Wake Forest School of Medicine occupies a firm position among the best medical schools in the United States.

When I launched Wake Forest School of Medicine's social media presence in 2019, the challenge was clear: transform the digital platforms into powerful tools for reputation building among one of the nation's most competitive medical schools. With only 120 seats for thousands of applicants annually, every touchpoint mattered.

I built a multi-platform ecosystem where each channel serves a distinct strategic purpose. Instagram became our window into student life, not just showcasing achievements, but revealing the multidimensional humans behind the white coats. The metrics that matter aren't follower counts, but moments of genuine connection. When a student comments, "I love seeing your page celebrate the student body and show how we can be multi-dimensional people with our various interests encouraged," that's a strategy working at the human level.

What distinguishes my approach is understanding that social media isn't monolithic. It's a collection of communities with different needs. Each platform requires its own voice, content strategy, and success metrics. For prospective students on Instagram, we crafted aspirational narratives about research opportunities and life in the Innovation Quarter. For faculty on LinkedIn, we highlighted groundbreaking research and institutional achievements. For alumni on Facebook, we foster continued connection and pride.

This targeted approach extends to moments like Match Day, where custom graphics and real-time engagement transform a traditional announcement into a celebration that resonates across our entire digital ecosystem. The result: a cohesive digital presence that elevates Wake Forest School of Medicine's reputation while authentically serving each unique audience.