MASA MEXICAN STREET FOOD

During my internship with City Social, I managed the social media account for Masa Mexican Street Food, overseeing everything from content planning to performance reporting. I led creative direction for photo shoots, pitched campaign ideas, and handled content publishing across Instagram and Facebook using our scheduling platform, Later. I created and scheduled posts, wrote all social copy, and maintained a consistent brand voice across feed posts, reels, and stories.

Our strategy targeted the Columbia and Camden communities, with a particular focus on Columbia’s vibrant foodie scene and a younger demographic of individuals in their 20s to 40s. To reflect Masa’s brand identity—an authentic Mexican street food experience with a trendy, modern edge—I prioritized vibrant visuals, engaging video content, and storytelling that showcased the restaurant’s craft cocktail program and rich culture. I also tracked and analyzed performance data monthly, quarterly, and annually to optimize future strategy.

Over the six months I managed the account, I contributed to a 3.60% increase in followers, growing the audience from 5,170 to 5,356. During this time, the best-performing posts averaged a 10% engagement rate, significantly exceeding the account’s previous engagement benchmarks.