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April 6, 2018

Meet Tess Brock

Tess Brock, Audience Development Analyst, Interactive Engagement Group,  helps Associate Director Colin Schoenberger expand analytics reporting and attracting new users in the digital space. She also provides analytics support throughout the company, and works on various digital advertising tasks, like creating Passport ads on Facebook. “With any IEG project, Audience Development is an important step in the beginning and at the end. At the start, I help provide insight into how to perform well in the digital space, with a social campaign or new website. Each space is different and requires careful planning and thorough research. After a project wraps, I measure the effectiveness of the digital content, sharing successes and communicating areas to improve. It continues to go full circle, as I take learnings from the end of one project and bring it to the next project,” Tess says.

Read on to learn Tess’s helpful tips for success in the digital space, her favorite places in Greenpoint, Brooklyn, and more.

Tess Brock

What is your background, and how did you land at WNET?

I studied at St. Louis University, where I got my degree in journalism and media studies. While at school, I became really interested in digital media, and I had several internships managing and creating digital content. My last semester, I worked at a web agency where I learned how to use analytics tools to measure the success of web and social content. After I graduated in 2016, I moved to New York and landed my first post-grad job here at WNET. I recently just celebrated my one-year work anniversary.

What type of digital content performs best?

Video is top dog — especially on social platforms like Facebook where video is favored much higher in the algorithm over non-video content. Videos specifically also need to be very engaging. It is much more valuable to have your audience comment, share and react to a video rather than just watch it. Shifting to creating discussion-worthy video content is crucial to digital success in 2018.

For our Media with Impact campaign, we’ve been asking viewers to share stories describing how THIRTEEN has influenced their life. How has THIRTEEN (or the PBS station of your childhood) inspired you?

I grew up in Chattanooga, Tennessee – our station there was WTCI. I remember being so excited to come home from school so I could watch Dragon Tales and Arthur on PBS. I also loved watching shows like Zoboomafoo, Sesame Street, Mister Rogers’ Neighborhood, and The Magic School Bus. There was an incredible amount of kids programming available to me growing up, and there still is today. The fact that PBS continues to provide people of all ages with quality educational programming definitely inspires me.

Which three shows airing on our stations this month are you most likely to watch, stream, or record?

Jamestown, streaming exclusively in THIRTEEN Passport, is at the top of my list. It’s produced by the creators of Downton Abbey, which I loved. I am really excited to watch Independent Lens: Dolores, about civil rights icon Dolores Huerta. Also, I want to check out The Last Rhino on Nature.

Where do you live, and what are some of your favorite places in your neighborhood?

I live in Greenpoint, Brooklyn. I am right next to McCarren Park, which is wonderful to relax in when the weather is nice. Enid’s is probably my favorite restaurant – it has a really great vibe and perfect comfort food. Ovenly and Café Grumpy are good coffee shops. Brooklyn Barge is definitely worth checking out in the summer. It’s a bar on a floating barge with a perfect view of Manhattan. If you like shopping, there are some great gems like Monk Vintage. There is also a large Polish community in Greenpoint, so if you walk around you can find tons of great Polish restaurants and bakeries.

What book are you currently reading?

I am currently reading The Opposite of Loneliness by Marina Keegan. It’s a collection of essays and stories from a very talented Yale grad who passed away right after her graduation. It is wonderfully inspiring, and I can’t recommend it enough. I’ve also been reading White Teeth, a novel by Zadie Smith, which has offered  interesting insights into race and identity in Britain.

Do you have a special interest or hobby outside of work? If so, tell us about it!

I write a lot in my spare time, and I have a few creative projects in the works. I love to volunteer. I’m also a huge music fan, so I am really into the music scene here. It’s impossible to be bored in New York, so I’m constantly exploring new places that spark my interest.

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