Reinventing SETI by John Gertz
John Gertz is a leading SETI theorist and author of 2025’s Reinventing SETI (Oxford University Press), a groundbreaking book challenging current approaches to the search for extraterrestrial intelligence (SETI).
As Social Media Launch Strategist, I built John’s social presence from the ground up to establish him as a thought leader in anticipation of his book release. From cross-platform content strategy (Instagram, LinkedIn, X, and Bluesky) to creative direction (copy, graphics, video), I developed and delivered fully branded social media systems, ready for seamless handoff to PR and internal teams ahead of launch.
Through these efforts, we grew his audience from near zero to an engaged community across four platforms, positioning him as an authoritative, credible voice in science and preparing for a high-impact book release.
GOALS:
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Establish John’s authority and credibility as a thought leader in the science and SETI communities
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Introduce a broader audience to the field of SETI via accessible, engaging content
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Build excitement and anticipation for upcoming book release
RESULTS:
LinkedIn Follower Growth:
+209.8%
LinkedIn Engagement:
+3,033.4%
LinkedIn Impressions:
+715.3%
Instagram Profile Activity:
+122.2%
Instagram Accounts Reached:
+60.3%
INTRODUCTORY CONTENT
Strategy: Focus on foundational SETI education, short-form "mini-lecture" videos, and bite-sized myth-busting content to reach curious science enthusiasts.
POLICY x SCIENCE
Strategy: Highlight (primarily on LinkedIn) policy-focused SETI insights and thought leadership articles to connect with scientists, policymakers, and academic audiences.
