Social media management

Boston University Newbury Center

  • Managed the day-to-day publishing and response across the Newbury Center’s social media channels including: Twitter, Facebook, Instagram and LinkedIn

  • Create social media posts to build the first-generation student community and tell the untold stories of BU first-gen

  • Work closely with the Center director to develop and execute communication strategies to increase exposure of the center’s programs and events

  • Conduct monthly analytics on Sprinklr and Google Analytics to track social media activities and update social media strategies accordingly

marketing communications research project

Client: Xiaohongshu (小红书)

A Measurement Model for Xiaohongshu

About the project: The social-commerce and user-generated Chinese content platform, Xiaohongshu has 0.2 billion of monthly active users and is one of the most used social platforms by Chinese Gen Z. Jiayi’s study intends to assist the platform in identifying its primary and target consumers as well as investigating the variables that influence users' experiences. In this project, Jiayi:

  • Identified the characteristics of valid and reliable measures for quantitative and qualitative research study for the client

  • Identified a sampling strategy, matched measures and sampling strategy to a survey, designed and conducted (pre-test) a survey of 180+ respondents for the client

  • Modified survey questions based on data analysis through IBM SPSS, analyzed the measures for reliability and content validity