WNET - New York Public Media
Whitney worked as a social media editor from 2012-2015, at WNET, PBS's flagship station. In this role, she managed local and national social media communities, learned the basics of analytics and developed her skills in social media production.
In 2016, Whitney returned to WNET to lead the social media team (community managers and social video editor). During this time, she accomplished many milestones for her career and the organization, including:
Launching an influencer event series, to bring programming to younger audiences. This was done in partnership with Tumblr and included a screening, talk back and reception. Films included in the series were The Talk: Race in America, First Person (YouTube web series) and more.
Creating the standard social media package delivery for each WNET produced film. This included socially optimized trailers, teasers, tune-in graphics, quote graphics and suggested copy.
Producing over 50 shareable social media AV assets to attract new viewers to WNET programming.
Establishing the WNET podcast program that led to the development of the MetroFocus podcast, the SciTech Now podcast and more.
Leading all social media paid promotion in house, including platform strategy, A/B testing, ad optimization and cost analysis.
CASE STUDY
PROBLEM: Bespoke AV content consistently performs on social media, but the WNET social media team rarely had access to talent for social media production.
SOLUTION: Twice a year, the WNET publicity team flies out majority of the upcoming season’s talent to participate in TCA. Taking advantage of all this time with talent, Whitney created a full-scale social media studio on site. Working with the hotel, Whitney nailed down a location, hired a local crew and had AV concepts approved by series teams and talent. Whitney produced and directed each “social media suite” and worked with in-house editing teams to create high-quality, socially optimized assets for show pages (FB, IG, YT etc). This studio allowed show pages to have access to more talent than ever before and led to the production of over 20 pieces of social content, shot over a 2-day period.
