Ever wonder who creates the Fresno State tweets, Facebook videos and Instagram photo posts?

Over the last nine months, alumna Jessica Piffero and her team of three students have managed the University social media accounts and helped to develop and lead campus-wide social media campaigns and strategies.

“My job at Fresno State is, through the power of social media, to share what makes our University so special,” Piffero said. “I love that I get to brag about Fresno State every day.”

Piffero has worked at Fresno State for a year-and-a-half starting off as a communications specialist for the Henry Madden Library. Before that, she was director of communications for the American Red Cross Central California Region and served on the Red Cross Advanced Public Affairs Team where she was deployed to natural disasters as national spokesperson and storyteller.

Piffero graduated from Fresno State in 2009 with a Bachelor of Arts degree in mass communication and journalism, broadcast journalism option. She is a third-generation Bulldog who met her husband Ben when both played in the Fresno State Marching Band.

When not working, the couple, who live in Fresno with their dog and two cats, like to spend time in the mountain communities, particularly Shaver Lake.

“I don’t take for granted how lucky we are to live in such a great location, with scenic mountains and beaches within arm’s reach,” Piffero said. “I also really enjoy the movies. Awards season is here, and I’m on a mission to see as many as possible!”

Campus News asked Piffero a few questions about social media and what it means to be a Bulldog.

What is your favorite social media platform and why?
That’s a really tough question because each platform offers something different and unique. I enjoy Twitter because it’s so fast-paced. At any moment, someone or something different is trending and it’s almost a game to see how we can capitalize on the moment in a way that will resonate. Instagram stories offers a lot of opportunities for creativity in a way that we’ve never had before on social media. Our team has really enjoyed exploring new ways to leverage features like polls or GIF stickers on Instagram. Our Instagram audience really appreciates the opportunity to interact with us in these ways, and in turn that helps build our sense of community, which is one of the things that makes Fresno State such a great place.

What are the challenges of using social media?
In today’s society, social media is where rumors are born and misinformation spreads. We have access to more sources and news than ever before, and information moves at lightning speed. Social media is also constantly evolving, with existing platforms changing and new platforms developing every day.

What would you say is the top misconception about social media?
Some people think that social media managers just get to tweet all day. But in reality, there’s a lot of behind-the-scenes work and strategy that goes into managing these platforms that reach such a large audience. Writing the social media text itself is a very small piece of all the work that goes into creating a post or developing a campaign.

School spirit runs deep in your family. Tell us how you are Bulldog Born, Bulldog Bred.
I am a proud third-generation Bulldog. Both of my parents graduated from Fresno State, along with my grandfather and two aunts. My grandfather worked for E & J Gallo Winery while earning his degree and helped set up the Fresno State Winery in its current location under the direction of Vince Petrucci.

I met my husband, a second-generation alumnus, while we were in school together at Fresno State. It’s more than just a college for our family; it’s a big part of our history and our pride. My family never misses a chance to cheer on the ‘Dogs and many have been Fresno State season ticket holders for decades.

What instrument did you play in the marching band and what was your experience like?
I played the clarinet in the Bulldog Marching Band for three years. It’s where I first met my husband, who played the tenor saxophone. Being a member of the Bulldog Marching Band was a great way to experience college. I got to travel to the Liberty Bowl in Memphis, the infamous ’05 USC game and I’ve played the fight song extra loud on the Smurf turf in Boise. I love the band because nothing else so clearly exemplifies our Bulldog spirit and passion the way they do.

Do you have any advice on how others on campus can show their Bulldog spirit?
One easy thing to do is to follow Fresno State on social media and engage with us. If you see a Fresno State post show up in your newsfeed, give us a like or share it with your own network. This simple action can really help expand our reach and reputation as a top university.

(Editor's note: Campus News accepts nominations for faculty and staff profiles. These stories allow the campus community to learn about the many colleagues who contribute to the success of Fresno State. If you know someone with an interesting story — a passion for helping the community or a cause, a remarkable life journey, or there is just something fascinating about them to share — please email campusnews@csufresno.edu.)