Organization: Arizona State University
Timeline: 2023-Present
Role: Social Media Strategy & Content Management
Platforms: Facebook · Instagram · LinkedIn

Objective

The goal was to modernize the school’s social presence, increase engagement, and connect authentically with students, alumni, and prospective audiences. We wanted a social presence that felt human and approachable, while reflecting the professionalism and values of the school.

Strategy

• Meet the audience where they are: Expanded efforts to LinkedIn to reach alumni and professionals while continuing to build Instagram for prospective students.

• Prioritize engagement over reach: Focused on meaningful conversations in comments, DMs, and community threads.

• Content consistency: Established regular posting cadence and clear content pillars to balance informational, celebratory, and human-interest posts.

• Humanized the brand: Showed the people behind the school, amplified student and faculty voices, and kept messaging approachable yet professional.

Execution

• Redesigned Instagram feed to improve visual cohesion and storytelling.

• Increased posting frequency and introduced new formats (carousel posts, short-form video).

• Actively monitored and responded to community interactions to create authentic engagement.

• Tailored LinkedIn content to highlight student achievements, faculty research, and institutional news.

Results

• Instagram Feed: Before & After images show improved visual cohesion, more consistent posting, and increased audience interaction. ~85% follower growth since 2023.

• LinkedIn Engagement: More frequent, targeted posts led to measurable increases in likes, comments, and shares. ~50% follower growth in one year.

• Community Interaction: Higher response rates to comments and DMs, creating a more human, approachable social presence.

• Audience Feedback: Positive responses from students and alumni indicated stronger connection and trust.

Before

After

Case Study