INSTAGRAM EXPERIENCE
During a campaign implementation for one of Heather's clients from October to November 2023, she worked directly with the client to craft interactive experiences that attracted new support and interest. Heather managed the client’s social media account, executing an in-feed post campaign and coordinating an Instagram Story takeover. She also designed and researched her own posting calendar and extended the campaign by using similar promotional posts on the client’s Facebook page to reach a broader audience. For more details, see the PR Campaign page.
As part of her role as a PR/Content Intern, Heather managed the internship program's Instagram account from June 8th to July 20th, 2023. During this time, she introduced and experimented with the use of Reels, a novel feature for the account. Heather also honed her skills in organic social media strategy by researching and tracking hashtag trends, and she crafted engaging copy for posts.
Heather supported the AZEK Exteriors account from June to September 2023, where she sourced user-generated content, reached out to content creators, and researched thought leaders and influencers in the home building improvement industry. She also planned the content calendar with social media text mockups and conducted trend research. Her efforts included creating and scheduling posts, and one of her Reels achieved over 4x the usual engagement in August.
TIK TOK EXPERIENCE
Heather played a key role in the development and launch of Virginia Tech's College of Liberal Arts and Human Sciences TikTok account. She was responsible for daily searches of trending sounds and trends to boost post visibility and engagement. Heather also contributed to brainstorming and creating innovative content, with one of her TikToks remaining pinned and achieving the highest number of likes and views on the account.
X (TWITTER) EXPERIENCE
As part of Heather's integrated social media campaign, she strategically extended her efforts to X (formerly known as Twitter), where she crafted correlating posts to reinforce her messaging across platforms. To maximize engagement, Heather experimented with a variety of hashtags, carefully selecting those that aligned with her content and audience interests. Additionally, she conducted thorough research to identify peak usage times on X, ensuring her content reached the widest possible audience. Based on these insights, Heather developed a precise content posting schedule, optimizing the timing of her posts to boost visibility and interaction.