This project taught me how to turn raw social media data into a clear, actionable strategy. By analyzing over 31,000 mentions and 720 posts for St. Jude, I learned that high post volume doesn’t guarantee strong engagement. Content with emotional connection or a direct call to action, like patient stories and fundraising appeals, consistently outperformed general community posts. Using Brandwatch and Google Gemini strengthened my skills in social listening, sentiment analysis, and I learned to pair AI tools with my own review. I also learned that each platform serves a different purpose, so the best strategies tailor content to where the audience is. Working with a team of four taught me how to turn individual findings into one cohesive set of recommendations.