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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):


9:45 am–10:30 am PDT —

Case Study: "Right Audience, Right Content, Right Time" – Strategies for Engaging Multiple Constituencies across Multiple Social Channels

Many researchers suggest that there is a unified sweet spot on social media platforms to time your posts for optimal engagement. Few identify solutions for the challenges we experience when our organizations have a diverse set of goals for a variety set of stakeholders.

While simply feeding “the content monster” is often times the best we can do as social media managers, it’s time we start thinking strategically about how to effectively communicate our organization’s key messages to the right audience at the right time.

In this session, Rachel will use her own experiences as case studies to discuss the importance of knowing your digital audiences, resources for creating relevant and timely social content, and ways to amplify your reach for continued success.

Takeaways include:

  • Real-life examples to illustrate to-dos and not to-dos
  • Best practices on how to create valuable posts for the right platform and audience
  • Resources for content generation and other promotional tools

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