From News to Viral Social Media Content: Building a Social-First Strategy for Newsroom Because of Them We Can
Project Overview: When I joined Because of Them We Can (BOTWC), the brand already had a strong reputation for sharing positive news stories highlighting Black excellence through editorial content. My focus was to expand this reach by translating the powerful storytelling from their website into a format that resonated with a broader social media audience, while engaging a new generation of readers.
I led the transformation of BOTWC's social media strategy, shifting the focus from traditional articles to visually captivating, short-form videos and Instagram carousels. This approach was specifically designed to increase engagement and social sharing, resulting in millions of new impressions and increased audience engagement.
News in a New Era
Key Contributions:
Content Adaptation: I developed and executed a process to convert editorial content into visually engaging posts optimized for different platforms, focusing on shareability and audience interaction.
Creative Campaigns: One standout project was the #29DaysofBlackInventions series, which gained millions of organic views across social media. This series highlighted innovation and Black history in a digestible and engaging format.
Audience Growth: I implemented strategies that significantly boosted audience growth and engagement, contributing to an organic surge in followers and higher interaction rates across platforms.
Team Leadership: I built and led a dynamic social media team that consistently delivered trending and high-quality content, contributing to the ongoing success of BOTWC's digital presence.
Measured Impact
Viral Engagement: As a result of the revamped social media strategy, BOTWC saw significant increases in impressions and engagement. For example, one campaign resulted in millions of impressions, further cementing the brand’s relevance in the social space.
Audience Expansion: Through consistent efforts to adapt content and engage users, we achieved a notable increase in followers and engagement rates, with the account reaching over 1 million followers in 2024.
Partnership Growth: The heightened visibility and impact of our social media efforts attracted attention from leading brands, contributing to new and exciting partnerships that aligned with BOTWC's mission.
