RESUME

When We Use Social Media, Are We The Consumer or The Product? Independent Researcher

July 2022-August 2022

 

• This is a research project during my summer school at Cambridge University under the supervision of Dr. Calum Nicholson, graded with a distinction mark of 72, which innovatively challenges the idea that in the social media era, people are considered to be consumers of internet products, and proposes that driven by political, economic, and business interests, netizens’ behavior is highly computationalised and thus 'domesticated' into a product

• Searched relevant literature through keywords and reviewed 27 papers to examine social media profit models, the algorithmic control of social media, and how social media influenced the way people received and expressed information

• Found that social media users would be transformed into a product amidst political and economic interests, and offered solutions from different perspectives, such as formulating policies and regulations to prevent misinformation from business algorithms, and enhancing the media's balance between ethics and freedom of speech, yielding a 3,012-word paper

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True Lies: The Scourge of Online Impersonators

Independent Researcher                                               

October 2021-May 2022

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• This research investigates how online scammers collect private information illegally and analyses their negative impacts on victims and the reasons for the soaring scams during the Covid-19 pandemic, thus exploring potential solutions and measures

• Worked with Action Fraud UK, National Crime Agency, and UK Intelligence Services Limited to design a multi-dimensional online survey on scam types, experiences, demands, and feedback on the assistance received, posted it on social media such as Twitter, Facebook, and Instagram and collected 2,673 valid responses, conducted interviews with 200 victims, then used Google Surveys and Excel to analyse the results and identify how to improve the service for victims

• Discovered a scam type that used to be overlooked, systematically explored the collaboration mechanisms between different service agencies for scams, published the interviews with the victims' consent, produced animated videos to inform the public about scams, and completed a multimedia data report with a distinction mark of 73

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Compassion Fatigue and Objective Reporting

Researcher                                                                         

January 2020-April 2021

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• This project explores people’s emotional response to the COVID-19 news and its following consequences by investigating the prevalence of basic human emotions in around 13 million user responses to 1.2 million COVID-19 news posts on Twitter from English-speaking media across12 countries from January 2020 to March 2021

• Used Latent Dirichlet Allocation to identify news themes, applied both content analysis and critical discourse analysis to the news stories, and employed Robustly Optimised BERT Pretraining Approach model to identify emotions in the tweets

• Found that journalists were widely writing sensationalised stories to gain traffic when heavily targeting the topics of COVID-19 cases/deaths and unstable politics, causing empathy/sadness being the most prevalent emotion in users’ responses, which led to more than 80% of users investigated having high compassion fatigue and stress scores after they were assessed with Professional News Emotions Questionnaires and Perceived Stress Scale - 14

• Passed three rounds of project review and presented the academic research to 100 interdisciplinary professors at the British Conference of Undergraduate Research 2021

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South West News Service, News Reporter                                          

Bristol, UK

August 2022-Present

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• Attended daily news meetings and discussed news ideas with editors, conducted 527 telephone and in-person interviews, spent 1,049 hours in total researching background information, and wrote 136 news reports reaching over 100,000 words

• Used Adobe Premiere Pro and Adobe Photoshop to process photos and videos to enhance the vibrancy and appeal of news reports, most of which were social stories and were published in magazines, newspapers, and websites, reaching an average viewership of 12,000 per report on the website

• Leveraged Search Engine Optimisation (SEO) strategies to drive more exposure to news reports, such as filtering keywords using Google Trends and Semrush, and examining main metrics of the URL ranking for the keyword based on Search Engine Results Pages Analysis (SERP Analysis) of Semrush to optimise the page tags to render reports more accessible

• Served as a leader of a news team of interns, guiding 10 members on identifying newsworthy topics, developing news content, and analysing the news traffic, which was adopted by the institution and compiled into a full-fledged instruction manual, leading to an offer to work as a senior reporter

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Y Education, Co-Founder & Vice Media President        

Sheffield, UK

October 2020-Present

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• It is a company focusing on English/Chinese teaching; Built a teaching team of 36 members, and designed 4 types of courses covering exams, interviews, scenario-based English, and daily English, with a total of over 10,147 classes and 642 students

