Today we’d like to introduce you to Shelby Parker.
Shelby, we appreciate you taking the time to share your story with us today. Where does your story begin?
I graduated in 2015 with my bachelor’s degree in communications; an emphasis in journalism. I had the idea and hopes of getting into the entertainment industry, whether that was Los Angeles or Nashville, but that just didn’t work out. But, I did get a job right out of college that opened so many doors for me professionally.
I started working at my alma mater, CSU Bakersfield, working in the public affairs office, thinking it would be just temporary. Long story short, I became the public affairs coordinator, doing a little bit of everything from media relations to filming and editing video projects to photos and social media. On the job training was the best approach, as it gave the sink or swim mentality. It helped me push through and become more confident in my abilities. I was also freelancing for Bakersfield Life Magazine from 2015-2017, which helped me pursue and write about some of the entertainment interests I had outside of my “day job.”
I was promoted to “writer/marketing and communications specialist” in 2020, as the sole storyteller, writing about our students, faculty and staff, as well as highlighting programs, initiatives or any other announcements. In 2021, like a lot of people, I started taking stock of my life – where I was personally and professionally. When an opportunity came up, I knew it was time to move on to the next thing. I loved working at the university but it was also the only thing I’d known in the time since I graduated. I wanted to give some other dreams a try.
Recently, I’ve found that the dreams we build up in our heads don’t always translate when we make the move. Or we’ve changed so much, which means our needs do, too. I went to work at Bakersfield Life Magazine as the editor-in-chief and TBC Media. I had so many great experiences – I was able to write food reviews, interview incredible people in the community, musicians, organizations and discover a lot about my hometown that I didn’t know or that had changed in recent years. I would fill in for the newspaper on assignments when needed, and was in charge of content on the social media page for the magazine. It was a big adjustment going back to the office full time, every day, and navigating all these new changes and processes. I was still trying to find my footing but just didn’t think it was the fit I’d wanted it to be. To protect my mental health and wellbeing, I resigned.
I didn’t have anything lined up, which was a huge leap of faith. But, because of the recent interviews I’d done, I’d been able to connect with someone in the community who I’d always admired, Rubi Z., to highlight Charizma Co., her new brand agency. She’d asked me about doing some freelance writing, which wouldn’t have worked out due to the conflict of interest when I was still in my other role. I reached out to her immediately – After a couple of discussions and a lot of prayer, we jumped into new territory and she hired me on full time. It led to me meeting one of my best friends today, so just for that alone, I’m incredibly grateful.
I became the writer/journalist, writing copy for client blogs and their social media, as well as the Charizma Co. Sometimes, I’d join special photo and video shoots for behind-the-scenes content. I’d also sit in on branding sessions with clients to get a feel for their personality and take notes, in case we started running their social media. The notes would also help with determining the look and feel of their brand. Other times, it was going with our admin coordinator to pick up food and decor, and helping with setup for the meetings or sessions planned. Later, I assisted with finding art and scheduling out content on the various platforms for the accounts we handled. Shortly after I was hired, they’d just gotten their studio – a working space that . It was all hands on deck with the grand opening of the studio – we were sending out emails for the guest list, helping prepare for the event, picking up last minute items and greeting the attendees throughout the evening, floating to make sure everything was going smoothly; capturing behind-the-scenes phone content as needed.
Through all of these changes, I’d started working at my church as the social media lead in 2021, which turned into a part-time position as communications lead. I was creating, scheduling, writing and editing content for our social media platforms. I was also the main photographer. Each week I’d cover our Sunday church services for social media and photos, attend our staff and team meetings when possible, cover other events, like Trunk-or-Treat or other children’s ministry events, craft fairs and work to get publicity for them when possible. I also helped with other setup for events, bigger team projects and led a Bible study in my time there. It gave me a lot more experience with messaging for other organizations and non-profits, building a team, and mentoring others.
In February 2022, I was let go from Charizma Co. They were still a relatively new business and didn’t have the funding to keep me on full-time, which is what I needed.
I was always so intimidated by the idea of being the sole one in charge of an organization’s social media presence. I never thought that was something I’d want to do or take on. It’s a lot of work, and I saw that from my colleagues who held these roles. There’s a lot of pressure that comes with it. But, after slowly implementing these types of skills into my toolbox, it gave me the boost I needed when my current role opened up. I was ready to take it on.
Never say never. Isn’t that what Justin Bieber taught us?
I had a couple of interviews, then I was back at CSUB as the marketing and communications specialist. It felt like I was exactly where I was supposed to be. This time, I’d brought back new experiences and skills that would enhance my work at the university and I was excited to challenge myself in a new role. I’m glad I made the move. Every risk I took got me where I am today and has added more experience to my belt that gave me a little more texture. I’m grateful that everything unfolded the way it did.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Like anyone, I’ve had my setbacks – most, I’d say are internal battles. I’ve doubted myself and wondered if my work is good enough, if I’m doing enough, if I’m [fill in the blank for whatever occasion or circumstance]. Sometimes I wonder if I’m too quiet or need to hype myself up more like others do.
There have also been times I’ve come across people who didn’t necessarily have my best interest at heart and I shouldn’t have been so trusting. I’ve learned to hold certain things closer to the chest and that you don’t have to be best friends with everyone. Having said that, the right people will find you at the right time. They are the ones who WILL champion you in the rooms you can’t speak up for yourself in, will teach you and will fight for you when it feels like you’re on your own.
