Public Awareness Campaign

Before starting EJP in 2016, Ayona Anderson served as ExxonMobil’s first-ever Social Media Advisor, working under ExxonMobil Digital Media Manager Shannon Hampton. Since this was a contractor position, Ayona also served as an Account Supervisor for Cohn & Wolfe despite working 100% from the ExxonMobil Las Colinas HQ.

Community manager for all of the ExxonMobil corporate social media channels. Including three Twitter accounts, the LinkedIn company page, YouTube, and Vine.
Developed and enforced the channel strategies, content calendar, analytics insights, KPIs, budgets, and internal cross-functional social media infrastructure.

Managed the online issues management and responses for the opposition-led #ExxonKnew digital campaign (social and website) and ensured ExxonMobil could share its story.
Ayona worked with many partners (API, Shell, Chevron, BP, Energy Now, and others) for public and government affairs, social engagements, partner content cross-promotion, etc.
Completed social media audit integrated digital marketing briefs that leverage social, SEO, paid search, and digital ads.
Executed crisis and emergency response, social media monitoring response, and insights.
Coordinated social media elements for the award-winning campaign ‘Be An Engineer’ and other global brand campaigns like ‘Energy Lives Here.’
Managed the internal social media infrastructure, compliance reviews, and channel approvals worldwide, including Twitter in Malaysia, WeChat in Beijing, ExxonMobil Careers Facebook, and more.

Increased ExxonMobil’s online following by more than 400,000 across six social media channels.
New social media guidelines implemented company-wide, paving the way for 10+ new company social channels.
Aided in historic and award-winning results across all ExxonMobil corporate social media channels and within marketing campaigns, e.g., winning the 2015 Bulldog Reporter Silver CSR Award for the “Be An Engineer” initiative.