Social Media
Social media is a powerful tool for business growth, and my experience in this space continues to evolve. In college, I was a Social Media Intern for Soul Fire Art Studio, creating content for Instagram and Facebook to promote their projects, classes, and events. After graduating, I joined Capri Communities as a Graphic Designer. As I learned more about the company, I helped improve their social media strategy and grew into my current role as Design and Social Media Specialist. I now manage Meta ads across 23 pages, post community events, develop campaigns, manage the corporate accounts, and track analytics.
Capri’s Social Media Growth
When I joined Capri Communities in 2021, social media was barely being used. I introduced new strategies to help the company better leverage its platforms. At the time, 14 communities had inactive Facebook pages. Over time, I helped implement a system to train and support staff at each location in posting regularly. Today, Capri Communities has 23 active Facebook pages with 75 trained posters across the company. We’ve even introduced internal social media awards to encourage engagement.
From 2021 to 2024, our social media reach grew by 196.33%, aligning with our goal of increasing brand awareness for Capri Communities, the management company behind our communities. In 2024, I promoted 243 events across our social media channels and ran paid ads for 159 of them.
Human Resources
Due to Covid-19, hiring healthcare workers became especially challenging. To support HR initiatives and improve recruitment, we created dedicated Facebook and Instagram accounts to promote job openings and careers at our communities. I manage monthly ad campaigns that spotlight different communities based on their current hiring needs. I meet regularly with the HR team to discuss ongoing initiatives, review staffing priorities, and ensure we’re supporting the communities that need help filling positions. I designed job post templates to maintain consistency across our social media content and make it easy to quickly create posts when urgent hiring needs come up.
In 2024, with an increased ad budget, we achieved a 138.25% increase in page reach compared to 2023. This growth directly supported our goal of expanding brand awareness across Capri communities.
Enjoy Life Active Aging Symposium
To promote and recognize sponsors for Capri’s Enjoy Life Symposium, I’ve created a dedicated social media calendar for the past three years. The promotional period typically spans about two and a half months. During that time, I carefully plan and schedule a mix of posts highlighting sponsors, activities, speakers, and event updates to build excitement. For sponsor spotlights, I researched each company to write short, personalized captions. On the day of the event, June 4, 2025, I captured and shared reel content throughout the Symposium to engage attendees and promote the event
Upcoming Events
The most common Meta ads I manage promote upcoming events and open houses. These events range from blood drives and craft fairs to networking events, hiring fairs, and community open houses. Based on RSVP feedback, Facebook is consistently the top way people hear about our events. In 2024, 15% of Capri’s website traffic came directly from social media.
Serendipity Home
To build excitement for the store opening, I created a social media campaign for Facebook and Instagram. In the weeks leading up to the event, I also ran Meta ads to help promote the launch. This campaign helped launch their social media pages and gave them a solid foundation to build off of. After the campaign wrapped up, I trained the team on how to manage their accounts, create content, and use social media as a tool to grow their brand.
Campaigns
Over the years, I’ve created several social media campaigns to promote Capri Communities, running over the course of weeks or months.
One example is our Heard Around Capri campaign, which highlighted positive Google reviews from residents and families. This allowed us to share real feedback and spotlight different communities from the corporate account.
The bottom three images are part of our HR campaign, which focused on showcasing a different employee benefit each week to help promote careers at Capri Communities.