Executive Social Strategy

In this episode, Jaime talks to Josie Ahlquist, author of Digital Leadership in Higher Education about the importance of a digital presence for senior leaders. Takeaways include:

• How to decide what digital platforms make sense 
• How to incorporate your own values into your online presence 
• Why empathy is so important in leadership 
• How today’s hybrid work environment lends itself to digital leadership

What Is Digital Leadership?

Digital leadership is more than simply maintaining a social media account—it’s about embracing a purpose-driven, authentic, and strategic approach to how you engage in digital spaces. As Josie explains, digital leadership requires leaders to:

• Understand their personal and professional values.
• Use platforms to create connections and foster community, not just broadcast information.
• See themselves as representatives of their institutions who can humanize leadership through social media.

Josie also emphasizes that effective digital leadership doesn’t mean being perfect on every platform. It’s about understanding how digital spaces can align with your leadership style and institutional goals.

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Why Leaders Need a Social Media Presence

In today’s digital-first world, students, alumni, and even employees look to social media as a primary way to engage with campus leadership. Josie shares examples of leaders who have built meaningful relationships through social media by sharing moments of vulnerability, personal updates, and behind-the-scenes glimpses into their lives.

A few highlights include:

• A vice president sharing about their dog’s trip to the vet, leading students to connect with them in person.
• A president using Instagram to spotlight campus events and connect with alumni through interviews.
• Leaders who use social media to respond directly to students’ questions or celebrate their achievements.

As Jamie notes, social media is another channel to make students and alumni feel seen, heard, and valued, ultimately fostering a stronger sense of belonging.

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Building an Authentic and Strategic Presence

Start with a Values-Based Approach

Josie encourages leaders to reflect on their core values and integrate those into their social media strategy. For example, if community, education, and equity are important to you, your posts should reflect those themes.

Blend Personal and Professional

While some leaders may shy away from sharing personal details, Josie suggests starting small:

• Share a book you’re reading or a movie you love.
• Post about hobbies, family, or pets to add a human touch.
• Frame personal stories around universal themes like perseverance, joy, or learning.

Create a Strategy

Even if you’re managing your own account, have a plan. Define clear goals, such as:

• Increasing engagement with students.
• Elevating institutional initiatives.
• Showcasing your leadership philosophy.

Work with your marketing team to align your digital presence with broader university campaigns, and remember that consistency is key to building trust.

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Overcoming Challenges

While digital leadership has its benefits, it also comes with challenges like criticism or even threats. Josie advises leaders to:

• Set boundaries around when and how they engage online.
• Delegate certain tasks, such as social media monitoring, to trusted team members.
• Use social listening to stay informed while maintaining a healthy balance.
• Be proactive about security measures, such as two-factor authentication and reporting suspicious activity.

As Jamie points out, leaders must also be prepared to escalate serious issues, such as threats, to campus police or other authorities.

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Who’s Doing It Well?

Josie shares several examples of higher ed leaders excelling in digital leadership:

• Tom Chesney, President of Clarke University, uses Twitter authentically, sharing personal moments and engaging with his community.
• Mordecai Brownlee, President of Community College of Aurora, uses video and storytelling to bring his work to life.
• Daria Willis, President of Howard Community College, connects with her audience through Instagram interviews and personal stories.
• Claudia Schrader, President of Kingsborough Community College, shares vibrant, engaging posts that reflect her leadership style.

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Measuring Success

Josie encourages leaders to measure the ROI of their social media presence by tracking:

• Engagement metrics like likes, comments, and shares.
• Alignment with institutional goals, such as connecting with alumni or driving event attendance.
• Personal goals, like building connections with students or amplifying specific messages.

She also reminds leaders to celebrate small wins, such as a single tweet sparking a meaningful interaction.

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Advice for Getting Started

For leaders new to social media, Josie recommends:

1. Choose one platform to start with and observe how others in your field use it.
2. Set a manageable goal, such as posting once a week for a semester.
3. Focus on building community through both posts and interactions.
4. Reflect on your broader purpose and let it guide your content.

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About Confessions of a Higher Ed CMO

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower - a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Corynn Myers, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!