Social Media Management:
Wake Forest School of Medicine

In my most recent position, I manage digital content for Wake Forest School of Medicine. Wake Forest School of Medicine occupies a firm position among the best medical schools in the United States. The School of Medicine's social presence was nonexistent up until two years ago. To develop a clear understanding of how social media could impact the goals of Wake Forest Baptist Health were taken into consideration when creating the social strategy for the school. MD applications were up, and the number of applicants was not the main goal. However, the goal of the hospital and the school was to gain the highest quality and diverse applicant pool and elevate the reputation of the school.

Thousands of students apply every year, with only 120 being admitted. Reputation management and building a national reputation help gain better applicants and raises the reputation of the school. We developed a multi-platform approach utilizing individual social media platforms specific to key audiences we want to engage with.

For Instagram, we wanted to reach future students, current students and inspire the next generation of physician leaders. I developed content directed to students but that also highlights what the school is known for, research, faculty, and a fantastic location in the Innovation Quarter. Follower count is great but what is more important is connecting with the individual students and growing reputation. Here are some comments from the engagement on our Instagram account.

“I love seeing your page highlight and celebrate the student body and show examples of how we as students can be multi-dimensional people and have our various interest encouraged.”

Instagram however, is one part of this social strategy, and this is what I believe sets me apart from other digital content managers. Most brands have multiple accounts, but their strategy should always differ and how they reach those targeted audiences should as well. People use social media for different reasons, this approach narrows the focus of each platform to specific audiences that engage with us. From faculty to students, digital content is developed with this idea in mind, not the other way around.

Match Day Graphic Creation and Engagement with Students

In Your Own Words

A monthly profile of students and faculty with a component of long-form content is highlighted on our website and social.

New Medical School Campus in Charlotte

The goal was to highlight the new Charlotte opportunities for current students and grow the number of medical students in Charlotte for rotations at Atrium Health. I made graphics and had two student takeovers highlighting their experiences in Charlotte.