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Eileen Reynolds

Director of Social Media
New York University

Eileen Reynolds became a founding member of New York University’s social media team in 2013, and since then has helped grow audiences for NYU’s central channels to a combined total of over 1.6 million followers today. As social media director, she oversees content and strategy for NYU’s Facebook, Twitter, Instagram, and LinkedIn pages, writes, edits, and produces for the NYU News website, and leads the 200+ member university-wide social media ambassadors group.  

Outside of her work at NYU, Eileen has written on arts and culture for publications such as the Forward, the Los Angeles Review of Books, the Believer, and the website of The New Yorker, where she previously worked as a proofreader on the magazine’s print and digital editions. She holds a master’s degree in cultural reporting and criticism from NYU’s Arthur L. Carter Journalism Institute and a bachelor’s in bassoon performance and English literature from Florida State University. Her writing on the bassoon has been featured on WNYC's Soundcheck, WBEZ’s Nerdette, and NPR's All Things Considered.     

Eileen Reynolds’s Session(s):


10:00 am–10:45 am — Wednesday, October 16, 2019

Social Media Personas: How to Build Out Your Institution's Voice and Tone on Social Media

Having a clearly identified brand voice and personality across your social channels is one of the most important components of your social strategy. How do you leverage what you know about your audience to define a presence that will resonate with and engage them?

This panel will dive into examples and insights around discussion topics including:

  • Describing the difference between voice and tone, and the role your institutional voice should play in your social media strategy
  • The process of developing your institution's voice on social
  • No campus? No football? Don’t force it. What makes YOUR audience feel proud/nostalgic/connected/emotional, and how do you harness that? Hint: the “cheerleader” persona doesn’t work for everyone.
  • How informal is too informal? Which emoji are safe? Finding the “fun, well-read party guest” persona, somewhere between stuffy press releases and (embarrassing) impersonations of your students
  • If you can make it here… Notes on taking tone/style inspiration from your location(s)
  • Building guidelines for your institution or department's social media
  • Trying to be trendy. When to utilize trending topics, plus examples of good and bad uses of trending topics

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