2012 Rising Stars of PR: Lena Shaw


Lena Shaw

Manager, Social Media Marketing, UCSF

When Lena Shaw joined UCSF, the health sciences university had a largely unused Facebook page and YouTube channel, no official social media policy, virtually no presence on Twitter and a newly overhauled website with relatively light traffic. 

Thanks to Shaw, that website is now regularly seeing more than 90,000 views per month, with year-on-year news traffic rising 55% (May 2011 - May 2012), while Facebook, Twitter and mobile traffic sources rose 704%, 1005% and 254%, respectively. 

Shaw has worked with the legal team to create a campus social media policy and trained hundreds of faculty and staff on social media and the new UCSF policy. In university relations, she brought the news team up to speed on using social media to engage broader audiences, created a system of metrics to reflect engagement and trained the team on how to understand those metrics. And she has led or been heavily involved in two key digital campaigns: the Challenge for the Children campaign and Project Move.


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