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There’s a small green gecko two-stepping through the blazing heat of Texas in a live performance of the Honky Tonk line dance. The gecko’s energy seeps out and permeates the feet of a local teacher and his student onlookers. A small team of three, from The Martin Agency, is capturing every moment on tape, streaming the line dance live on Facebook for all of GEICO’s gecko fans to see.
Christina Dick, Community Manager at The Martin Agency and 2010 VCU Mass Communications alum (concentration in strategic advertising), does the social reporting for GEICO, taking trips with the gecko to gather content for the client’s Facebook page.
“A big part of my job is Facebook,” said Dick. “I love it. It’s a really exciting, new, fun job to do.”
Dick’s job is to take big TV, radio and print campaigns and supplement them through social media. Keeping the fans in mind first, she begins developing the social media campaigns by digging into Facebook and Twitter to see what the fans are talking about.
“I think about what the fans want to see,” said Dick. “I look to see what’s getting the most comments on Facebook and Twitter and measure what the buzz is all around.”
Serving as the community outreach chair for Richmond Ad Club and being an active member of both Helping Young Professionals Engage (HYPE) and Richmond Social Media Club, it’s no surprise that Dick’s story all began as a mass communications advertising student honing in on her networking opportunities.
Working as the director of advertising sales at The Commonwealth Times (CT), VCU’s student newspaper, Dick learned quickly this role was the perfect opportunity to meet people in the business community. With the help of a friend, who was studying communications design, Dick had her own business cards made and went around to local organizations introducing herself and began building relationships on behalf of the student paper.
“I tried to do as much outside of school as I could,” said Dick. “There are so many organizations to join. They’re professional connections, but they’re also a great way to meet new friends.”
Her involvement, however, surpasses simply joining these organizations. Her charismatic personality and enthusiasm for her work has led her to take on various roles outside her job, including serving on Bravo!, the junior board for Richmond Centerstage, where she is helping to plan a bachelor/bachelorette fundraising auction called “Single in the City,” as well as taking the lead role in launching the very first mentorship program at the Richmond Ad Club.
According to Allison Williams, Copywriting Chair at the Richmond Ad Club, the Mentorship Program is an initiative aimed to nurture the careers of advertising students and young professionals in the Richmond area.
“The Mentorship Program was really Christina’s idea,” said Williams. “She proposed the idea to the board and essentially built the program from scratch.”
Dick creating such a robust mentorship program from the ground up comes at no surprise to Williams.
“Christina has an energy that’s undeniable,” said Williams. “She’s spunky, excited and enthusiastic about all that she does. And she does a lot!”
When asked if Dick could offer any advice to current students in the VCU School of Mass Communications, her response was for students to simply get involved.
“Do as much outside of school as you can,” said Dick. “There is a ton of stuff out there and people get excited about students because they’re the most enthusiastic because they’re young and eager, and people respond well to that.”