About the Episode
About the Episode: Have you ever tried to make academic topics not just informative but entertaining? In our latest episode, Nick Moran, Director of Audience Development at Johns Hopkins Bloomberg School of Public Health, reveals how a dash of humor can transform even the driest subjects into engaging content. Nick talks about his team’s creative process in their “writing room” and how they turn essential health messages into engaging share-worthy posts!
Key Takeaways
- Humor as a Strategy: Gradual adoption of humor (a "dimmer switch" approach) can help maintain a professional yet relatable tone on social media.
- Platform-Specific Tactics: Tailor humor and messaging to each platform—Instagram allows for more playfulness, while LinkedIn and Twitter often require a more conservative approach.
- Collaboration Fuels Creativity: Cross-functional "writer's rooms" can provide fresh ideas and help refine content to resonate with diverse audiences.
- Memes and Trends: Timing and relevance are key. Engage with memes at their peak but ensure they align with your brand’s voice and audience expectations.
- Navigating Sensitive Topics: Use self-deprecating humor and educational approaches to tackle serious topics without alienating audiences or crossing ethical boundaries.
Episode Summary
How Nick Moran Entered Higher Ed Social Media
Nick's journey into higher ed social media began with an unconventional path. Starting as a literary blog social media manager during his publishing career, Nick gradually built expertise in the evolving field of social media. His experience led him to Johns Hopkins Bloomberg School of Public Health, where he became the institution's first social media specialist, a role that has since evolved into a decade-long career in audience development.
The Role of Humor in Public Health Communications
Nick’s team leaned into humor during the COVID-19 pandemic as a way to maintain engagement when traditional event-based content was no longer possible. They began incorporating playful elements into animations and gradually shifted to full-on humor. The strategy proved effective, particularly on Instagram, where the audience welcomed lighthearted yet educational content. This approach extended to topics like flu shot reminders, balancing humor with sensitivity to avoid punching down or trivializing serious issues.
Building a Collaborative Content Creation Process
The success of Nick's team lies in its collaborative approach. Their "writer's room" on Slack is a hub for brainstorming and refining ideas, involving staff across various roles—writers, designers, video producers, and more. This diverse group ensures that content is fresh, culturally relevant, and aligned with institutional goals. The team’s iterative process ensures quality while also fostering creativity and inclusivity.
Managing Memes and Trends
Nick emphasizes the importance of engaging with memes strategically. Rather than jumping on a trend immediately, his team waits until it reaches a critical mass of understanding among audiences. This approach minimizes risk while maximizing relevance. Additionally, they focus on meme formats that align with their audience’s sensibilities, such as puns and cultural references that resonate with public health professionals.
Adapting Humor for Serious Topics
For sensitive subjects, humor is used sparingly and with care. Nick’s team avoids making light of conditions or marginalized groups, instead focusing on self-aware humor that educates while entertaining. For example, they used humor to address misconceptions during the pandemic, such as the ineffective practice of sanitizing groceries
About the Show: Confessions of a Higher Ed Social Media Manager covers the do's, don'ts, and dynamics of the complex and challenging social media ecosystem. We analyze the successes and failures of those in the higher education social space — what went right, what went wrong, and what are the lessons learned. We’ll share actionable steps so you can push past the pitfalls others have faced. No matter if you're on a team of 20 or a team of one, we've got you covered. Confessions of a Higher Ed Social Media Manager is hosted by Jenny Li Fowler and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi
About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!
Some of our favorites include Higher Ed Pulse and Confessions of a Higher Ed CMO.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit:
Exciting news — Jenny will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $200.
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