Social Media Work
Elise managed a public health organization’s social media accounts for a year and a half. She gained experience in social media copywriting, media monitoring, social media management, and social media graphic design. Elise continues to study social media strategy in the communications master’s program at Johns Hopkins University.
Leadership Coverage
Role: Copywriter, media monitoring, content calendar management
Goal: Highlight ASTHO members and its leadership across Twitter and LinkedIn.
Description: ASTHO members are regularly featured in newspapers, blogs, webinars, press releases, and more. Elise monitored editorial calendars, tracked social mentions of members, and monitored news mentions of ASTHO members and its leadership team.
YouTube Refresh
Role: Manage YouTube uploads, lead thumbnail, and video titling strategy for ASTHO
Goal: Create a more professional-looking YouTube page for ASTHO.
Description: Elise set up processes to improve ASTHO’s YouTube presence. This involved creating more visually appealing thumbnails, optimizing video titles for SEO, standardizing the end cards on videos, creating playlists, and developing a strategy around which videos get listed. During the two years she managed the channel, subscribers increased by over 200%, from 230 subscribers to 800.
Social Media Change Story
Description: As part of a graduate school assignment, Elise wrote a change story, a narrative that centers on a main character and traces that character's evolution in relation to the brand. To the right, find a change story about how Duolingo shaped “Julia’s” relationship with her grandmother. The account is fictitious but is an exercise in using storytelling to help customers see themselves in a brand’s story.
COVID-19 TechXpo Promotion
Role: Social media copywriter, social strategist, lead on paid social media campaign on Linkedin
Goal: Increase registrants for TechXpo.
Description: Charged with creating a social media content strategy for the month leading up to the TechXpo. Also led live social media coverage of the event. Pre-event social media strategy consisted of 3-4 posts a week across Twitter, Facebook, and LinkedIn. Owned social media event coverage resulted in +100k impressions on Twitter and 5,000 on LinkedIn, whereas with earned social media, we saw event promotion from 13 different organizations, such as AWS and Guidehouse Health.
Social Media Content Calendar
Role: Social media planning
Goal: Create a system to plan and track social media posts.
Description: In 2021, ASTHO began using Monday.com. Elise developed a day-to-day social media content calendar to plan and track content for social media (40+ posts per week). While she no longer manages ASTHO’s social media, the social media team continues to use the content calendar she developed in 2021.
America’s Test Kitchen Online Cooking School
Description: As part of a web writing and content strategy class, Elise drafted social media posts aimed at encouraging users to sign up for America’s Test Kitchen’s Online Cooking School. After reading about a study that found 39% of millennials wished they’d learned how to cook in school, Elise chose millennials (i.e., 27–42-year-olds) with an interest in food and cooking as a target audience. From left to right, you can find mock-ups of an Instagram post, Facebook post, and Facebook live stream.