SCOUTING AMERICA / SOCIAL MEDIA & CONTENT
The strategy behind the stories.
Building a more visible, relatable Scouting presence through strategy, storytelling, and hands-on creative execution.
Challenge
Scouting offers experiences that build confidence, character, and leadership, but many families don't fully understand what modern Scouting looks like. The challenge was to make those experiences more visible and relevant to current and prospective families.
Strategy
I independently built a content strategy around showing Scouting rather than simply talking about it. I decide the audiences, content priorities, stories, campaign messaging, and creative direction, using photography, short-form video, humor, and authentic experiences to make the mission relatable. I use performance data to refine the approach.
My contribution
I lead the entire social media process, from strategy and planning through photography, video, design, copywriting, publishing, and performance analysis. I personally create nearly all of the council's social media content.
Results
From January 1, 2025 through October 16, 2026, the council's Facebook page recorded 6.1 million views, 136,400 content interactions, and 4,400 follows. These are overall page-level metrics, not results attributed to any single post or exclusively to organic content.
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