About the Episode
About the Episode: Danielle Sewell, Director of Digital Marketing at York College of Pennsylvania, shares practical insights on where to start when it comes to data, understanding metrics, and using data to tell compelling stories. Danielle also highlights the supportive community within higher ed marketing and the value of continual learning.
Key Takeaways
- Data Isn’t Math: Social media data is about storytelling and analysis, not complex calculations.
- Start with Benchmarks: Spend your first year understanding the performance norms of your channels before making big changes.
- Tie Metrics to Goals: Simplify by connecting your metrics to clear, actionable goals like brand awareness or engagement.
- Context Matters: Always pair numbers with explanations of external factors, such as algorithm changes or major events.
- Streamline Reporting: Keep reports simple and tailored to your audience, focusing on key takeaways over raw data dumps.
Episode Summary
From Newbie to Data Advocate
Danielle’s journey into higher ed social media started with being “the young person who knew technology” and evolved into a passion for digital marketing in the collegiate space. Her experience underscores the importance of community, like the supportive #HESM (Higher Ed Social Media) network, in learning and growing in this field.
The Basics: Benchmarks and Goals
For those new to social media analytics, Danielle advises starting with benchmarks to understand what “normal” looks like for your institution. Once benchmarks are established, focus on tying specific metrics—like follower growth for brand awareness or post engagement for messaging priorities—to your institution’s broader goals.
Reporting Made Simple
Danielle emphasized the importance of tailoring reports to your audience. For internal teams, detailed spreadsheets may work, but external stakeholders like VPs and department heads benefit from concise, visually appealing summaries. Danielle also highlighted the value of storytelling in reporting—data should inform recommendations, not just showcase big numbers.
Tools and Techniques
While platforms like Sprout Social can simplify reporting, Danielle assured listeners that basic tools like Google Sheets or Excel are equally effective. The key is consistency in collecting and analyzing data, coupled with understanding the nuances of each platform’s metrics.
Embracing the Learning Curve
Danielle reminded listeners that no one enters this field as an expert. Whether it’s understanding algorithms or crafting reports, most higher ed social media managers learn as they go. She also encouraged leaning on the higher ed social media community for support and resources.
Challenges in the Digital Space
As the episode wrapped, Danielle candidly shared her “confession”—her dread of navigating social media during election season. The intensity of online discourse during such times makes the digital space especially challenging, but she expressed confidence in the higher ed community’s ability to support each other.
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.
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