international african american museum
international african american museum
ROLE: SOCIAL MEDIA MANAGER
As the Social Media Manager for the International African American Museum, my role centered on transforming the museum’s social accounts from a modest reach of 50K/month into dynamic platforms for engaging, educational content while building excitement for the museum’s opening in June 2023.
Through a strategic content plan, I balanced historical storytelling, audience engagement, and promotional campaigns. Key initiatives included six series, video content, and a countdown campaign featuring exhibit sneak peeks and behind-the-scenes footage.
TECHNICAL SKILLS
Social Media Strategy & Brand Management
Hardware: Canon 6D ∘ Sony A6300 ∘ Lumix BGH1
Tools: Canva ∘ Sprout Social ∘ Monday.com ∘ WordPress ∘ Microsoft Office Suite ∘ Adobe Photoshop ∘ Adobe Premiere ∘ Capcut
Social Platforms: Instagram ∘ Twitter ∘ Facebook ∘ LinkedIn
Photos taken by me.
much representation of the museum’s dynamic community or activities. After reimagining the approach, I elevated the social media aesthetic to a colorful and lively one, symbolizing the vibrancy, resilience, and diversity of African American heritage. The shift included a balanced mix of videos and photos, showcasing not only the museum’s exhibits but also the people who bring it to life—visitors, members, talent, staff, and community partners. By incorporating dynamic visuals like behind-the-scenes footage, interactive posts, and candid moments, the museum’s social media became a more engaging and authentic representation of its mission, resonating deeply with a wider audience.
Before my tenure, the International African American Museum’s social content featured a predominantly black-and-white aesthetic, focusing on historical gravitas but lacking the visual vibrancy needed to fully capture the richness and diversity of African American culture and history. The content relied heavily on static photos, often showcasing exhibits or historical moments without
Before
After
Juneteenth on the Yard (J.O.Y.) was a celebratory Juneteenth festival hosted at the International African American Museum, featuring Benny Starr, a popular artist from Charleston, SC, as the headliner alongside his band, The Four20s. As part of the event, I filmed Benny Starr in the Atlantic Worlds exhibition, a powerful space dedicated to showcasing the transatlantic journeys connecting North America, South America, the Caribbean, and Europe. The resulting video reached nearly 9,000 people, contributing to not only a sold-out festival but also a sold-out day at the museum, marking a significant moment of community engagement and celebration.
Sleeping with the Ancestors, written by Joseph McGill Jr. and Herb Frazier, chronicles McGill’s powerful Slave Dwelling Project, which began in 2010. As a historic preservationist, McGill has toured the country, spending nights in former slave dwellings across the South, North, and West—challenging the misconception that such structures exist solely in the South.
To promote the book, the International African American Museum hosted a signing and discussion event featuring McGill and Frazier. I filmed the authors at Magnolia Plantation, one of the stops on their tour and a pivotal location in Charleston, SC, that holds deep significance in American history and the African American journey. The resulting video reached over 7,000 viewers, generating significant engagement and contributing to a sold-out program at the museum.
ACCOMPLISHMENTS
At the International African American Museum, I spearheaded the creation and fostering of six impactful content series, with the most notable being Illuminating the Journey, a series that brought to light untold stories of African American history. IAAM’s social channels garnered an impressive 9.4 million impressions across all social platforms, with Facebook and Instagram emerging as key drivers due to their alignment with the museum’s target audience. I developed creative briefs and directed engaging video content, ensuring that each piece resonated with the audience and supported the museum’s mission.
Despite challenges like limited initial reach and the need to engage a diverse audience, the museum’s social following increased by 52% during my tenure. I implemented tailored strategies, including content specifically aligned with target demographics to enhance visibility and impact. By the museum’s launch, monthly reach had increased by 300%, and engagement rates consistently exceeded industry benchmarks. The social platforms transformed into vibrant, trusted spaces for cultural and historical narratives, effectively positioning the museum as a leading cultural institution. These accomplishments not only highlighted the power of storytelling but also laid the foundation for sustained digital growth and engagement.