During my time in college as an executive council member of my sorority, I served as Head of DEI and Recruitment. I was able to start a mini campaign that show the diversity of our chapter whether it be personality based, background, professional goals, etc. This campaign was designed around recruitment time to attract potential members of diverse backgrounds to show what we valued. We did this campaign by creating a month long posting schedule that included chapter member shoutout posts, story interviews, and short form videos. That all being said, our follower count increased by 1500 in just that time frame and we recruited more people than ever that year.

I believe social media content is about being inclusive, yet also sticking to a niche/style. During my master of marketing program at Vanderbilt University, I learned that in order to obtain diverse audiences, you have to diversify your portfolio, without losing sight of your personal brand. This can be accomplished by including different types of marketing tactics such as UGC content, DEI celebratory posts, short -form videos, but most importantly: continuous marketing of the brand. That said, it is important to keep up with social media trends and adapt to them as larger audiences tend to resonate with more widespread trends.

Virality is all about timing. Whether it is the product that is tending, the influencer, the hashtags used, or the song used in the post, virality is all about getting all the pieces of the puzzle to cohesively create a buzz. However, it is not done by chance. It requires dedication to research and keeping up with trends and what the target audience is resonating with online. Viral content takes devotion and research and can be accomplished by proper research and social media management.