Using social media to prevent ‘melt’ in the virtual era

Author's Biography

Chay Rao is the Director of Strategic Communications & Public Relations at the School of Public Affairs at American University. He leads a team of communications and marketing professionals focused on raising brand awareness of the school and its faculty; promoting research, events and other initiatives developed by the school; and developing and implementing marketing and retention campaigns aimed at current and prospective students. Prior to joining American University, Chay spent more than a decade in communications roles in a variety of industry sectors, including law firms, non-profit and for-profit companies. In these roles, he worked to support clients both in the US and abroad, while developing a robust understanding of communications and marketing best practices across multiple channels and media platforms. Early in his career, Chay worked as a teacher and journalist, and he uses the skills he learned from those roles to supervise, mentor and develop effective teams that clearly communicate and ably serve organisational goals. In his spare time, he loves spending time with his wife and two children, either travelling to new destinations or just hanging around their home town of Washington, DC.

Sabiha Afrin is the Assistant Director of Marketing & Communications at American University's School of Public Affairs, with over 10 years of experience in marketing and communications. She has worked in multiple advertising agencies both in the US and abroad, bringing a wealth of international and domestic expertise to her role. She has provided consultative services to diverse industries, leveraging her understanding of marketing best practices across multiple channels and media platforms. Sabiha is also an accomplished public speaker, particularly in the areas of digital marketing and branding. With a master's degree in marketing and communications, she has demonstrated success in creating sustainable relationships in the digital space and connecting people through effective communication. Sabiha takes pride in helping businesses grow through culturally relevant advertising campaigns that foster cross-cultural collaboration and brand building. Her passion for discovering new ideas keeps her on the leading edge of the industry, staying up to date on emerging technologies while leveraging proven tactics that produce long-term value. On a personal level, Sabiha loves travelling and believes it encourages personal growth while strengthening relationships among individuals. She strives to create mutually beneficial partnerships and leave behind an enduring legacy through her work ethic.