Photo ©Jonas Mohr
ABC Family is one of the only networks to fully integrate social campaigns on-air, digital, press and print, so it goes without saying that it has an amazing marketing and social media team—we’ve all watched “Pretty Little Liars” and noticed that hashtags appear mid-episode in the corner of the screen (#TheBetrAyl, #TobysBack, and most recently, #RIPMona). But did you know that one of the key players in ABC Family’s marketing strategy is a Hopkins alum? Meet Dalia Ganz ’05, a Writing Sems graduate who now serves as ABC Family’s Director of Digital and Partnership Marketing.
While at Hopkins, Ganz was an active member of Phi Mu, and prepared herself for the workforce by interning throughout her college years. While in Baltimore, she worked at a news station and a PR marketing agency, and during the summer Boston, her hometown, she interned at her local ABC station. Ganz also credits her degree in the Writing Seminars with developing her skills as a writer. “A lot of what I do in the social space involves writing. You can’t be working on social media and not be a great writer. My team and I communicate with millions of people every day, so having a great writing background helps us on a daily basis,” she says.
Ganz was hired as a Marketing Assistant at ABC Family just months after graduation. She started as her current boss, Danielle Mullin’s assistant, and worked with her to develop the role of social media in ABC Family’s marketing strategies. “Back at Hopkins, we had Facebook in 2004, so I had a bit of a head start. When I got to ABC Family in 2005, I already was obsessed with Facebook, and I said ‘We should be on Facebook,’ and every time there was a new social network that popped up, I was really excited about it,” Ganz explains. Since then, the network has gone from having one Facebook page to having individual pages for each show on Facebook, Twitter, Instagram, Pinterest, Tumblr, etc. Social media has become an integral aspect of its marketing strategy and has expanded the network’s audience. “We’ve grown as a network, and it’s been incredible to see that happen and be a part of it,” Ganz says. In addition to overseeing social media and managing the social media team, she works with nearly every department at ABC Family to make sure everyone is knowledgeable about and taking advantage of social media.
Want to know more about Dalia Ganz, and her incredible marketing strategies? The full article is available at http://www.jhunewsletter.com/2014/09/18/hopkins-alumna-ganz-talks-tv-soc… This article was originally published in the 9/18/2014 edition of the JHU News-Letter.