UCLA Organic Social Media Strategy During the COVID-19 Pandemic
As a member of the UCLA social media team (@UCLA), I helped lead an innovative effort to connect with our community during the COVID-19 pandemic. From July 2020 to December 2021, we sought bold ways to share accurate and engaging information and highlight inspiring COVID-related stories from our campus and beyond. We used social media to keep our audience, especially current students, informed and inspired through concise and impactful content.
OBJECTIVES:
Share timely and factual COVID-19 and vaccine updates with our core audience of current students, faculty, staff, and the broader UCLA community.
Create engaging content that resonates with a diverse audience and fosters a sense of connection during a global crisis.
Amplify inspiring stories from UCLA and the surrounding community to highlight resilience and innovation.
Maximize organic reach and engagement across multiple social media platforms, including Facebook, Instagram, LinkedIn, TikTok, and Twitter.
RESULTS:
Over the 18-month period, I contributed to creating and distributing 489 posts across UCLA’s social media channels. This generated nearly 11 million impressions and 1 million organic engagements, including video views, likes, shares, and comments, with students, faculty, staff, alumni, and the community actively participating in the conversation.
BRAND IMPACT:
Our efforts significantly strengthened UCLA’s role as a trusted source of information during the pandemic. They deepened community engagement and reinforced our commitment to supporting our audience through challenging times.
ACCOLADES:
Winner, CASE Circle of Excellence Award, 2022, for outstanding social media engagement and community outreach during a crisis.
