**** ******, ******* ** ● 650-***-**** ● abkua5@r.postjobfree.com

SHAUNA WRIGHT

200

EXPERIENCE

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Content and Social Media Strategist

Lokion Interactive (Memphis, TN)

Clients included FedEx, Viking Range, Nokia, Hilton Hotels, Cellular South, First Tennessee and Smith &

Nephew, and non profits such as the Memphis Symphony Orchestra and Beale Street Caravan.

Social media tasks:

• Social media strategy plans

• Online conversation monitoring (using tools such as Radian6)

• Identification of key influencers

• Analysis (including Facebook Insights and Google Analytics)

• Crisis intervention

• Monthly reports

• Presentations to key stakeholders

• Client proposals

• Training client staff members

• Lokion Flickr/Facebook/Twitter posts

Sample Project:

In 2009, a brand with a negative reputation for reliability and service among some consumers was

apprehensive about opening up a public dialogue with those customers using social media channels. I

understood that many of a brand’s most loyal customers are often not those who’ve had perfect product

experiences, but rather people who’ve had issues and had them resolved quickly, courteously and efficiently.

Therefore, I worked with the brand to create a social media strategy in which online conversation monitoring,

Facebook, and Twitter were used in conjunction with in depth analysis to identify and communicate with

unhappy product owners.

I also provided training assistance to employees who would be staffing the brand’s Facebook and Twitter

pages, emphasizing the importance of transparency during the resolution process. For example, I urged the

brand not to delete negative comments from its Facebook page but rather to reply publicly, resolve the issue

privately, and return to the public forum with a follow up once a resolution has been reached.

The company’s Facebook page, launched last summer, now has more than 50,000 fans and is used daily for

branded conversations with current and prospective product owners. And since its launch in late 2009, the

same company’s Twitter page has been regularly used to successfully solve service issues, receiving

accolades from consumers and prominent bloggers alike.

Content strategy tasks:

• Web page copywriting

• Copy editing

• Content audits

• Tagline and slogan creation

• Scripts for online demos

• Benchmarking

• SEO keywords (including Google AdSense)

• Online style guides

• Press releases

Sample project:

I worked with a major hotel brand on many projects, including one in which I revised and rewrote the

copy on its over 100 spa properties for message and voice consistency. The client requested that the

style of the copy closely correspond to existing graphics and photographs to create a luxurious,

intimate user experience; that the vocabulary used be sophisticated, reflective of advanced culture,

and non regional in flavor and character; and that the overall feel of the content be one of elegance

and luxury.

On another project for the same hotel brand, I wrote the copy for several themed vacation microsites.

On this project, I also worked with designers, information architects, and programmers to develop

two multi functional Google Gadgets that promoted different vacation types and employed user input

to suggest specific properties fitting the chosen vacation genre. The goals were to increase

reservations, click through rates, and awareness of the company’s many distinct hotel brands. To

date, more than three million people have engaged with the interactive tools.

1996 2006

Lead Content Strategist and Communications Specialist

Fearless Digital Media (San Francisco, CA)

Clients included Tony Hawk, Tom Peters, Mikhail Baryshnikov, AOL, Showtime, BBC Online, Houghton

Mifflin, and Jones Soda.

Tasks:

Web page copywriting

•

Copy editing

•

Tagline and slogan creation

•

Scripts for radio ads

•

Promotional email campaigns

•

Benchmarking

•

Press releases

•

Speech writing

•

Catalog copy

•

Corporate messaging

•

SKILLS

Advanced knowledge of various social media platforms including:

• Facebook

• Twitter

• Foursquare

• Tumblr

Analytics tools including:

• Google Analytics

• Radian6

• Facebook Insights

Microsoft Office Suite

Photoshop

HTML

ETC.

Don’t Get Burned on eBay: How to Avoid Scams and Escape Bad Deals

O’Reilly Media (April, 2006)

Author. Book details various ways to stay safe on eBay using real life stories from eBay’s user forums in the

US and abroad. Currently in its second printing.

EDUCATION

The University of Memphis

Bachelor of Arts (1993)

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