Social Media | claireroper

Social Media Strategy & Campaign Management

Shaping Social Strategy for Virgin Trains

Project-managed the development of a social media strategy within a major digital transformation initiative. Scoped, planned, and facilitated cross-functional workshops to align marketing, customer service, and digital teams. Delivered a refined tone of voice, improved escalation processes, and a structured content roadmap, ensuring consistency and alignment with organisational objectives.

Transforming Social Engagement into Salesforce Leads

Developed a solution that connected Facebook Business pages with Salesforce via Pagemodo, turning social interactions into qualified leads. Demonstrating how social engagement could be transformed into actionable sales insights.

Working for a Salesforce Implementation company, SolX Consulting, we were often asked how to generate leads from social media into their salesforce database. I created a solution which allowed customers to use Facebook Business page, generating leads into their salesforce.com database, using a third party tool called Pagemodo.I also demo'd this at a customer event, which was a huge success. This page allowed customers to vote for the five most popular charts by entering their details, each entry was then populated into salesforce, which we then displayed using dashboards and reports.

Viral video, Porirua Libraries

Creating Impactful Viral Content: My Experience with Porirua Libraries

I created a viral video for Porirua Libraries by combining humour, storytelling, and community spirit to showcase the library in a fresh, engaging way. The video highlighted the fun and welcoming atmosphere of the space, using relatable moments and a light-hearted tone that resonated with both locals and a wider audience. By tapping into trending audio, authentic reactions, and strong visuals, the post quickly gained traction across social media, reaching thousands of views and shares within days.

CEO as a Digital Influencer

Designed an organic social media campaign that positioned the CEO as the face of innovation. This approach turned leadership into influence, driving engagement, showcasing

product value, and sparking wider

conversations on digital collaboration.

LGFA Award for Transforming Services Delivery

During the 2020 Lockdown created a fluid, real-time digital strategy to manage Porirua City Council, Te Rauparaha Arena and Porirua Libraries. Adjusting our communications in real time to deliver timely and relevant content.

This also required an online database solution for the Love Local Campaign, part of the Covid-19 recovery plan. Created a web based solution, allowing business owners to submit their details via a digital form and a Facebook Group, called Love Local - Porirua. Giving business owners and the local community to engage with each other.

Leading a Youth-Led Social Media Initiative

As part of Children’s Day at Aotea Lagoon, I led a youth-led digital engagement initiative for Porirua City Council — empowering young people to take over the Council’s social media platforms for the day.

From planning and coordination through to delivery, I managed the full project lifecycle — developing a content framework, briefing participants, and ensuring brand alignment and online safety. The result was an authentic, high-energy campaign that celebrated creativity, built digital confidence among participants, and showcased the community spirit of Porirua.

Global LinkedIn Workshop Programme

Led the design and delivery of a global LinkedIn Workshop programme, managing all aspects from planning and content development to execution across multiple regions.

This equipped participants with practical skills to optimize their LinkedIn presence, enhance professional engagement, and strengthen brand visibility.

Cross-Brand Engagement Through Social Media

Organic Twitter campaign that brought together 14 industries and products across the organisation under a unified Valentine’s Day theme. The campaign featured 14 creative, cheeky visuals that playfully “matched” products and services, driving cross-industry engagement.

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When you've been made redundant, but your content still lives on!

Four months ago, I was made redundant. It was tough, but now I’m in a role I love - and I’ve realised something powerful. Campaigns I created are still running, proving that good content has a life of its own. From no-budget recycling projects to a 60th anniversary celebration and election campaigns, my work continues to make an impact even after I’ve moved on.

People use smartphones, surrounded by social media icons connected by glowing lines on a dark background, symbolizing digital connectivity.

The Invisible Hand of Social Media: How Algorithms Shape What We See

Social media isn’t just about staying connected—it’s how millions consume news every day. But what you see on your feed isn’t random. Algorithms filter and prioritise content, often reinforcing existing views while hiding others. This creates filter bubbles, fuels polarisation, and makes misinformation harder to spot. Understanding how algorithms work is the first step to breaking free and making more conscious choices online.

Cartoon man with glasses, wearing a gray shirt and apron, looks worried while typing on a laptop. Books and plants in background.

Choosing the Right Topic: Writing Through Fear of Backlash

Writing publicly isn’t just about words, it’s about courage. The hardest part isn’t always what you write, but deciding what to write when the risk of backlash feels high.