User-Generated Content and Influencer Partnerships

Since Instagram was in its infancy, I've focused on how the platform and other social media channels can be used to build audiences and generate demand. Starting with my undergraduate honors thesis titled, New Media and the Contemporary Art Business: An analysis and application of social media and digital marketing strategies, to my current role leading brand marketing for a mental health care marketplace, I've developed social media strategies and digital marketing campaigns that have delivered results and engaged communities through impactful content. 

During my first month at The Bass in 2016, a contemporary art museum, I audited the existing, largely analog marketing program in place. While the museum was closed for renovations that year, I began to build a digital marketing program to expand paid and owned channels, preparing for the grand re-opening. At that time the museum was only on Facebook, Instagram, and Twitter, with a following of approximately 8,000 between the three platforms. Originally a team of 2–myself and a graphic designer–I personally ran all social media accounts for nearly 3 years, in addition to all of my other responsibilities leading marketing and communications for the institution. The social media content strategy I created to grow our audiences and implement new channels relied heavily on user-generated content (UGC). Using the hashtag #atTheBass, and including signage throughout the galleries, and on outdoor placards associated with outdoor public works, it encouraged visitors to document and post their memorable moments at The Bass. As a contemporary art museum, the photographic foundation of Instagram was a natural fit for the museum's visual experience and was the most engaged platform for our audiences. 

By the end of 2018, with more than a year of being back open to the public, I was able to grow the museum's digital presence largely through organic and owned means, primarily on social media. I launched the museum's LinkedIn, Pinterest, and Snapchat accounts, developed an in-kind influencer marketing program and paid internship program, supervised a digital marketing agency to build a paid media strategy, and eventually made the case to bring it all in-house with the hire of a third member of my team–a social media and digital marketing manager. By the end of 2019, our Instagram had grown to more than 33,000 followers with an above average engagement rate, Facebook to over 16,000, and Twitter to nearly 11,000, primarily due to organic growth with minimal spend. Fast forward to 2020 to my last few months at the museum in Fall 2020 as we prepared for an exhibition with Alex Israel, sponsored by Snapchat and working directly with their technology, bringing works to life through UGC on the platform.

Below are samples of content created during my tenure overseeing the museum's social media accounts, including UGC as well as influencer posts for in-kind memberships or admission. The Twitter posts by Anna Deavere Smith were part of a Talent Agreement I wrote and executed for the virtual Curator Culture series featuring the actor. In negotiations with talent, I established protocols and guidelines for posting and promoting museum programming to reach new audiences.