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Rachel Colleen Smith

Associate Director, Social Media
Columbia Business School

Rachel Colleen Smith is the associate director of social media for Columbia Business School, where she implements and maintains social media strategies for the School’s various social media accounts. She works closely with students, faculty, alumni, and administrators to promote School news. Before joining the world of higher education, Rachel spent over 10 years honing her production, digital marketing, public and talent relations skills in the entertainment industry. As social media manager for the children’s television show Sesame Street and its parent company, Rachel established an online presence for many of the program’s beloved characters including Elmo, Big Bird, and Cookie Monster. More recently, Rachel was the fan engagement manager for TIDAL, a subscription-based music and video streaming service, working with artists to promote their live-streamed concerts and music releases. Rachel received a B.A. in liberal arts from Sarah Lawrence College, with a concentration in anthropology and media studies.

Rachel Colleen Smith’s Session(s):


12:10 pm–12:55 pm — Wednesday, October 16, 2019

The Storification of Social: How Your Institution Can Adapt It's Content Strategy to Effectively Leverage Stories, Live Video & Ephemeral Content

This panel will share insights and case studies on topics including:

  • Stories vs. Feed: What's the difference? How to use 15-second snippets to reach institutional goals
  • How to use Facebook stories to enhance current content and events and the importance of cross-channel promotion
  • Ways to keep Facebook Live interesting and unique to your audience
  • How to seek out student/alumni stories on social media for future social media and digital marketing content
  • How do you translate long-form written content into ephemeral content on Instagram or Snapchat? (We only use Insta, though, I think the strategy tracks on both platforms)
  • What topics translate to different audiences? What makes content worthy of a Story?
  • Making the first few seconds count - what gets people to click back to view the content a second time?
  • What tone of voice should you shoot for with Stories?

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