Social Media Production, Management & Engagement

As a millennial, social media basically raised me. And depending on how much time my mother spent on sites like Ask.com and Yahoo! Answers during my childhood, that could be pretty close to the reality of it.

From Facebook to Twitter to Instagram and Pinterest - I use social media every day. I'm not only on those sites for my current job, I also like to keep up with the daily Kermit the Frog memes,  latest viral social media challenge videos, and of course my loved ones.

Through professional work experience and my want to be "in the know", I've learned how to strategically place social media content. I am able to target content to the platform it will perform best, while keeping in mind the brand and audience. I also monitor how each post is doing using monitoring software like CrowdTangle. This allows me to enhance my future posts and the reach of that content. I hope by taking a look at the posts I've created and the awards I've won - you'll know I mean business when it comes to all things engagement.

Engagement Data

I started as a member of the FOUR person Web Team at FOX Carolina in June of 2016. Here are some team and personal accolades we have received since I was hired:

                                                                                                        Notable Team accomplishments:
  • In December 2016, FOX Carolina was not only the top Meredith station for Facebook interactions, but it was also the best among the entire Meredith group, including national media properties like Better Homes and Gardens, Allrecipes and SHAPE.
  • In January 2017, NewNewsCheck released an article saying, "FOX Carolina dominates the market in social actions in the past six months." The article said our station accounted for almost half of the market's total interactions.
  • As of December 2017, FOX Carolina has the highest app usage across the Meredith Group, with more page views and pages per session than any other station.​​
                                                                                                 Notable Personal accomplishments:
  • In November 2017, I created the top post of the month in our entire market. It was a viral video from PETA of a man dressed as a turkey, protesting the eating of turkey for Thanksgiving.
  • For 2017, I wrote two of  the top most-read local news stories of the year. I had spots #1 and #10.
  • Just one month after I started at FOX Carolina, I created the #1 post in the market for an entire weekend (Friday-Sunday).

Social Media Posts
Target Audience: FOX Carolina viewers gearing up for Thanksgiving.
Insight: Video posts do really well for us, especially odd and unusual ones. I found this video on CNN Newsource and knew immediately that it would spark conversation among our viewers.
Execution: I did a direct video post as I felt this was the best way to grab engagement and encourage a reaction - ANY reaction.
Results: The video gained over 6,700 shares and 3.7K comments. It was the top post for November 2017 among our entire market.
Target Audience: FOX Carolina viewers interested in a standoff we were reporting on as breaking news from western North Carolina.
Insight: Facebook Lives of breaking news tend to accumulate a lot of comments and views. The most interesting ones also get plenty of shares.
Execution: I had already written a breaking news article on what we knew about the standoff and as soon as our photographer arrived on scene I made sure they threw up a live shot because people already seemed interested in the article. I knew a Facebook Live was the best route.
Results: The Facebook Live was shared more than 760 times and viewed more than 70K times. It definitely helped bring traffic to our page.
Target Audience: FOX Carolina viewers interested in an officer-involved shooting we'd been covering.
Insight: This officer-involved shooting in Greenville County garnered a lot of attention. One of our reporters did some in depth reporting with the victim's loved ones that I thought would do well based off of how well the initial story engaged our audience.
Execution: I decided to pull a quote from the story for the post's content because it was a very emotional, visual and dramatic quote I thought would get people talking.
Results: The post reached nearly 86K people, was shared 161 times and received 169 comments. This was one of those story followups that did even better than the initial story.
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​Target Audience: FOX Carolina viewers with opinions on child marriage.
Insight: Polls are another great avenue to gain engagement. Controversial polls usually do really well with our audience. Political and fun polls can also do well if presented in the most engaging way.
Execution: I saw a story from one of our affiliates about child marriage being legal in 25 states. I knew our viewers would have an opinion on that, so I created a simple yet attention-grabbing poll to get them talking.
Results: This was one of our higher-ranking polls. With 90 shares, 216 comments and over 1.5K interactions - it definitely boosted web traffic and enhanced our overall engagement for the quarter.

​Target Audience: FOX Carolina viewers interested in a positive element to a fatal collision.
Insight: We cover dozens of fatal crashes, shootings, stabbings each day. I thought a photo of first responders praying at the scene of a fatal collision would do well because it shows unity and compassion during a time of tragedy.
Execution: I decided to post the photo directly and attach the story instead of posting as the head image for the article. Any time I see good pictures, I try to have them stand on their own as to have viewers focus on the photo.
Results: The photo gained nearly 600 shares and reached over 136K people. The photo allowed viewers to see a different side of the tragic collisions we cover daily by adding a human element.
Target Audience: FOX Carolina viewers looking for something interesting to watch on Christmas day.
Insight: My manager thought it would be a good idea to try out a popular  children's toy  on Christmas. Hatchimals were flying off the shelves.
Execution: I decided a Facebook Live was the best way to display the creature, which had to be hatched. This way we could encourage viewer engagement by asking them what name they think it should be called, and show them the steps we are taking to hatch the Hatchimal.
Results: This was one of our top Facebook Lives for the quarter with over 14K views and 81 comments. Most of our viewers had fun with us, while some were angry that we were doing something fun and not posting about more hard news.