Social strategy
From January 2021 to June 2022, I worked as My London's social lead. During this period, I worked both as an Engagement Producer and Social Media Insights and Development Editor. I researched, created and implemented My London's social strategy from scratch, across 5x Facebook pages, 5x Twitter accounts, Instagram and TikTok. I created best practice guides for the newsroom to follow, carried out training sessions and much more. Here is a selection of my achievements while at My London
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Using analytics tools like Conviva, Crowdtangle and Newswhip, in addition to platform integrated analytics tools, I created a social strategy across five Facebook pages: My London, My West London, My South London, My East London and My North London. Everything from post count to the kind of links shared was uniquely tailored to each page.
I also frequently got stuck in with content creation, from creating graphics to presenting Facebook live broadcasts.
Right: Interactions on My London's Facebook page: June 2021 to June 2022
Left: Followers on My London's Facebook page: June 2021 to June 2022
Twitter isn't the most used social media platform by a long shot. However, Twitter is the platform we turn to for news. From breaking news to using multimedia assets to really bring a long read to life, my social strategy saw @myldn's Twitter following grow by 150% from June 2021 to June 2022.
This included:
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Creating and implementing innovative strategies designed to drive engagement. Tracking and revising strategy based on daily, weekly and monthly reviews of data pulled from Twitter analytics and Newswhip
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Overseeing day-to-day output of five Twitter accounts, primarily @myldn
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Collaborating with social media video journalists and photographers to create multimedia assets as a means of engaging visual storytelling
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Creating, publishing and pitching my own Twitter Moments opened by up to 500,000 users (example below)
Left: @myldn's Twitter follower count from June 2021 to June 2022
Left: Example of a Twitter Moment featured on the Explore tab
I created a new Instagram strategy for the account @mylondonnews.
This included:
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Collating a deck on competition analysis, target audience research and most engaged-with content to date
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Working with a design team to create post templates
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Leading training sessions with other members of social staff to establish best practice on platform
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Driving account follows by +53% in a year (June 2021 to June 2022)
TIKTOK
TikTok is the fastest growing social media platform in the world. Recognising its potential new audience reach early on, I attended expert-led training on transforming written journalism into engaging short-form videos. Following this, I created TikTok strategy and led newsroom training on how reporters should script, film and edit their own videos. Some of my own videos have amassed over 80,000 views on TikTok.
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