Since taking over the social media presence for the SMU Temerlin Advertising Institute (TAI) in August 2025, I have managed and grown the program's digital footprint across Instagram, TikTok, LinkedIn, Facebook, and Linktree, building the brand organically with zero paid promotion across any platform.

My approach is rooted in strategy first. I identify what each platform's audience needs, what content format performs best in each environment, and how to align content with TAI's broader goals: student recruitment, alumni engagement, brand awareness, and faculty thought leadership. From there, I execute the content myself, writing, producing, and publishing across all channels consistently.

The results speak to what an intentional, organic strategy can achieve. On Instagram, total views grew by 111.5% since I took over, reaching 370,500 views with 8,100 content interactions, all earned and none paid. Content interactions doubled, and new followers accelerated 53% in the most recent 90-day period. 

On LinkedIn, impressions grew 30.7% to 46,814, and reactions increased 35.3%, with a 972-follower audience concentrated in key advertising markets including DFW, New York, Los Angeles, and Austin. On TikTok, the account generated 22,000 video views and reached 20,000 viewers despite having only 139 followers, a direct result of creating content designed to be discovered rather than just consumed. The platform's Linktree bridges all channels and maintains a 60.4% lifetime click-through rate, well above the industry average of 30 to 50%.

A core part of my content philosophy is authenticity. Rather than producing polished, overly institutional content, I develop concepts that feel native to each platform and true to TAI's identity as a creative, culture-forward advertising program. On TikTok, this meant building an #OOTD series around a faculty member that generated the account's top-performing posts and tapped into the fashion and culture conversation. On Instagram, it meant leaning into student spotlights, alumni stories, and behind-the-scenes moments that consistently outperform more produced content.