During my tenure, our social media presence went from an afterthought to a channel of direct communication without our audience and primary content generator. Encouraged Gary Vee's marketing advice (to focus on our niche and experiment with the medium), I was able to expand our social media from presence into relevance. Was every experiment a success? No, but that's never the point. It's simply to find what resonates, iterate, and expand.

The Instagram, which had existed since 2014, had only 2,000 followers. When I departed, our audience had grown to over 15,000. Our posts regularly outperformed niche organizations many times our size, and a complete 180 on social as a crucial part of our communication strategy. Today, their audience continues to grow, guided by ideas I first set in motion.