By the Numbers
Since joining the University’s marketing team in March 2025, I’ve focused on creating content that feels personal, student‑centered, and community‑driven. These numbers highlight the impact of that work:
+51.3%
in impressions
Growing from 7.2M (2024) to 10.9M (2025) on Instagram
+5.8%
in total engagement
Growing from 110,129 (2024) to 116,494 (2025) on Instagram
+12.2%
follower growth
Growing from 15,508 followers (January 2025) to 17,396 followers (December 2025) on Instagram
Insights
In my role as the Social Media Specialist for Lindenwood University, I’ve focused on creating content that feels personal, student‑centered, and grounded in strategy. By combining data‑driven decision‑making with an understanding of what students genuinely connect with, I’ve been able to strengthen our digital presence and refine our approach across platforms.
These insights highlight how my content strategy has evolved and the principles that guide my work today:
Real‑world footage, student voices, and on‑campus moments consistently outperformed heavily designed graphics. Some of our best‑performing content featured our student body because they love seeing themselves, their friends, and their peers represented. This familiarity drives higher shares, comments, and organic engagement, reinforcing the value of keeping content human and community‑centered.
Adjusting content, tone, and copy for Instagram, TikTok, Facebook, and LinkedIn ensured each piece of content felt native to the platform and our audiences rather than repurposed.
Partnering with local businesses and highlighting real student experiences strengthened trust and connection between the university and its audience. What began as a content series evolved into tangible community partnerships, increased visibility for local businesses, and a growing network of discounts available to students, faculty, staff, and alumni. The success of the campaign reinforced that strong content doesn't just start conversations online; it can drive meaningful action and connection offline as well.