Social media success is measured by how well the account performs against its own goals, whether that is increasing brand awareness, engagement, website traffic, or converting followers to customers. I measure success by tracking key performance indicators (KPIs) that correspond to those goals—such as reach, impressions, follower growth, engagement rate, link clicks, or conversion rates. I also examine trends over time, benchmark against industry norms, and leverage tools such as native analytics, Google Analytics, and UTM tracking to gain clear insights. Outside of metrics, I look at qualitative indicators such as audience sentiment, user-generated content, and the quality of community engagement. Real success is when content not only performs but also creates long-term brand loyalty.

I led a successful social media campaign for Guath, a homework AI brand, to generate buzz and engagement in the run-up to a new product launch. Targeting a Gen Z and Millennial audience on Instagram and TikTok using predominantly a mix of UGC, visually-driven product showcases, and trend-driven short-form video content. I collaborated with a series of micro-influencers who had followers who aligned with Guath's values, produced authentic content, and produced high-quality engagement. We developed a branded hashtag challenge that generated community engagement and supported driving visibility. Throughout the 4-week campaign, we achieved a reach of over 500,000, increased followers by 25%, and recorded high levels of traffic to our website, generating measurable growth in conversions. In addition to reinforcing brand awareness, the campaign also generated a more active and loyal online community.

I keep myself up to date with social media marketing best practices through a mix of daily reading, networking, and testing. I read leading industry sites like Social Media Examiner, HubSpot, and Adweek, and get newsletters like Morning Brew and Marketing Brew for day-to-day news.I am also actively participating in LinkedIn marketing-focused groups and Reddit forums, whose real-time discussions often identify algorithm updates or popular viral content before mainstream press coverage. I also stay current on platform-bylane blog entries—like Meta newsroom or TikTok Creator Center—so I'm in front of feature releases.And lastly, I experiment in test or brand accounts with new features, like testing new ways of Instagram Reels or LinkedIn ad formats. That fire-tested experience shows me not just what's trending, but what works.