I also think working through disappointment has been another obstacle. We often think when we graduate that we’ll have it all figured out and get the job, and that’s that. But, it’s a constant process. We never fully ‘arrive.’ As soon as you hit one goal, you wonder what’s next. Some things just don’t work out the way you hope.
At the end of the day, you have to realize that no one else is going to fight for your dreams the way you do, or help you make them come true, the same way you will. It’s up to you to put in the hard work and advocate for yourself.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I am currently the marketing and communications specialist at CSU Bakersfield. I oversee our social media and email marketing. It’s a lot of collaboration with all areas on campus; promoting events, programs, students, faculty and staff who make the university what it is. It’s also working with our off campus partners, local businesses and donors.
Social media really has been the perfect outlet for me, as it allows me to create videos, write copy, take pictures and occasionally create graphics and social media templates, as well as collaborate with the videographer/photographer for events and content. I didn’t realize how much I would love the strategy of it either. Analytics are another story, but a necessary one in the grand scheme of social media. It’s a lot of hat-wearing and juggling several balls in the air at once, but I enjoy being able to connect to the campus community in a different way than my previous role. It gives me the best of both worlds for combining media and writing.
Email marketing is another priority in my role. It’s working with other departments to communicate their message, understanding their vision, working with our assistant director of brand and marketing, building their templates, creating their lists to send to and sending out the completed message. I send out newsletters for our area and others each month.
There’s also a lot of social media and email marketing consulting that goes on around campus. I give presentations or meet with departments to discuss their goals upon creating social media, walk them through our guidelines, expectations and help answering any questions they might have.
This role is so much more than just sending out a few emails or throwing a photo and some words together on socials, like people often think. Don’t get me wrong, it’s a fun job and keeps things lively. But, it’s also a lot of brainwork. It’s time consuming to truly understand the way the social media game works. The tools and platforms are constantly changing, the benchmarks are always shifting and you have to learn to keep up with it or you fall behind. It’s important to monitor what’s going on, whether it’s on your page or just social media in general. Pay attention to the news, headlines that are released and the comments. It’s another way of saying “read the room.” You have to be able to adapt as things come up in the world or news changes at the last second. It can be very draining, if you aren’t careful, and that’s what I’m working on now. I want to be able to give my best, but learning to rest; protect my mind and heart in the evenings and days off.
In my role at CSUB, I’m proud of the recognition I’ve received for my social media campaigns: a bronze award from the Education Digital Marketing Awards for Giving Day 2022 and my commencement coverage that landed a silver award for the Educational Ad Awards in 2023. Those were a couple of my first tasks/campaigns, so to be recognized among some of the top universities really validated that I was doing a good job. It’s not about that, and shouldn’t be the goal, but sometimes it’s nice to receive those “kudos” or accolades to know that people recognize and see what you’re doing.
In my spare time, I write for At the Well, an online Bible study for women, as well as Proverbs 31’s First 5 Bible Study Facebook group. My faith is a big part of who I am, so being able to stay connected to ministry and using my gifts is important to me.
In my other creative endeavors, I am always looking for opportunities to connect with others and social media is a great place to do that, of course. I’ve recently started The Artfully Made Journal, which is a sort of online ‘zine publication that I’ve started to interview people in creative spaces, creating seasonal guides or publications and sending newsletters. I send out a newsletter periodically with my travels, trips to LA, concerts and other events and fun I take part in.
I also run a Gilmore Girls fan account, which allows me to connect with other Gilmore Girls fans and create a space just for the TV show that has inspired me more than just about anything for the last 22+ years (Plus, Scott Patterson – who plays the grumpy but lovable Luke Danes – as well as his Scotty P.’s Big Mug Coffee company follow me on my account. So do a few other Gilmore cast members and crew). I’d started it for fun awhile back, but hadn’t done much with it until about a year or so ago. I attend a lot of Gilmore Girls related events and recap all the festivity, so others can feel part of it.
While I don’t have a ton of followers on either site, I know things take time and am focused more on building a community and closer relationships with the followers who are there right now.
What does success mean to you?
Success can be a tricky thing. It’s easy to get caught up in the social media version of it – Comparing our stories and timelines to everyone else’s on an Instagram square.
Or getting caught on the numbers of social media. It’s such a fickle benchmark, too, because there are ebbs and flows with the algorithm and how people are engaging with any social media. Just because it’s down doesn’t mean it isn’t connecting or resonating with people, and that’s what I try to remind myself of.
I’ve fallen into it many times and still have to fight that constantly.
I’m learning that success is when I’m proud of, not only what I’ve accomplished, but hopefully also, how I’ve treated people and made them feel at the end of a project or interaction. It feels like a win when others say they became aware of, or attended something because of the university account.
In general, I love when people give certain books, music or entertainment a try because they saw me post about it or talk about it in my newsletter. Or just feel encouraged by something I’ve posted, and know they aren’t alone in something they’re going through. Ultimately, though, I’d love to be known as the person who will help open doors for other women the way I had mentors there for me when I was just starting my career. If I can hold their hand through the uncomfortable seasons of uncertainty, then that’s what I want to be remembered for more than anything.
Contact Info:
- Website: https://www.shelbyparkercreative.com/
- Instagram: https://www.instagram.com/shelbyparker_creative/
- LinkedIn: https://www.linkedin.com/in/shelbynparker/
- Youtube: https://www.youtube.com/@shelbyparker_creative
Image Credits
Athena Skapinakis-Wenzel
Annie Payne Photo and Videography
Rubi Zetino/Charizma Co.
Andrea Marie Photography
Scott Garcia
