Social Media

As content marketing manager at FOX Architects, I was responsible for all content strategy, creation, and execution on the firm’s social media channels: Instagram, LinkedIn, Facebook, Twitter, and YouTube. With no dedicated budget for social media, I organically increased the firm’s Instagram audience by 77% and LinkedIn audience by 52%, attracting consistent engagement and positioning the brand as a leading voice in Washington, DC’s design and commercial real estate communities. On the strength of our social media channels, the firm was invited to do a one-day “take over” on the national American Institute of Architects (AIA) Instagram account, showcasing the firm to more than 50,000 new users.

My social media strategies encompassed the content I created and shared as well as technical execution tactics on each platform. In terms of content, I created posts that showcased the firm’s projects; areas of expertise; thought leadership; culture; career development opportunities; staff; award wins; and partnerships with people and organizations within the industry ecosystem. In terms of technical execution, the way a platform is used is just as important as the content posted on it. My strategies aimed to get more people to see our posts, both by increasing followers and by increasing the likelihood algorithms would show our posts to more people. The tactics I used to implement those strategies were tailored to each platform’s idiosyncrasies and updates.

Instagram

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Thank you to @nationalbuildingmuseum for touring our latest building recycling project, 1901 L Street, which will be the first WELL certified building in Washington, DC. Utilizing the existing eight-story concrete frame, we’re vertically expanding three additional floors plus penthouse amenity. Usable rooftop space will include a private office with dedicated roof deck and public rooftop amenities, including a kitchen, lounge, flexible conference space, and roof terrace. #sustainabledesign

A post shared by FOX Architects (@foxarchitects) on Oct 24, 2019 at 11:48am PDT

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#Wellness isn’t something we add to environments after we design everything else — it’s a crucial set of considerations infused throughout the design process. One aspect of wellness that we design for is activity and movement, providing opportunities and incentives for physical activity throughout the workday. Centrally located, monumental stairs are both interesting design elements and clear pathways for taking an active route. Other ways to implement this strategy include designing amenity spaces on opposite sides of the space plan to encourage getting up from a desk and moving throughout the office.

A post shared by FOX Architects (@foxarchitects) on Jan 13, 2020 at 9:31am PST

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@Convene is a prominent coworking and event space provider with a focus on hospitality. After working with Convene to design their location at Terrell Place, our next challenge was to design Convene’s second location in Washington, DC at Hamilton Square: a historic building formerly home to Garfinckel’s department store. Our goal was to create a space that fused this location’s rich history as DC’s premiere retailer with the boutique experience for which Convene is renowned. The meeting and coworking facility occupies three floors of the historic building and includes a full- service kitchen. Two monumental stairs make the space fully contiguous while two central atriums provide ample daylight. A collection of jeweled, private moments and curated vignettes offer unique options for solitude and reflection. Drawing inspiration from Garfinckel’s pinnacle years of success, nods to 1950s fashion connect the space with its unique history. Woven textiles with houndstooth and check patterns suggest fine, tailored garments and offer a sophisticated layer of softness and femininity, along with blonde wood, burnt orange, and subtle pops of red, reminiscent of lipstick. Millwork details draw inspiration from retail display cabinets and evoke Garfinckel’s reputation for service, while accent lighting grounds the user experience on a human scale. As the former home to Garfinckel’s department store, Convene – Hamilton Square continues the tradition of sophistication and service in this historic building. Moments of grandeur meet elements presented on a human scale for Convene’s hospitality-centric brand of coworking and event services.

A post shared by FOX Architects (@foxarchitects) on Feb 21, 2020 at 8:42am PST

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Located one block from the White House, 1401 New York Avenue was an outdated office building with many vacancies until we recycled it into a new building. As the leading firm for building recycling, we sustainably revitalize downtown, urban environments with a unique approach. Our work transcends repositioning and renovation. While renovations make improvements to an older building, building recycling creates a new building from the framework of an older structure. We utilize what is structurally sound, identify potential opportunities for increased height and density, redesign and replace key components, and create new, market-competitive amenities. We transformed 1401 New York Avenue into a 210,000-SF, LEED-Gold-certified, 21st-century work environment and trophy-class asset.

A post shared by FOX Architects (@foxarchitects) on Mar 12, 2019 at 9:43am PDT

(Because LinkedIn does not allow many types of posts to be embedded, you may view a more representative sample on the company page. In particular, posts with multiple images garnered increased engagement and generated more conversation.)

I believe that a brand should behave on social media as it does through other mediums — consistently living out its values through authentic expressions of the brand. Because the FOX Architects brand is people-centric, I infused this characteristic into not only the social media content, but the way in which the brand interacts with its audience. One social media strategy I employed, which was particularly successful on LinkedIn, was to engage with every comment. This consistent interaction fostered relationships between the brand and audience, humanizing the brand as reachable, approachable, and relatable.

When it comes to audiences, quality is more crucial than quantity. To build an engaged audience, I wanted to convey gratitude for the time individuals took to comment, and I reciprocated by connecting one-on-one and responding with the person’s name. These interactions had a great impact on perceptions of the brand within the local industry ecosystems of architecture, design, and commercial real estate. At industry events, attendees often raved about the firm’s social media accounts to our principals, associates, and other leaders. We became the firm that prioritized relationships not only in face-to-face meetings, but in all the times in between — no matter where individuals encountered FOX Architects, they knew that they would be treated as a valued colleague and friend.

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