Social Media

Effective social media does more than build an audience. It builds relationships. My approach combines audience insight, compelling storytelling, strategic messaging, thoughtful visuals, and meaningful calls to action to create content that encourages conversation, strengthens communities, and advances organizational goals, particularly among younger audiences who increasingly rely on social platforms for information and connection.

Facebook post mockup for Waterloo Listens featuring Pride Month message and inclusive imagery

Case Study: Waterloo Listens

Content Strategy
Developed a three-month content calendar around audience goals, recurring themes, timely issues, and calls to action.

Audience Engagement
Created approachable content that encouraged conversation, reflection, and participation around complex community issues.

Visual Storytelling
Combined visuals with concise messaging to create engaging, accessible, and recognizable content.

Mission-Driven Messaging
Balanced advocacy, empathy, and education to advance organizational values and inspire meaningful action.

Responsible AI UseUsed AI to support research, ideation, copy, and visual production while retaining responsibility for strategy, accuracy, tone, and final decisions.

Left: Facebook Post
Combined a strong visual with timely content and a question-based call to action designed to encourage conversation and invite different perspectives.

Below: Instagram Carousel
Adapted content for a more visual platform using a recognizable local landmark, concise copy, visual consistency, and a clear call to action that encouraged continued engagement.