• Responsible for operating social media platforms, including Facebook, Instagram, Twitter, Linkedin, Wechat, and Little Red Book, investigating the features and user profiles of each platform to capture traffic, writing 13 reports to analyse their operating strategies, gaining a total of 121,935 followers

• Created a specialised virtual identity, using professional hand-drawn illustrations to design the 'Y' pattern in black and white with traditional Chinese ink wash painting style via Canva, Pinterest, and Adobe Illustrator; Composed a 15-page guideline to train media interns to apply the logo on social media platforms, thereby setting the brand style and image

• Recruited a 25-member operating team and divided them into 3 groups, providing training to them about how to generate creative ideas, how to post on different platforms, and how to make a detailed weekly task tracker using Google Sheets, as well as how to analyse the posts' data and feedback to produce more targeted and quality content on each platform

• Launched the 'Talk to Me' project to apply qualitative analysis on student preferences and feedback of the courses through interviews, and performed comparative and quantitative analyses on course sales, student data, and social media traffic, to create more tailored course content and social media content

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721 Global, Media Managing Director           

London, UK

April 2021-June 2021

                                   

• This is a company aiming to bring 7 continents into an integrated whole. It brings food, drinks, or self-care experiences to be enjoyed at home, inspired by the world, by selling classic and special products from different countries each month.

• Launched an 'adventure trips' themed series for worldwide travel enthusiasts during the Covid-19 pandemic, drafted a 55-page proposal for VR glasses and its app with corresponding marketing strategies to allow users to virtually experience and explore the cultures of different countries at home, developed 21 regular business partners such as Born Studios and 32 creative products, selling 1,147 products within 3 months and netting a profit of £16,918

• Managed social media accounts (Facebook, Twitter, and Instagram), producing daily content, initiating online marketing campaigns, cooperating with online influencers to promote products, and analysing data and traffic via Facebook Insights or Twitter Analytics to continuously optimise operating strategies, boosting followers of Instagram from 162 to 3,374

• Designed an online survey consisting of 20 questions on product appetites, demands, and experiences, and analysed the results to further refine the customer profile to shape and adjust monthly event topics and major products accordingly

• Tracked and analysed product sales every week using Microsoft Excel, produced weekly product newsletters using Canva, and informed new product launches and discounts to existing and potential customers with Business Process Automation (BPA), with 928 products sold and a net profit of £14,692

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Shanxi Radio and Television New Media Co., Ltd, Content Editor      

Taiyuan, China                          

June 2020-September 2020

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• Responsible for the website and newspaper sections of the International News Section (INS), leading team members on a daily basis to brainstorm news ideas and guiding them in creating and polishing stories

• Assisted the managing editor in setting weekly goals and tracking progress on tasks

• Designed pages for the website and newspaper using tools such as Adobe InDesign, gathering real-time data on the website and optimising its content correspondingly, and driving traffic through SEO strategies, with the website ranking amongst the top 3 out of 15 sections per week in terms of page views and user engagements

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News Associations, Magazines & Websites, Founder                           

September 2021-June 2022

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• Initiated the 'Bring the Knife Angel to Sheffield' campaign against knife crime, established a newspaper and a website, 'Sheff Line News', and received unprecedented support from South Yorkshire Police and Sheffield City Council

• Built a digital magazine brand for females, 'Nosey', performing market surveys, creating special topics, and designing websites

• Produced multimedia news reports, features, and reviews for various organisations such as Sheffield Star and University Association Forge Press

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Forge Radio, University of Sheffield, News Daily Desk Presenter

October 2020-December 2020                                                

 

• Hosted the podcast, 'Isolation Pod', inviting guests to share isolation stories, reaching over 3,000 listeners on Mixcloud

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Sheffield Chinese Students and Scholars Association,

Communication Representative              

October 2019-June 2020

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• Developed the 'Confucius Institute at the University of Sheffield', and worked with the Student Union and the local council to plan and launch cultural events