Content Creation for Social Media

The internet is a wild, weird, and wonderful place to find your people.

Social media helps you do that.

I delight in developing social posts that simultaneously targets current audiences while striving to reach new members.

BAVC MEDIA

BAVC Media’s mission is to inspire social change by empowering media makers to develop and share diverse stories through art, education and technology. BAVC also provides free workshops and training opportunities for job seekers, especially through its participation in the TechSF program, which serves unemployed and underemployed individuals in the SF Bay Area. My job was to raise awareness of BAVC’s workshops, classes, and TechSF program on LinkedIn among job seekers and career changers.

The Challenge:

The Process:

I worked with key stakeholders in the following areas:

Brand Familiarity: BAVC Media was searching for social media content and copy that captured their mission, their authority as educators in media production, and their quirky sense of humor.

Content Strategy: I thought GIFs from well known films and TV shows would be a great way to help BAVC stand out from the typically corporate and stuffy content that dominates LinkedIn feeds.

Content Curation: Using my extensive knowledge of pop culture, film, and TV, I curated attention grabbing GIFs targeting job seekers looking for a fresh start, while making sure to include a variety of diverse representation in the images used.

Copywriting: As a BAVC graduate, I used my empathy and sense of humor to write captions that paired well with each GIF to let job seekers know that BAVC Media has their back.

File Conversion: LinkedIn doesn’t support the playback of GIFs, so I converted them into MP4s using Adobe Express in order for them to play properly.

The Results:

Social First Content: I created 16 posts to promote BAVC Media’s programs on LinkedIn which received an average engagement rate of 4.10% and click through rate of 2.57%

Eyes on Posts: The GIFs received 2,970 video views and 1,179 minutes watched on LinkedIn.

Happy Clients:

• “Sarah is a joy to work with. She brings enthusiasm, wit, humor and lots of hard work to every project she takes on. She created content for social media and wrote copy that matched the voice and brand of our 45-year old nonprofit media center. She repurposed GIFs. She offered strategy. She helped us reach our goals.” - Mindy Aronoff, BAVC Media

• “Sarah has been an absolute delight to work with on our social media marketing campaigns for Advanced Training and Workforce Development at BAVC Media. I was particularly impressed with Sarah's ability to ideate and deliver content that was timely, relevant and engaging - all on tight deadlines with minimal creative direction or supervision. Sarah is a real problem solving rock star!”
  - Keith Battle, BAVC Media

BAR Architects & Interiors

BAR Architects & Interiors wanted to increase and streamline their weekly posts across Instagram, Facebook, Twitter, and LinkedIn with a mix of content including project and firm updates, recruiting posts, and significant social events and milestones. They also wanted to grow the presence of their interiors work on their social accounts.

I worked with key stakeholders in the following areas:

Social Calendar Updates: I updated the firm’s existing social calendar to include significant months such as Black History Month, Women’s History Month, AAPI Month, and Pride Month, as well as a mix of important and popular dates for social content. This allowed us to plan content ahead of time, target important dates and events, and ensured that we would always have something to post regardless of slower news weeks.

Incorporating Video: Working closely with their Instagram group, I encouraged the firm to start incorporating Reels into their posting regimen since the app is heavily favoring videos over images. Sourcing drone footage of a project under construction and royalty free music, I used Adobe Premiere Rush to edit footage and format aspect ratio to 9:16, and exported using Adobe Media Encoder to optimize playback over different platforms.

Reposting Content: I monitored BAR’s social accounts for mentions from other users, and shared that content from BAR’s accounts with new captions. This allowed BAR to engage in real time and post more frequently without having to constantly generate their own original content.

Optimizing Posts: I used HootSuite, Later, Tweet Deck, and Meta Business Suite to schedule posts. I also used these tools to determine which days and times were optimal to post based on previous audience engagement levels.

Expanding the Brand: Working with the Director of Interiors to target key projects, I designed an Instagram story using Canva templates, incorporating firm logos, colors, and images, and saved it as a new Instagram story highlight to showcase the firm’s interiors work. I also saved previous interiors stories to the new highlight reel so that all interiors content on Instagram was streamlined.

Hitting Goals: I helped the firm reach their goal of increasing the cadence of weekly social media posts across platforms.

Increased Followers: By increasing the frequency of posts, the firm also increased their audience by 300% on Facebook, by 233% on LinkedIn, and by 22.1% on Instagram.