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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
  • Instagram and Facebook Live: Everyone wants to do it, but when is the right time and how do you measure success? Is promotion beforehand or post-event key? How do we get butts in seats AND promote live coverage without clashing?
  • 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?
  • 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?
  • How to use analytics to justify your case to leverage stories for your organizations’ content

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