Choral singing is the most popular form of performing arts participation in the United States, with more than 40 million people singing in choirs. Chorus America is the leading music organization for choral music ensembles in North America, providing thought-leadership, resources, and research for this thriving industry.
Chorus America's content offerings, at the time, were largely print-based. I expanded the company's reach by launching and leading its social media program with channels on Facebook and Twitter. At the time, social media was a relatively new concept for brands to leverage, so creating these platforms for the company meant delving into uncharted territory — and convincing executive leadership that it was worthwhile pursuit. The social media channels I created quickly became some of the organization's most effective outreach and engagement tools, with high organic engagement rates.