Social Media and the Future
Learning Social Media Strategy Through Data
During my internships at the Deji Art Museum in sophomore summer and STO Express in first year summer, I was responsible for operating Chinese social media RedNote accounts for both companies. At STO Express, I had little technical knowledge and social media operation skills as an ordinary user. Therefore, it was hard for me to build an account directly. Therefore, I started with the quantitative side by collecting over 300 engagement data points from competitor accounts and analyzing them in Excel. This task helped me link data analysis skills to creative strategy and understand how stories from data could align with market positioning. In the process, I also assisted my mentor in content creation, editing, and post scheduling for official RedNote accounts.
Applying Analytical Skills to Creative Content
The experience at STO gave me a foundational understanding of social media operations. Then, I applied these skills in a more creative and independent context at Deji Art Museum. I built and managed a subsidiary RedNote account from scratch and ended up attracting 250+ followers within two months by myself.
Besides, I used the analytical mindset from the internship experience at STO Express to track audience responses and refine our visual strategy. After realizing the difficulties in attracting the audience’s attention by pure art exhibition information post and artists story post, I initiated the “Art Appreciation Playlist” series by using film recommendations to contextualize artworks and artists, which resulted in 644+ likes, and 904+ collections.
Expanding Creative Vision Through Independent Projects
After these internships, I continued to explore my creative approach by co-running an independent aesthetic and photography account with a friend. I am on visual contents through photo selection and video editing, while she writes the captions. This experience further strengthened my media posts production skills and fostered my sensitivity to visual storytelling. I began to notice patterns—how certain tones, editing rhythms, the choice of colors or posting times affected interaction. With our efforts, the very first post received over 110 likes.
Wesleyan University, Middletown CT