SOCIAL CONTENT FOR UNIVERSITY

RC Libraries @ URochester

RC Libraries @ URochester

RC Libraries @ URochester

A student centered social media project focused on making River Campus Libraries more visible, approachable and relevant to the UofR student body.

A student centered social media project focused on making River Campus Libraries more visible, approachable and relevant to the UofR student body.

Role: Social Media Assistant

Role: Social Media Assistant

Tools: Canva, Adobe Suite, Later.com, social media platforms, Asana, Capcut Pro

Tools: Canva, Adobe Suite, Later.com, social media platforms, Asana, Capcut Pro

Status: Ongoing social media pages for Instagram and TikTok

Status: Ongoing social media pages for Instagram and TikTok

PROBLEM

How Do We Highlight our "Golden Content"?

How Do We Highlight our “Golden Content”?

How Do We Highlight our “Golden Content”?

River Campus Libraries had countless resources and services to offer, but students did not always see how those offerings connected to their everyday campus experience. The challenge was to create a social media strategy that made RCL feel more visible and approachable, making it more student centered so we focused on turning institutional information into relatable content that encouraged students to engage with the Libraries beyond studying.

River Campus Libraries had countless resources and services to offer, but students did not always see how those offerings connected to their everyday campus experience. The challenge was to create a social media strategy that made RCL feel more visible and approachable, making it more student centered so we focused on turning institutional information into relatable content that encouraged students to engage with the Libraries beyond studying.

The Content Pillars

I began by researching RCL’s past social media posts to understand what performed well and what students engaged with. I also looked at current social media trends and student behavior to identify opportunities for more engaging, student-centered content. From there, I used those insights to shape content ideas that connected library resources and services to everyday student life.

01

01

Research & Positioning

Research & Positioning

Audited past RCLibraries posts, reviewed what performed well, and researched current social trends to position RCL as a student-centered campus resource.

Audited past RCLibraries posts, reviewed what performed well, and researched current social trends to position RCL as a student-centered campus resource.

02

02

Audience Insight

Audience Insight

Identified what students respond to most (primarily relatable content, useful resources, study support and quick updates.)

Identified what students respond to most (primarily relatable content, useful resources, study support and quick updates.)

03

03

Content Strategy

Content Strategy

Built content pillars around student stories, library services, study spaces, collections and the people behind the Libraries

Built content pillars around student stories, library services, study spaces, collections and the people behind the Libraries

04

04

Platform Planning

Platform Planning

Tailored content by platform, using Instagram for student engagement and LinkedIn for institutional storytelling.

Tailored content by platform, using Instagram for student engagement and LinkedIn for institutional storytelling.

05

05

Measurement & Results

Measurement & Results

Tracked engagement, saves, shares, views and profile visits to refine content and contribute to peak monthly profile views of 169K, observed through Instagram analytics and Later.com account tracker.

Tracked engagement, saves, shares, views and profile visits to refine content and contribute to peak monthly profile views of 169K, observed through Instagram analytics and Later.com account tracker.

Our Goals for Class Year 2025-2026

MAIN GOALS:

1. Advance experiential learning narratives by highlighting internships, student employment and hands on learning opportunities

2. Strengthen student connection and belonging through authentic student stories and relatable content

3. Increase awareness of library services by presenting them as accessible and relatable


SUPPORTING GOALS:

1. Reinforce RCL as a campus connector and partner Support institutional reputation through thoughtful LinkedIn storytelling

  1. Maintain visual and tonal consistency aligned with University brand standards


MAIN GOALS:

  1. Advance experiential learning narratives by highlighting internships, student employment and hands on learning opportunities

  2. Strengthen student connection and belonging through authentic student stories and relatable content

  3. Increase awareness of library services by presenting them as accessible and relatable


SUPPORTING GOALS:

  1. Reinforce RCL as a campus connector and partner Support institutional reputation through thoughtful LinkedIn storytelling

  1. Maintain visual and tonal consistency aligned with University brand standards


My Social Media Campaigns

A collection of social media posts I curated for specific special events, relevant memes, series and more.

Click Here for Full Instagram Page

Click For Full
Instagram Page

Analytics From Later.com

Analytics From Later.com

A visual summary of account performance from August 31, 2025 through May 10, 2026.

A visual summary of account performance from August 31, 2025 through May 10, 2026.

Account overview

Aug 2025 — May 2026

Followers

4,413

4,413

+202 net growth

Growth rate

4.8%

4.8%

Across the period

Total views

606K

606K

Content views

Views by month

Monthly content-view trend

606K total

606K total

Sep

Sep

Oct

Oct

Nov

Nov

Dec

Dec

Jan

Jan

Feb

Feb

Mar

Mar

Apr

Apr

May

May

Average reach

Monthly reach pattern

1K average

1K average

Sep

Sep

Oct

Oct

Nov

Nov

Dec

Dec

Jan

Jan

Feb

Feb

Mar

Mar

Apr

Apr

May

May

Recap

From September 2025 to May 2026, RC Libraries gained 202 followers, reached 4,413 total followers, and generated over 606,000 views. The account also maintained an average reach of 1,000 users, showing steady growth and stronger visibility through consistent, student-focused content.

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always creating, always curious. © 2026 Joy Lu

always creating, always curious. © 2026 Joy Lu

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