The unm bookstores
Social Media Strategy & Content Direction
As part of my role, I manage the UNM Bookstores’ social media platforms, guiding both strategy and creative execution.
2024 – IMPROVING THE OVERALL STRATEGY:
The @unmbookstores feed needed stronger brand consistency and a more engaging narrative. I implemented a refreshed visual system and shifted the content strategy, expanding content beyond sales, and reshaping the accounts into dynamic extensions of the UNM student experience.
2023 FEED:
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Sales graphics used as posts
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Repeated posts
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Mostly promotional content
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Stories only used for reposts
- Low engagement
2024 FEED:
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Photo-first feed
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Social-native graphics
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Reduced sales-focused posting
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Educational content moved to Highlights
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Increased engagement and reach
2025: BUILDING ON THE SUCCESS:
A year of progress revealed strong momentum, but it also showed that sustaining this growth required a more intentional investment in social media. It could no longer be an afterthought.
Building on the new strategy, the second phase focused on elevating quality and expanding output. Hiring a dedicated social media student employee enabled my team to strengthen our photography and refine our messaging.
Over two years, our social media presence saw a 48% increase in followers.
2025 FEED
HIGHLIGHT:
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- THE ENGAGEMENT
More than following, I think the most significant transformation is the engagement. Below is a side-by-side comparison of the same week in 2023 and 2025 (Sep. 26–Oct. 2).
- In 2023, this week saw unusually high engagement due to the launch of the Cherry on Top balloon merchandise, resulting in a 50% increase from the previous week.
- In 2025, we also saw a 48% week-over-week increase following our Cherry on Top push, but with about 5.5 times more accounts engaged.
Analytics: Sept. 26–Oct. 2, 2023
