Social Media & Integrated PR
Created and implemented ExxonMobil's nonpaid and paid social media strategy, including proactive storytelling and crisis response.
Social Media
Community Manager
Nonpaid and paid social media manager for three Twitter accounts, LinkedIn, YouTube, and Vine. Developed social content for the ExxonMobil #BeAnEngineer campaign, which won the initiative 2015 Bulldog Reporter Silver CSR Award.
Analytics & Reporting
Developed reports to showcase post engagement, reach, impressions, audience demographics, conversion metrics, sentiment, influencer impact, competitor analysis, content performance, A/B tests, trends, volume and ROI.
strategy
Led the social media strategy, technology and infrastructure, and compliance for the corporation and XOM Twitter in Malaysia, WeChat in Beijing, ExxonMobil Careers Facebook, and more.
Impact
EXECUTION
Integrated PR
crisis comms
Managed the online issues management efforts to address the opposition's #ExxonKnew digital campaign. Managed social response and content for the "Perspectives Blog." Navigating and addressing challenges related to the campaign, while also ensuring ExxonMobil could effectively share its perspective. Developing real-time analytics reports and online conversations, responding to criticisms or concerns, and shaping the narrative to align with ExxonMobil's goals.
backlinks & affiliate marketing
Managed the affiliate marketing backlinks and social media strategy by forging content partnerships with API, Shell, Chevron, BP, Energy Now, and others to amplify joint public and government affairs efforts.
cross-functional coordination
Coordinated with the PR teams to address social media opportunities, questions and responses. Drafted corporate social media guidelines, managed and trained team members and lines of business worldwide on channel strategies, content calendar best practices, analytics processes, KPIs, paid media campaigns and budgets.