Case Study
Social Media Strategy, Reporting Infrastructure, and Audience Growth Across 4 Platforms
Led weekly content planning and strategy for a real estate team, built a monthly reporting system from scratch, and directed a content team across Facebook, Instagram, YouTube, and LinkedIn — growing combined audience from 2,679 to 6,909 over 27 months.
6,909
Combined followers (end)
+158%
Audience growth
3.8M
Facebook impressions
33K
YouTube video views
27
Months of reporting
3min
Client report generated
What I did
No cross-platform tracking existed. Built a unified monthly reporting system from scratch covering Facebook, Instagram, YouTube, and LinkedIn — follower growth, impressions, reach, engagement, paid vs organic.
Then automated it. Built an Apps Script layer on top of the Sheets tracker that generates a branded HTML client report on demand — any month, in under 3 minutes. No Canva, no manual formatting, no PDF exports.
What I built and owned
01
Cross-platform reporting system — unified tracker with MoM comparisons, trend analysis, key takeaways, and monthly action plan. Built from zero.
02
Automated HTML client report — Apps Script generates a branded, client-ready HTML report for any selected month in under 3 minutes. Replaced the Canva PDF process entirely. No formatting, no exports, no manual work.
03
Weekly content strategy — set topics, posting frequency, and format direction across all platforms. Content team executed based on weekly brief.
04
Monthly action plans — each report closed with specific recommendations: what to double down on, pull back, or test next.
05
Paid ad oversight — directed Meta ad campaigns, tracked against organic benchmarks, fed findings into monthly strategy.