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.