Social media

Examples of experience with social accounts

@TheBHF

At the British Heart Foundation (BHF) I was the bridge between our content team and the social media team. For example, working with Twitter/X in the charity’s biggest social media campaign for #RestartAHeart a day. This was dedicated to improving survival rates for out of hospital cardiac arrest. The campaign that year resulted in 47K #RestartAHeart mentions globally over seven days and 1,163% Y-O-Y increase in UK mentions of #RestartAHeart. This campaign is now a success story on X’s marketing website.

@NurseinPractice

I was in charge of all social media for Nursing in Practice, Management in Practice and The Commissioning Review, this included content strategy, planning and scheduling content, interviewing experts, getting quotes, and improving reach. For example, one KPI was to improve the number of our followers on Twitter/X. Through user insights I learnt that a lot of our followers aren’t able to attend events they want to, due to their busy workload, and that none of our competitors were live tweeting. So I started reporting live and live streaming from events and rapidly increased our following of practice nurses who wanted the latest updates but needed to stay in work. We were already attending those events so I could meet our KPI without using any of our tight budget.

Infographics

See the images below for examples of my experience creating infographics. I have extensive Adobe Photoshop training as part of my postgraduate qualification and have since taught myself how to use Canva, Looker and other software. If there are other tools you use then I’m happy to quickly train myself how to use them. I am also interested in exploring the role of AI in creating interactive infographics. For example, how ChatGPT can be used to create interactive infographics by generating text and dialogue for interactive elements within an infographic.

Engagement

I know irresistible content starts with data or user insights. At the BHF I became an expert in data analysis to improve SEO and ultimately turn content into revenue for the MyBHF and Revivr apps. For example, using Semrush for keyword research and tracking, looking at competitors traffic analytics and social media data, looking at engagement with heat maps etc. I’m also confident using Google Search Console and Google Analytics, looking at bounce rate, time on page, impressions, clicks, and position on Google Search. At the BHF I also carried out recorded user testing to see how users move around the app and complete challenges.

Content

I am constantly looking out for ways that the content from the organisation I work at can feed into social media. This could be looking for stand-out quotes from users or staff, or information that I could turn into infographics on Canva or Photoshop, or content that could be repurposed as evergreen content. I also look out for improvements, e.g. that we try using quizzes at the BHF as a tool for communicating dry content, using a playful tone of voice on feedback pages – similar to apps like Flo. Very quickly, upwards of 16k people completed them, we could analyse trends in user knowledge and my format is still used today.