@blklivesmatter
Social Media & Strategic Communications
Skills Highlight: Graphic Design, Content Strategy & Production, Project Management, External Partner Coordination
As a digital strategist and creative coordinator for @blklivesmatter, I managed the organization's 3.4M-follower Instagram account from 2021-2022, overseeing content strategy and production. I also led the development and release of the 2020/2021 Impact Report under a tight three-week timeline.
Overview
Social Media
Content Strategy and Production
Scheduling
Developed a structured content calendar to balance rapid responses to current events with scheduled campaign content. By leveraging scheduling tools on Buffer, I maintained a steady posting cadence while allowing flexibility for urgent updates
Copywriting
Crafted compelling captions and graphic text aligned with the organization’s voice and advocacy goals
Graphic Design
Designed eye-catching graphics that reinforced key messages while maintaining a cohesive brand aesthetic using Adobe Creative Suite
Instagram KPIs
Engagement Rate: 6.06%
Observed for the first 6 months (Jan.-June) of 2021, calculated as total likes and comments on all posts divided by number of followers (averaged between beginning and end of time period)
Follower Retention: 103.13%
Observed for the first 6 months (Jan.-June) of 2021, calculated as number of followers at end of time period divided by number of followers at beginning of time period
Strategic Communications
2020/2021 Impact Report
Challenge
The organization needed to publish its annual Impact Report within a strict three-week deadline while ensuring the content effectively communicated its initiatives, impact, and vision in an engaging and digestible format.
Response
To streamline messaging, I structured the report into six thematic pillars (Policy, Arts, Frontline Organizing, Healing Justice, Research & Education, and Culture) reflecting the organization’s core initiatives. This approach created a logical flow, making it easier for stakeholders to grasp the relevance of the work’s contribution towards larger goals.
Execution
I produced a visually compelling impact report PDF and designed a microsite to enhance and track engagement. Using Figma for prototyping, I collaborated with developers at Dewey Square Group to bring the microsite to life using repurposed existing media and stock photography, given time and budget constraints.
