Social Media
I’ve created and managed social media content for organizations across arts and entertainment, local government, media, and nonprofit sectors, focusing on engaging storytelling, audience growth, and platform-specific creative strategies.
During my internship with the City of Cambridge, I created daily, platform-specific social media content while also planning and executing larger communications campaigns across Instagram, Threads, X (Twitter), and Facebook. My work focused on engaging residents, amplifying city initiatives, and delivering timely public safety and community information through clear, accessible storytelling.
Across Q1 2025, the social media campaigns and content I supported contributed to 5,036,761 total impressions and 386,516 total engagements, representing a 45.5% year-over-year increase in engagement. Overall audience size grew by 15.4%, reflecting strong community interest and sustained platform growth.
I collaborated with internal departments to develop strategic campaigns highlighting public safety updates, sustainability initiatives, city services, and community events. These campaigns emphasized inclusive, resident-centered messaging and leveraged analytics to optimize performance across platforms.
Notable results included:
Facebook: 321,978 engagements (+69.1%) and a 9.6% engagement rate, significantly exceeding platform benchmarks
Instagram: 681,427 impressions (+33.7%) and 30,260 engagements (+15.3%)
Multi-platform performance: A 7.7% overall engagement rate, demonstrating strong audience resonance across channels
This role strengthened my skills in digital strategy, content planning, analytics-driven decision-making, and creative storytelling within a public sector communications environment. Below are selected social media campaigns that highlight my contributions and impact.
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💃 City Dance Party: Revolutionary Reunion
The City Dance Party is one of Cambridge’s most beloved events, and in 2025 it became part of the city’s Mass250 commemorations. My role was to develop campaign content that captured the energy, inclusiveness, and historical significance of the celebration while driving attendance.
The campaign included a mix of Instagram posts, Facebook events, Eventbrite listings, and influencer collaborations. Messaging emphasized that the event was free, open to all, and tied into Cambridge’s revolutionary history. Posts leaned into celebratory language and vivid imagery, inviting people to “dance under the lights on Mass Ave” and experience the city in a unique way.
I also drafted copy tailored for influencers and community partners to repost, helping expand the campaign’s reach. By combining historical pride with fun, upbeat content, the campaign generated excitement and reinforced the Dance Party as a signature summer tradition.
🌡️ Extreme Heat Preparedness Campaign
This campaign was designed to help residents stay safe during a stretch of 90°+ summer days. The City wanted to ensure people had the resources they needed to keep cool, from finding public pools and splash pads to protecting pets and preparing businesses for extreme heat.
I created a series of daily themed posts that rolled out across Twitter/X, Threads, and Facebook. Each day focused on a different audience: families, sun safety, pet owners, and local businesses. The campaign mixed practical tips (like the “7-second rule” for pet safety) with links to city resources (maps of waterplay features, pool schedules, and a business readiness checklist). Posts combined emojis, accessible language, and city branding hashtags (#CoolSafeCambridge) to stay approachable and shareable.
By structuring the campaign around daily reminders, we provided a steady flow of useful content during the heatwave. This helped keep the community informed while reinforcing the City’s role as a trusted source of safety information.
💧 Drought Announcment & Water Conservation Campaigns
In Spring 2025, Cambridge faced significant and critical drought conditions, requiring urgent communication about water restrictions, penalties, and conservation practices. I developed multiple campaigns and a pubic announcement to both inform and educate residents in clear, actionable ways.
Posts combined urgent alerts (“🚨 Drought Alert: All nonessential outdoor water use is banned”) with helpful tips for everyday conservation. I created posts breaking down water-saving strategies for the bathroom, kitchen, laundry, and outdoors, as well as myth-busting content (for example, explaining why rain does not end a drought). Threads and Instagram were used for interactive posts like quizzes (“How much water can a leaky toilet waste in a day?”) to engage audiences beyond one-way messaging.
The campaigns balanced urgency with encouragement, reminding residents that individual actions added up to real community impact. By reinforcing restrictions while offering practical solutions, these campaigns helped the City communicate serious updates in a way that was informative and community-centered.
🕵️ Revolutionary Scavenger Hunt
To celebrate the 250th anniversary of the American Revolution, I helped promote a citywide Revolutionary War-themed scavenger hunt hosted on the Scavify app. The goal was to encourage both residents and visitors to engage with Cambridge’s rich history in an interactive and accessible way.
