American Bird Conservancy Pt 1 Flashcards
Interviewww
Tell me about yourself (your “elevator-pitch” a one-minute rundown of who you are and what you have done)?
I have a background in Earth sciences, with both a Bachelor’s and Master’s in geosciences, and a lifelong passion for the natural world. That passion led me to a role as a State Park Interpreter with California State Parks, where I discovered how powerful digital storytelling can be in connecting people with environmental issues. I created bilingual educational content and developed programs that strengthened community engagement—especially around conservation themes like biodiversity and habitat protection.
More recently, I’ve sharpened my skills in social media strategy, content creation, and audience engagement while working with IAVCEI, a global scientific organization. Through that experience, I’ve realized how much I value mission-driven storytelling that empowers people to make informed, thoughtful choices. That’s why I’m so excited about the opportunity with the Non-GMO Project—it brings together my passion for sustainability, public education, and building trust through clear, engaging communications that support a healthier, more transparent food system.
What do you know about the Non-GMO Project and our mission/values?
The Non-GMO Project’s mission is to protect a non-GMO food supply and to build consumer awareness about the impacts of genetic modification. I’m especially drawn to how the Project combines education, rigorous verification, and advocacy to empower people to make informed choices and support a more sustainable, transparent food system.
I also appreciate the Project’s collaborative approach—working with farmers, brands, retailers, and consumers to create change across the entire food supply chain. That spirit of partnership really resonates with me. With my background in environmental education, I know how accessible, trustworthy information can inspire lasting commitments to sustainability.
Overall, I see the Non-GMO Project as a leader in building a future where transparency and sustainability are at the heart of everyday life—and that’s the kind of mission-driven work I’m passionate about contributing to.
Tell me about a social media campaign you managed from start to finish. Or tell me about a successful media campaign?
Challenge:
As a State Park Interpreter, I noticed a gap in public awareness around the Riparian Brush Rabbit, a federally endangered species found in our area. Our goal was to increase public engagement around conservation and foster a deeper emotional connection with the community, using social media as a tool for education and advocacy.
Action:
I created and launched a short-form video campaign called “Tuesday Talks at the Park,” with one episode featuring the Riparian Brush Rabbit at Dos Rios State Park. I scripted, appeared in, and edited the video myself, focusing on storytelling and strong visuals to connect viewers to the rabbit’s habitat and conservation story.
We shared the video across Facebook and Instagram, targeting a diverse audience of families, educators, and nature lovers.
Result:
The Riparian Brush Rabbit episode became one of our most shared and commented-on videos that quarter, with:
A 32% increase in shares compared to previous videos A 25% boost in comments, many from conservationists and local community members A noticeable spike in page followers after the episode aired
Beyond the numbers, the campaign really helped foster community pride in our local biodiversity and built stronger public support for conservation efforts.
Tell us about a time you built or grew an engaged social media audience.
During my time as a State Park Interpreter, one of my main goals was to grow awareness and engagement for our brand-new park. One campaign I helped develop was a recurring social media series called Tuesday Talks in the Parks, which featured behind-the-scenes looks at wildlife sightings, conservation stories, and quick educational facts tied to our local ecosystem.
I planned the series around peak engagement times, used Canva to create branded visuals, and added personal storytelling elements to make the content more relatable. By consistently posting on Tuesdays and encouraging comments and shares, we started to see a real uptick in engagement. Over the span of a few months, our follower count grew by about 20%, and the Tuesday posts regularly outperformed our average engagement rates—sometimes doubling the likes and comments of non-series posts.
More importantly, this increased online engagement translated into real-world impact—attendance for our in-person guided walks noticeably increased, with many visitors mentioning they saw our programs through Instagram or Facebook. It was really rewarding to see how digital storytelling could drive on-the-ground connection and conservation awareness.
How do you define and measure success on social media?
I define success on social media by first aligning our content with specific goals—whether that’s increasing awareness, boosting engagement, or driving a real-world action like event sign-ups or program attendance. From there, I track performance using key metrics like reach, impressions, engagement rate (likes, shares, comments), and link clicks or conversions. For example, during my time with California State Parks, we often tracked whether a post led to more sign-ups for our guided walks or increased foot traffic at the park.
I use tools like Meta Business Suite and Hootsuite to review analytics and identify patterns in what’s resonating. If I see a spike in engagement from video content or wildlife-themed posts, I’ll lean into that more in the following weeks. I also look at performance over time—monthly growth in followers or engagement rate—so I can see how our audience is evolving and adjust the content strategy accordingly.
Success isn’t just about numbers, though. I also value the quality of interactions—if people are commenting thoughtful questions or sharing our posts, that tells me we’re building a meaningful connection with the audience.
Give an example of a time you had to handle a social media crisis.
During my time as a State Park Interpreter, we once posted on social media about a temporary trail closure for a sensitive habitat restoration project. While the post was factual and clear, it triggered some negative responses from community members who were upset about losing access to their favorite trail.
Rather than ignore the comments or respond defensively, I took the time to reply thoughtfully. I explained why the restoration was important—sharing that the area was under native plant recovery efforts—and I emphasized that the closure was temporary and necessary for long-term conservation. I also provided suggestions for alternate trails they could enjoy in the meantime.
What started as a negative situation became a teachable moment. It reminded me of the power of respectful, informative communication—and how even a small shift in messaging can build trust and reinforce the brand’s values.
How do you stay up to date with social media trends and platform changes? Or where do you look for inspiration and how much time spent on personal development?
I stay up to date with social media trends and platform changes by following a mix of industry sources and experimenting directly on the platforms themselves. I regularly read updates from Social Media Today, Later, and HubSpot’s marketing blog. I also follow creators on Instagram and LinkedIn, who break down the latest algorithm changes, engagement tips, and content trends.
Beyond reading, I make it a point to test new features and formats—like Instagram Reels templates, LinkedIn carousels, or trending audio—so I can learn by doing and see what actually resonates with the audience I’m targeting.
Between reading, watching videos, and testing new features, I probably spend around 3-5 hours a week.
Social media is constantly evolving, and I love that—it keeps the work exciting and gives us new ways to connect with people.
Why are you the right person for this role?
I believe I’m the right person for this role because I bring a unique blend of science communication, digital storytelling, and a genuine passion for sustainability.
My academic background in Earth sciences gave me a strong foundation in understanding complex topics like climate change and conservation. During my time as a State Park Interpreter that I saw the impact of translating complex information into accessible, engaging content for the public. I led successful social media campaigns, like our ‘Tuesday Talks in the Park’ series, which directly increased community engagement and participation in educational programs.
Currently, through my position with IAVCEI, I’ve built on that foundation by creating content that connects a global audience to science in meaningful, relatable ways.
I’m very excited about this role because it focuses on themes that I love: digital storytelling, public education, and sustainability.
