By Em Jankauski
Lydia Ruppel’s taking the reins of the Battery Workforce Challenge collegiate competition’s social media efforts. The CRIMSON social media manager leads strategy, content development and community management for the public relations firm.
“I approach this work with calmness and adaptability,” Ruppel said. “My time here has been marked by a focus on nurturing brand growth and fostering genuine connections.”
BattChallengers can expect Ruppel to capture all the awesome experiences from competition events — including highlighting technical progress and even fun, trendy videos. Additionally, Ruppel will take part in monthly communications meetings for the competition’s comms leads and even lend her expertise in social media and branding via trainings for BattChallengers.
Ruppel’s been with CRIMSON for a year now. She is also a TikTok content creator and the founder and social media marketing director of Streamline Social Co. Prior to joining CRIMSON, she led social media efforts for Ancor Automotive and Doner. She holds a bachelor’s in public relations, communications and media studies from Western Michigan University.
Without further ado, let’s introduce Ruppel in a fun Q&A.
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Q: What motivated you to take over the social media reins here at the BattChallenge?
A: “The opportunity to foster community and impactful connections inspired me to lead the BattChallenge’s social media. I love creating engaging content that brings people together and leverages proven strategies — such as SEO (search engine optimization) and smart use of hashtags — to ensure that every story reaches and resonates with our audience. I’m also very fascinated with batteries and the entire operation.”
Q: What are you most excited for in year three of the BattChallenge?
A: “Year three offers a chance to experiment with new formats, especially for team videos and teasers. I’m excited to infuse our content with both creativity and strategic purpose, ensuring our outreach glides smoothly and effectively. The growth of our community and the emergence of fresh, authentic stories fuel my enthusiasm.”
Q: How do you hope to impact our BattChallengers?
A: “My goal is to empower BattChallengers through tailored guidance and training that feels gentle and constructive.
“This includes:
- Workshops on building compelling personal or team brands
- Tips for using SEO and hashtags to grow reach
- Hands-on help with video creation and storytelling
“I aim to nurture confidence and creativity, equipping participants to make their own positive impact. I also want to empower them to keep chasing after their dreams. I wouldn’t be in my role at CRIMSON if I hadn’t chased after mine.”
Q: What’s one unique fact about you?
A: “I know how to surf. I learned back in Hawaii and have loved it ever since. The Great Lakes actually have some pretty good waves on a decently windy day.”
Q: What questions or advice do you hope students will bring you?
A: “I welcome questions about:
- Authentic brand building on social media
- Increasing engagement on platforms like Instagram and LinkedIn
- Video teaser techniques and best practices
- Integrating passion points, like sustainability, into content
“I’m always happy to review content, brainstorm creative ideas or offer encouragement. My hope is to be a resource who helps students glide through challenges with confidence.”
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Have a social media or branding question for Ruppel? BattChallengers are welcome to contact her via email at [email protected].
