Social and Digital Media Officer, June 2022 - Present
My primary responsibilities include managing and developing UofG’s social media presence by creating engaging words, images, videos and graphics to reach various audiences, with a total following of 995k+.
Heist Awards 2024 - Highly Commended Award and Shortlisted for Best Use of Content (2024, 2023) and nominated for Marketing Team of the Year (2024)
Select projects and examples of work:
Growing TikTok following by 135% in 9 months
For Halloween in October 2024, I posted a video of campus at night, edited to a trending Harry Potter/ Hogwarts audio, which went viral.
This video alone increased our total following by over 26k followers, helping us reach over 50k followers, exceeding our year target of 30k in two months!
Nine months later, it continues to get engagement, strongly contributing to us achieving over one million total likes on the channel.
Filming the TRUST Orchestra of Indonesia in the Cloisters! The video of was picked up by Classic FM and reposted on their channels and website!
Stats from performance on our TikTok: 1.2 million videos, 200k likes, 907 comments, 28k shares, 16k saves and 3.5k new followers
Other TikTok and vertical content examples
Project with the World Health Organisation (WHO)
In March 2024, UofG awarded an honorary degree to the Director-General of the World Health Organisation (WHO), Dr Tedros Adhanom Ghebreyesus. During the visit, the WHO asked UK universities to support the Pandemic Accord, and the Principal committed UofG to do so. I was tasked with producing relevant social and digital media content to engage colleagues, students and external audiences about UofG's support for the accord.
With only a week until the last round of negotiations on the draft accord restarted, I used effective communication to organise, film and edit three pieces of video content with the Vice-Principal and Head of Medical College, an Academic colleague and five students.
This resulted in UofG having the largest share of voice across the higher education sector in relation to the accord when analysing content performance on our social media listening platform Brandwatch. These videos are being further utilised as learning resources for the School of Health and Wellbeing.
Interviewing and creating a video about Dr Tedros Adhanom Ghebreyesus, WHO Director-General visit to UofG and receiving an Honorary Degree
Lecturer and Alumna shares the personal impact of vaccines and the need for equal worldwide access.
Feedback
UofG Reward & Recognition Award for project - demonstrating exceptional effort against University Values
UofG Reward & Recognition Award for project - demonstrating exceptional effort against University Values
From the Director of Marketing & Communications (External Relations) at UofG: “Elly, when the World Health Organisation asked UK universities to support the pandemic accord and the Principal committed UofG to do so, your engagement with colleagues and students alike on a tight deadline to produce relevant social and video content ensured that UofG had the largest share of voice across the HE sector in relation to the accord. The positive feedback from WHO and the Principal was testament to the quality of the resources you produced.”
I created a briefing document for key internal UofG stakeholders and external stakeholders at WHO, outlining a communications plan, highlighting key channels, timings, written content and links to creative assets for their awareness and support. Adapting for specific platforms, I also created landscape, square, and vertical versions of all three videos.
I secured a collaboration with Dr Tedros on Instagram and reshareds on X/Twitter.
International Communications Support
In February 2024, I supported a senior delegation visit to India for 12 days across four cities. I built effective links and relationships with senior stakeholders, both internally and externally, to cover industry and partner institution visits and agent and offer-holder events.
Video filmed in Mumbai with the Principal and posted ahead of the next delegation visit across channels - our top-performing content in May on LinkedIn with a 13.01% engagement rate.
Together Against Gender-Based Violence
I played a key role in supporting the dissemination of the Together Against Gender-Based Violence campaign. My primary responsibility was creating all video content for social media, websites, newsletters, and digital screens across campus.
Video content had 414k total views and over 12.7k engagements on social media and the campaign website has had 13500 views since the launch.
During the 16 Days, I supported student-led SRC events, including the Fight for the Night March and the Gender-based Violence Vigil. Attending these events also allowed me to capture content for the wrap video.
Launch Video
Working with the Head of Social Media & Student Communications, I helped produce the script and launch video for the campaign.
Working with the Head of Social Media & Student Communications, I helped produce the script and launch video for the campaign.
This involved proofreading and liaising with colleagues to secure filming and locations for eight people.
Wrap video
During the 16 Days of Activism, I gathered content to create a wrap up video featuring events and activities that took place during the campaign.
During the 16 Days of Activism, I gathered content to create a wrap up video featuring events and activities that took place during the campaign.
Artist Interview
The campaign featured a powerful art installation by Glasgow-based artist Molly Hankinson. I captured Molly being interviewed in her studio and working on pieces for the exhibition. During the installation in the James McCune Smith Learning Hub, I interviewed Molly to get her reflections on the exhibition's themes, the pieces on display, and her hope for how visitors would engage with the artwork.
I was inspired by the TateShots video series for my filming and editing style of this video.
Creative Storytelling
Planting a Wee Forest on the Garscube campus
Interviewing a student for World Refugee Day
Presentations and webinars
Restarting and co-chairing the Social Media Network at UofG. The network has grown to 100+ colleagues to discuss communication best practices related to social media in the university setting. Through concise PowerPoint presentations, I update the network on platform trends, which has built organisational capability.
During regular meetings with our 30+ Student Content Creators, I deliver training sessions that enhance their skills and offer personalised feedback. I also provide training for them and wider colleagues on how to film for social media, use equipment, and edit.
Samples from presentations for students and colleagues:
Samples from presentations for students and colleagues:
Panel speaker for online webinars “The Dos and Don'ts of Higher Ed Social Media” March 2024 and August 2024 and “What do students really want” October 2024
Cycling World Championships
Alongside volunteering on the Media Operations Team at Glasgow Green, I led UofG's content during the Championships.
Content plan around other key calendar moments such as Results Day to keep on top of varied content to post during the champs.
Report and stats on content performance including a general activity analysis for future event communications considerations.
A takeover I did for the UofG Instagram account covering the Elite Women's Road Race from start to finish during the UCI Cycling World Championships.
Alongside video content, I also captured photography action shots around campus
Campus Photography and Graphics
