How to Get Started as a Higher Ed Social Media Manager

Join host, Callie Goodwin, as she talks with guest, Marcella Cintra about life as someone new to the world of higher ed social media. Marcella shares what life has been like over the past 6 months since she joined a Florida state college and began managing social media and web content. 

Key Takeaways

• Every Day is a New Challenge: Higher ed social media is fast-paced, balancing event promotion, content creation, and managing a wide range of requests.
• Write Everything Down: Marcella’s tip for staying organized is to document everything—from emails to phone calls and scheduling. A good desk calendar can be a lifesaver!
• Social Media is More Than Fun Posts: The behind-the-scenes work, like content approval processes, coordinating with departments, and balancing priorities, often goes unnoticed.
• Prepare for Summer Content Droughts: Use student stories, hashtags, and creative campaigns to keep engagement high when campus activity slows down.
• Accessible Social Media Matters: Incorporating captions and alt text ensures that all audiences can engage with content, making social media inclusive and impactful.

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Episode Summary

What Led Marcella to Higher Ed Social Media?

Marcella’s journey into higher ed social began when she transitioned from financial aid into her current role. With a background in public administration and a passion for marketing, she saw an opportunity to combine her skills with her love for her college and its community. While new to the role, Marcella quickly adapted to the fast-paced environment, managing events and campaigns while building an understanding of social media's impact in higher education.

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The Realities of Higher Ed Social Media

Marcella highlights one of the most under-discussed aspects of the role: the unseen work that goes into creating content. From handling tight timelines and late submissions to balancing departmental requests, the job isn’t just about posting pretty pictures or clever captions. It’s about managing expectations, keeping communication open, and ensuring the institution's voice resonates authentically across platforms.

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Tips for Staying Organized and Effective

Marcella recommends documenting everything—emails, meetings, and campaign plans. A physical calendar can also help stay on top of deadlines and events. She also emphasizes the importance of being adaptable, as priorities can shift quickly.

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Platforms of Choice: TikTok and Instagram

Personally, Marcella loves TikTok for its authentic and engaging nature. For her brand, Instagram is the go-to platform, offering robust tools for engaging current students and alumni. She notes that TikTok's features, like captions and carousel posts, have started to change the way institutions can connect with their audiences.

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Accessible Content is Non-Negotiable

Marcella and Callie discuss the importance of making social media accessible. Simple actions like adding captions to videos or including alt text can significantly enhance engagement and inclusivity, making content more valuable for all audiences.

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