Reactors are Microsoft's developer and startup community tech hubs open to everyone. Located in eight international locations, the state-of-the-art spaces are designed to inspire, educate, influence, and build relationships, and are home to an array of tech-centric events such as meetups, community events, hacks, partner meetings, charity events, and product launches.

CONTENT THAT BUILDS COMMUNITY

For Microsoft, I developed and led the social media and digital content strategy for the Reactor social media platforms, blog, and website. In this role, I established and grew the Reactor’s social presence and built brand equity to drive Reactor goals through content of value, active community development, event activation, and targeted influencer engagement.

With a tech-savvy, highly-educated, and therefore skeptical and ad-averse audience as a target, it can be difficult to grab their attention, much less hold it. But the challenge wasn’t just to get eyes on the content, but to develop engaged and invested advocates creating an authentic community of supporters and users for the Reactors.

Seeing 542% annual growth in social followers is an achievement, but garnering the highest engagement score of any account in the Microsoft social ecosystem in a fiscal year was the true success. With an average of 1 in 4 followers interacting with each piece of published content, this showed that our content was not only reaching our intended audience, but resonating at levels that even we found surprising.