SOCIAL MEDIA CURATOR: Upworthy.com

Despite a full-time job as an executive video producer, I actively campaigned to work for upworthy.com as a social media curator. The reason? I wanted to understand the magic of helping a video go "viral." Before being hired, Upworthy played a part in helping a few of my personal and government videos go viral with their social media framing. In conversations with their curators, I began to understand that helping videos go viral involves a lot of luck, creativity and data-driven decisions. I learned that social media framing is a skill set that can be honed just like non-linear editing or cinematography.

During my time at Upworthy, I published over 65 posts that generated over 23 million page views.

My job was to:

• find compelling multimedia stories that I believed could go viral and met Upworthy's progressive mission

• pitch and champion those pieces through the extensive editorial process

• develop the appropriate headline and framing for presentation online

• A/B test every aspect of the framing to optimize "shareability" of work; that meant testing headlines, share text, sub text and thumbnails

• mentor and build partnerships with content creators to ensure they shared upcoming work with us

Click the picture below to see a video that I discovered and helped receive millions of views through Facebook.