Luca Houtsmuller ’25, MSC ’26, flexes social media skills for Second Chance Animal Services
Luca Houtsmuller ’25, MSC ’26, has been loving the dog days of summer.
As a communications and marketing intern at Second Chance Animal Services, an animal welfare organization with several locations in Massachusetts, Houtsmuller is harnessing the power of social media to help animals find their forever homes. Houtsmuller has been making TikTok videos, hopping onto trends to raise awareness of Second Chance, and writing press releases to promote vaccine clinics and other events.
“It’s so fun seeing the animals every time I come in,” says Houtsmuller, who is completing a master’s in communication through the 4+1 Accelerated Master’s Degree program. “The fact that I get to do this makes me very happy.”
Whenever Second Chance receives a litter of puppies, Houtsmuller sees people quickly come in to adopt their newest family member. It’s made him more sympathetic to the older dogs, who often take much longer to find homes.
“I really want these dogs to have a home, and I hope my effort on social media can help with that,” says Houtsmuller, who has always had a soft spot for dogs, including his own pup, Otis. “They’re man’s best friend. I really bond with them.”
Houtsmuller films the dogs at Second Chance from all angles and has built a collection of clips for easy editing and posting as trends emerge on TikTok. Getting the perfect clips can be challenging with high-energy puppies who zoom around their play areas, or with shyer dogs who get nervous around unfamiliar faces. But the results can be priceless. Playing off a recent TikTok trend called “flattering lies,” Houtsmuller posted about the outrageous “careers” held by the animals eligible for adoption. The video showed off several named dogs and cats, boasting that Wesley was getting his pilot’s license, Harley works as an investment banker, and David Bowie owns an Italian restaurant. The silly videos are buttressed by more serious content, like a video explaining the services offered by Second Chance.
Houtsmuller says master’s courses have stressed the importance of using social media to connect with external audiences, something he’s getting hands-on experience with this summer. He was drawn to the 4+1 program because he realized that solid communication skills can be applied to jobs in every industry. That versatility appeals to Houtsmuller, who never wants to feel stuck in a box.
“Ever since I was a kid, I liked trying new things,” he says, “and every industry needs help with social media and marketing.” Houtsmuller has enjoyed learning how to grow a brand online and would like to work for a public relations agency after graduation.
As an undergrad, Houtsmuller was a member of the Black Student Union and Men of Color Alliance and majored in music. He’s always developing new musical projects in his free time, and his work spans several genres, from pop punk to R&B to Afrobeats. He grew up in Baltimore, Maryland, and fell in love with Clark when he took a self-guided tour during the COVID pandemic.
“When I got here, I went to one building and was like, ‘This is it.’”
