Social Media Marketing

Zoe Zhuoer Hong

Chicago, IL 617-***-**** ******@**.*** linkedin.com/in/zhuoerhong

Education

Boston University College of Communication Boston, MA

Master of Arts in Emerging Media Studies Sep 2020

Relevant Coursework: Database Design and Implementation for Business, Computer-Assisted Text Analysis, Social Data Analysis and Visualization, Information Structure with Python

University of Shanghai for Science and Technology Shanghai, China

Bachelor of Arts in Communication Jul 2018

Relevant Coursework: Database Technology, Marketing Research and Calculation, Web Design

Professional Experience

Volvo Car (Asia Pacific) Investment Holding Co., Ltd Shanghai, China

External Corporate Communications Intern Mar 2018- Jun 2018

Wrote and edited contents on social media for building brand awareness

Created and operated Volvo Cars' new WeChat Official Account, conducted marketing research to improve platforms’ KPI, boosted views per post from around 300 in March to over 1,000 in June

Analyzed potential KOL, and facilitated further communications on cooperation issues

Tongling Jinrun Advertising Co., Ltd Tongling, China

Marketing Intern Dec 2016- Mar 2017

Created advertising plans, and supported to design the maximum profit scheme

Drafted the advertising copy to meet the customers’ requirements

Analyzed customers’ feedback and communication effect for further advertising

Projects

Understanding Public’s Intentions to Follow Local Government’s Stay-at-Home Orders during the COVID-19 Pandemic using Twitter Semantic Analysis Mar 2020- Present

Conduct Twitter semantic analysis on 20k tweets and adapt machine learning approach under the Protection Motivation Theory (PMT) framework to study people's intentions to follow stay-at-home orders

Propose recommendations for public health professionals to gain insights into techniques for crisis communication

Conclude that PMT appraisal factors are significantly associated with the intention to follow stay-at-home orders and the negative emotions have a stronger effect on people’s willingness to adopt recommended behaviors, and present the project at #Screentime Conference

Interactive Web Design for MASSCreative Jan 2020- June 2020

Redesigned website for MASSCreative using HTML, CSS and WordPress to develop interactive user experience

Conducted focus group and usability test to develop user personas and evaluate the redesign

Helped MASSCreative to have a user-friendly WordPress website for promoting arts advocacy

Game Station Database Design Jan 2020- May 2020

Designed an Oracle database for a B2C E-commerce website called "Game Station", the one-stop online game store

Created use cases and implementation scenarios to enable practical use

Defined questions useful to the organization and developed queries accordingly to solve problems

Marketing Research on Variables that Affect People’s Opinions on iPhone Sep 2019- Dec 2019

Collected three years’ Twitter data on new released iPhone by using Crimson Hexagon

Conducted sentiment analysis by using supervised and unsupervised machine learning to gather people’s opinions

Synthesized the result from R and concluded that external features of iPhone arouse most discussion on Twitter while the brand needs to counter negative comments around the product price

Skills

Analytical tools: Google Ads, Google Analytics, HubSpot, SEMrush, Excel (Pivot table & VLOOPUP), Tableau, SPSS

Programming languages: SQL, Python, R, HTML, CSS

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