Social Media Marketing

Outcome: Social-referred traffic at New Classrooms grew 759% in new users and 664% in engaged sessions year over year as part of a broader digital marketing effort.

The challenge. Education audiences need useful ideas, credible educator voices, and evidence, not a constant stream of product announcements. I treated social media as one part of an integrated approach to discovery, engagement, and demand generation.

My role and approach. Across New Classrooms, Pearson, and ThinkFree, I developed social messaging and programs aligned with content marketing, product initiatives, educator needs, and thought leadership. I tailored topics to teachers, school and district leaders, and other relevant audiences, then used engagement and referral data to adjust what we promoted.

Representative work. At New Classrooms, we shared educator perspectives, implementation stories, and mathematics instruction research to expand awareness of Teach to One Roadmaps. At Pearson, social posts extended the reach of assessment resources, blogs, and customer stories. At ThinkFree, blogging and social participation helped establish a voice in the emerging web productivity market.

Channel choices. LinkedIn, Facebook, Twitter/X, and YouTube offered different ways to reach audiences and support content campaigns. I used audience relevance, channel behavior, and performance trends to guide content choices rather than treating every platform identically.

What I learned. Authentic classroom examples and timely, substantive education content provide stronger reasons to engage than generic promotional messages. Social works best when it connects to useful next steps, such as relevant articles, webinars, and product resources.