Did you know that recent social media trends show we’re moving back toward a major focus on community and away from platform and API-driven content? This is really exciting for me because, simply put: I’m an extrovert.
I’m at my best when surrounded by others, sharing ideas and learning from differing insights and opinions. Asking questions, celebrating moments, and working through challenges together. Engagement and conversation fuel my everyday life, my workplace initiatives, and my creative soul.
Looking back, that’s probably why a career in social media landed in my lap.
I’m currently the Assistant Director of Social Media at Harvard Business School. I’m the head of the team responsible for the School’s primary handles across all the major platforms. We get to discuss #LifeAtHBS, the Case Method of teaching, cutting-edge faculty research, our in-house podcasts, and other exciting events across and beyond campus.
But my favorite part of my role here is driving initiatives that boost collaboration. I get to facilitate between our central communications team and the different departments and individuals on campus who are also curious about conversations on social media platforms. Our online community, like our campus-based one, is inquisitive, active, and engaged. It’s really fun to help expand that to focused areas within HBS, like academic departments, research initiatives, and other programming.
My Company
At Harvard Business School, we educate leaders who make a difference in the world.
For nearly a century, our faculty have drawn on their passion for teaching, their experience in working with organizations worldwide, and the insights gained from their research to educate generations of leaders who have shaped the practice of business in every industry and in every country around the world.
Our MBA program is an intensive, two-year residential program leading to an MBA degree. We also offer nine full-time programs leading to a Ph.D. or DBA degree, and HBS Executive Education offers a wide array of open-enrollment and custom learning solutions for more than 10,000 executives each year.
My #Experts Focus
As most who work in social know, trends ebb and flow, and no day is ever the same. In my time working with social media at a brand level, I’ve had seasons of focusing on B2B and B2C sales, revenue-driving campaigns, public relations, and brand promotion. But it always comes back to one core thing: community, which I genuinely believe remains at the core of the overall social media experience for both brands and creators alike.
My #Experts focus this month will be on Community Engagement. There’s a lot we can explore here, but the fundamental questions to think through are: who am I talking to? What are they interested in? How does my/my brand’s voice align with that? And how do I make our interactions meaningful? We’ll talk about some best practices, creating content that resonates with your audience and amplifies conversation, leveraging internal conversations to turn your employees into your best advocates, and measuring success and demonstrating the impact your conversations have.
Week 1 -
Week 2 - Harnessing the Power of Your Employees: Why They're Your Best Content Advocates
Week 3 - Beyond Likes and Follows: How Social Media Drives Real Business Value
More About Me
A few of my favorite things: creative writing, stand-up paddle boarding, traveling, and going to concerts. I’m based in Boston, but I grew up in Los Angeles and spent some time in the Seattle area as well. I’ve been in social media for about ten years now and have worked in a variety of industries, including higher education, SaaS and software-based tech, food and beverage, and quality assurance.
I hold a bachelor’s degree in English literature from UCLA (Go Bruins!) and a master’s in journalism from Harvard. I participate in industry events locally and virtually and have been on the event staff for Social Media Marketing World, one of the largest social media conferences, for the past six years.
I’m excited to be writing about community engagement on social media this month. My first post on April 11th will dive into creating content that resonates with your followers and helps you foster exciting and insightful conversations with members of your audience. I’m looking forward to hearing from you as well—I have a feeling we’ll have some great conversations in the coming weeks!
Connect with Ashley on LinkedIn.
