow had the sixth most unique page views among all Travel articles and multimedia features (476,351) and the second most overall page views (3,181,619).

I resumed my work on the @nytimestravel Instagram account in June 2017 and have ushered the account over 470,000 followers. I write detailed captions for multiple posts per day.


Account: @quantamag

When: 2017

Summary: A previously neglected platform by the brand, I brought the account back to life, focusing on highlighting the magazine’s fantastic artwork and original photography. The basic strategy I set up for the account is still being used today.

Strategy

  • Increased post frequency
  • Utilized archive to maintain vibrant feed
  • Strategic use of hashtags

The account reached 1,077 Instagram followers by the end of Q2, a 21.1% increase.