Social Media Strategy 

@theoaklandside

To prioritize engagement over traffic on Facebook, I experimented with posting articles as graphic-based posts paired with a CTA directing users to the link in the comments. Over the course of this test, I published 15 articles as photo posts, ensuring each was posted at least 24 hours after the initial link post for comparison. A UTM was used to track link clicks from the comment section.

Key Findings:

  • On average, photo posts reached 200% more users and generated 370% more engagements (reactions, comments, shares, saves) compared to standard link posts.

  • While some standard link posts outperformed their photo-based counterparts, the overall trend favored photo posts in terms of visibility and interaction.

  • Photo posts, however, led to 10% fewer pageviews on average than standard link posts, indicating a tradeoff between engagement and direct website traffic.

This test provided valuable insights into how different content formats influence audience interaction, informing future strategies to balance reach, engagement, and referral traffic.

Standard link post

Graphic post w/ CTA

@kqed

I introduced innovative storytelling methods on KQED’s Instagram by designing and creating templates for seamless carousel posts, which offers a more engaging, scroll-friendly experience (see below). These posts significantly outperformed standard carousels across every metric:

  • +3.9K more impressions and +3.1K more reach on average.

  • 2.6x more shares and 2x more saves than regular carousels.

  • +256 likes and +1.8 comments on average.

  • +2.4 follows, even though follows tend to be hard to drive.

  • +529 in total engagements (a 56% increase overall).

Seamless carousels consistently drive higher engagement and visibility, making them a more effective post format for audience interaction and content amplification.

Earlier this week we celebrated Frida Kahlo's birthday! These days, Frida’s image is all around us. Her iconic eyebrows and piercing gaze have been immortalized on T-shirts, tote bags and tequila bottles. There’s even a Frida Barb (4).jpg
Earlier this week we celebrated Frida Kahlo's birthday! These days, Frida’s image is all around us. Her iconic eyebrows and piercing gaze have been immortalized on T-shirts, tote bags and tequila bottles. There’s even a Frida Barb (5).jpg
Earlier this week we celebrated Frida Kahlo's birthday! These days, Frida’s image is all around us. Her iconic eyebrows and piercing gaze have been immortalized on T-shirts, tote bags and tequila bottles. There’s even a Frida Barb (7).jpg
Earlier this week we celebrated Frida Kahlo's birthday! These days, Frida’s image is all around us. Her iconic eyebrows and piercing gaze have been immortalized on T-shirts, tote bags and tequila bottles. There’s even a Frida Barb (6).jpg
Earlier this week we celebrated Frida Kahlo's birthday! These days, Frida’s image is all around us. Her iconic eyebrows and piercing gaze have been immortalized on T-shirts, tote bags and tequila bottles. There’s even a Frida Barb (1).jpg
Earlier this week we celebrated Frida Kahlo's birthday! These days, Frida’s image is all around us. Her iconic eyebrows and piercing gaze have been immortalized on T-shirts, tote bags and tequila bottles. There’s even a Frida Barb (2).jpg
Earlier this week we celebrated Frida Kahlo's birthday! These days, Frida’s image is all around us. Her iconic eyebrows and piercing gaze have been immortalized on T-shirts, tote bags and tequila bottles. There’s even a Frida Barb (3).jpg

@pittsburghpg

I led the development of the Pittsburgh Post-Gazette’s Instagram brand and implemented a new content strategy to enhance visibility and engagement. Key initiatives included:

  • Designing custom in-feed post templates from scratch using Canva (examples below).

  • Enhancing Instagram Story templates for a more cohesive visual identity.

  • Expanding post reach by leveraging geotags, first-comment hashtags, post collaborations, and other Instagram features.

  • Optimizing content performance by introducing a strategic posting cadence to align with Instagram’s algorithm.

Results:

  • 137.5% increase in total post reach.

  • 156.5% increase in engagements.

Explore a curated social report showcasing the impact of these efforts.

BEFORE

AFTER

https://www.instagram.com/p/CuCphGnNvL-/?img_index=2

Quick facts

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Branded slides