USC CGSA
(Chinese Graduate Students Society)
Part of a 135-person student org, I onboarded CGSA during the first month of my master program at USC Annenberg. Since joining the Media Relations team, I have contributed and led communications for CGSA via key social media channels, RED (similar to US's INS) and IG. For a total duration of ten months, my team and I have created remarkable increase in our reach, content quality, and online engagement. Below are some key takeaways I have observed and garnered.
Group: Media Relations
Position: Vice Chair
Main responsibilities:
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Social media branding across different transnational platforms, tailor marketing materials to different audience segments
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Develop long-term and short-term strategies for magnifying the reach and notability of CGSA among USC and SoCal communities
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Draft and post online copies
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Weekly media performance reports, analysis, and strategic adjustments
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Help lead weekly team meetings, coordinate with teammates and group chair
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Metrics and Growth
Social media KPIs, such as follower numbers, accounts reached, engagement and interactions, are mostly fluid, implicit, and hard to measure. At this role, we hit home runs for all our targeted KPIs. To set and observe our metrics of growth, we primarily utilized tools and analytics from social media platforms' own creator tools to gage insights for our communications efforts. We have achieved more than 150% quarter-on-quarter growth in follower numbers across RED and IG, 250% quarter-on-quarter growth in reach, and a drastically 400% quarter-on-quarter growth in audience engagement (comments, likes, time spent).
Apart from this "vanity data", we are actively utilized WOM advertising through close friends, community chats, and channels to spread our events and elevate our notability among target audiences. For ROIs, we have seen increased number of participants in our events and more interest in sponsorships to our organization through both online and offline channels.
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Network and Teamwork
Coordinating among various groups within CGSA as well as student organizations, USC alumni, and businesses, my group facilitates and improves CGSA's
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Fun. Passion. Ambition.
Mostly driven by the shared vision to serve underrepresented Chinese community,