The campaign leaned into playful, adventure-driven messaging across Instagram, Threads, Twitter/X, and Facebook. Posts invited users to “explore hidden gems,” “unlock trivia,” and “walk in the footsteps of revolutionaries.” Graphics and copy emphasized accessibility (“explore at your own pace”) and tied the campaign to the larger Mass250 initiative.
By promoting the scavenger hunt as both educational and fun, the campaign engaged a broad audience, from families to history enthusiasts. It positioned Cambridge not only as a city with deep revolutionary roots but also as a place where history is made engaging through modern digital tools.
I created branded graphics with Canva for Retirement Daily's social media channels, including Instagram, X (Twitter), LinkedIn, and Facebook (account no longer active), transforming complex retirement and financial topics into clear, engaging, and visually appealing posts. Each piece was designed to inform and empower retirees, pre-retirees, and caregivers. My work focused on simplifying difficult subjects, like Medicare claims, Social Security, investment fears, and long-term care planning, while making the content approachable and shareable.
This experience strengthened my skills in content strategy, visual storytelling, and audience engagement, while also giving me experience in tailoring professional financial topics to a digital audience.
Family Caregivers in Elections – Brought attention to the growing role of caregivers in politics, simplifying AARP insights into an accessible post.
Unlock Hidden Cash – Explained home equity options for retirees through a bold, graphic-driven post.
End-of-Life Choices – Tackled a sensitive issue with a balance of clarity and empathy.
Investment Fear – Designed to reassure audiences during volatile markets with a calm, solution-focused message.
AI & Career Skills – Showcased future-ready skills for older workers reentering the workforce.
Types of Wealth – Broke down wealth beyond money (social, physical, mental, and financial).
Medicare Appeals – Visual guide to navigating complex healthcare bureaucracy.
Post-Divorce Checklist – Step-by-step content for those restructuring finances after divorce.
Gen X Retirement Anxiety – Addressed generational concerns with practical, empathetic solutions.
F.I.R.E. Movement – Book review post connecting younger retirees to broader trends.
Pet Insurance & Estate Planning – Original piece I researched and wrote, merging personal finance with lifestyle needs.
True or False Series – Interactive content encouraging audience engagement and shares.
Age & Employment – Empowered older workers facing workplace discrimination or bias.
Uber Engineer Caregiving Program – Shared how an Uber engineer created a caregiving program tailored to his family’s needs.
Medicare Enrollment – Deadline Explained: What happens if you miss the Medicare sign-up deadline and why it matters.
Denied Medicare Claims – Outlined steps retirees can take to appeal denied Medicare claims effectively.
The Adopted Student Organization was founded to provide visibility and community for adoptees on campus — a group that previously had little representation or space to share their stories. Instagram became our main tool for building awareness and connecting with students.
My Role
As co-president and co-founder, I managed the Instagram account and developed its content strategy. I:
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Created branded graphics and post templates to establish a consistent visual identity.
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Produced educational content, awareness campaigns, and event promotions.
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Scheduled posts to keep the account active and engaging throughout the semester.
Impact
Instagram quickly became the club’s strongest outreach channel. Our posts boosted awareness of adoption-related issues, increased turnout for meetings and events, and helped new students discover and join the organization. Engagement grew steadily as followers interacted with polls, shared posts, and reached out with messages of support.
ASO x BU International Adoptee Club — Promoted a collaborative social event with BU’s International Adoptee Club.
Upbringing & Identity in Adoption — Hosted a Halloween-themed discussion on adoptee identity and upbringing.
What is ASO? — Introduced ASO as a space for adoptees and fostered individuals to share stories and connect.
Introductory Meeting — Promoted ASO’s first unofficial meeting for students to learn more about the club.
Adoption Triad Symbol — Explained the meaning of the adoption triad symbol and its significance.
Let’s Chat: Adoption Basics — Invited members to a discussion on adoption history, processes, and types.
Let’s Chat: Race & Family — Promoted a special talk on the role of race and family in adoptee identity.
First Official Meeting — Kicked off the semester with ASO’s first meeting to welcome new members.
Boba & Bonding Social — Hosted a casual boba outing for members to connect in a relaxed setting.
Sushi Social — Invited members to a casual sushi night to connect and share adoption stories.
Club Recognition Update — Shared that ASO is working toward official recognition while hosting community events.