RESPONSIBILITIES: Since November 2016 — social media, content development, social media strategy and management. Re-branding and organically growing the Michigan Diversity Council’s social media presence and engagement.

PROJECT: Michigan Diversity Council, a non-profit consulting agency, enhancing the appreciation for and understanding of, the value of diversity and inclusion within the workplace.

RESULTS: As of January 2018, 47% organic growth on Twitter and 85% organic growth on Facebook.



Social Sovereign

RESPONSIBILITIES: Hashtag campaign – social media strategy and management

PROJECT: Sound Mind Sound Body Football Academy (camp), has been in existence for over 10 years. In 2014, a social media hashtag campaign (#SMSBTakeover) was implemented.

SMSBPositiveMessageTwitterCollageGOAL: Encourage student-athletes to use social media in a positive manner. Prize give-aways for the student-athletes who tweeted the most positive messages from the lessons they learned during the camp and who also received the most retweets.

Increasing engagement with youth, public and sponsors. Creating a greater social return on investment for sponsors.

RESULTS: On June 7, 2014, according to Trendinalia US, #SMSBTakeover was the 5th most trending topic in the US. In less than 30 days (June 6 – 30, 2014), the hashtag generated:


  • 4,197 tweets / 2,832 retweets
  • 1,701 Twitter favorites
  • 1,174 Twitter unique contributors
  • 3,535,814 Twitter timeline deliveries / 887,454 actual reach
  • 2.91 tweets per minute

For the major sponsor, Adidas (social ROI):

  • Adidas hashtag #TeamAdidas was the number 1 trending hashtag with #SMSBTakeover comprising of 2,031 tweets out of 4,197

SMSBSocialMediaBuzzWordsData and metrics provided:

  • Buzz words
  • Tweeter’s platform and top source
  • Engagement
  • Participation

Click here to view a complete overview on the results of the hashtag campaign



Sound Mind Sound Body Academy