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Amy Ortega

Social Media Director
University of Phoenix

Amy Ortega is the Social Media Director at University of Phoenix, where she oversees and implements the strategy for the University’s social channels. Amy considers herself a true social media OG, having worked in the industry since 2011. She has a strong passion for developing engaging, consumable content and providing a personalized community management approach that fosters a sense of community for students. Amy holds a bachelor’s degree in communications and MBA from University of Phoenix. Outside of work, Amy aspires to be a Pinterest Mom, enjoys a good glass of wine, and she loves testing out new recipes.

Amy Ortega’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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