Social media

In 2020-21 I managed the social media content for a B2B tech company, improving metrics in all categories:

  • Audience + 90%
  • Posts + 660%
  • Impressions +517%
  • Interactions +330%
  • Clicks +8,158
  • Shares +750

    In 2016, I created, managed & analyzed a Facebook advertising campaign that reached ~2 million in an effort to increase awareness of Michigan’s newborn screening and biobanking public health programs among the state’s Facebook users, aged 18-64 (see results below).

To prepare for this campaign, I completed a certificate program in e-marketing for businesses and non-profits at Washtenaw Community College, gaining competencies with marketing strategies, tools, and popular platforms.

A smaller-scale campaign on the same topic in 2012 included a photo contest among entrants recruited primarily at face-to-face campus engagement events.

I wrote several papers analyzing the content and performance of these campaigns for academic journals: JMIR Public Health Surveillance, Journal of Community Genetics, and Public Health Genomics.

I have also managed Facebook and Twitter feeds for the university’s Ethical, Legal and Social Implications of Learning Health Systems symposium.

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Campaign performanceCampaign metrics