Benjamin Family Social Media Fellowship

The Benjamin Family Social Media Fellowship is awarded to students who are actively pursuing careers in digital marketing. Those selected for this honor receive extensive training and opportunities to plan and implement actual social media campaigns through the Providence College School of Business (PCSB) social media accounts.

I am honored to be serving as the Community Manager for the Benjamin Family Social Media Fellowship for the 2020-21 academic year. My role as the Community Manager is to monitor online conversations, interact with stakeholders in real-time on various web platforms, create marketing personas, and prepare hashtag strategies. Additionally, I am responsible for working on campus activation to engage the community which includes brainstorming ways to increase our following across all social media platforms.

I, along with six other Providence College students, are responsible for all posts that were made from September 2020-May 2021. Feel free to visit any of the social platforms linked in the icons to see our work. All of the graphics below are my own.

Prior to begining the fellowship, I was required to complete online and in-person training. I received my Hubspot Content Marketing Certification and went through the Hootsuite Platform Training Course. These online programs allowed me to better understand what it means to be a content marketer and how to successfully plan your content using the Hootsuite platform. Upon our arrival for the fall semester at Providence College, the fellows attended a two day in-person training with our advisor, Liz Kay. During this training we created marketing personas, set goals for the year, became familiar with our competitors and shared our campaign ideas.

My first campaign idea was the Get to Know the Fellows Campaign. The purpose of this campaign was to show our followers the faces behind the PCSB social media platforms. Each week we highlighted one of the fellows. On Wednesday I would post the bio graphic for each fellow (pictured below) along with a second slide that included a question sticker for our followers to ask the fellow any questions they have. On the Friday of that week, the fellow would answer five questions in a 15 second video so that our followers could get to know them and their role in the fellowship.

Through analyzing data, we have noticed that posts with students and faculty have a higher engagement rate. For this reason, we have made it a goal to highlight more students and faculty members through various campaigns such as Get to Know the Fellows, I Want Your Job, and Internship Spotlight.