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About the Episode
Join host, Callie Goodwin, as she talks with guest, Kailee Potgeter about managing social media for Grand Rapids Community College, a 2 year institution located in Grand Rapids, Michigan.
Key Takeaways
- Authenticity Wins: Unpolished, relatable content performs better than perfectly curated posts.
- Do It Scared: Growth comes from stepping out of your comfort zone, whether it's starting a TikTok account or asking a student to star in a campaign.
- Relationships Matter: Building genuine connections with students, faculty, and staff is key to creating impactful content that resonates with your audience.
- Understand Your Audience: For community colleges, focus on services and resources students value, such as mental health support and career readiness.
- Reserve Your Name: When new social platforms emerge, claim your institution’s username—even if you’re not ready to use it yet.
Episode Summary
Starting Fresh: Building a Role from the Ground Up
Kaylee’s entry into her new role came with a blank slate—literally. As the first Social Media Coordinator at Grand Rapids Community College, she was handed account passwords but no roadmap. While daunting at first, this lack of structure became an opportunity to carve her own path, test new strategies, and build a social media presence tailored to her community college audience.
The Power of Authentic Content
Gone are the days of perfectly filtered grids and overly polished ads. Kaylee emphasizes that social media users crave genuine, relatable content. Posts showcasing behind-the-scenes campus life, day-in-the-life stories, and unfiltered student experiences consistently outperform generic ads. Authenticity isn’t just a trend; it’s a strategy for engagement.
Building Relationships, One Post at a Time
For Kaylee, relationship-building extends beyond social media. By connecting with students, faculty, and staff in real life, she creates content that reflects the true spirit of her institution. Whether it’s stopping a student in the hallway for a TikTok or collaborating with orientation ambassadors, these interactions shape the stories shared on social media.
Navigating the Challenges of a Two-Year College Audience
Managing social media for a community college brings unique challenges. With an average student age of 26, many students juggle work, family, and school, spending less time on campus. Kaylee focuses on highlighting essential services—mental health resources, career counseling, and flexible scheduling—rather than traditional on-campus activities. This approach ensures her content meets her audience where they are.
Tools and Strategies
- Higher Ed Social Media Facebook Group: A community where social media managers share advice, insights, and tips.
- Stabilizers for Better Video Content: Investing in tools like a gimbal can elevate the quality of short-form videos, especially for TikTok and Instagram.
- Claim Handles on Emerging Platforms: Even if your institution isn’t ready to use new platforms like Lemon8 or Clapper, reserve your name to prevent others from impersonating your brand.
Memorable Moments
- Do It Scared: Kaylee shares how stepping out of her comfort zone has been essential to her growth. From filming her first TikTok to managing interactions on campus, her journey shows that success comes from trying, learning, and adapting.
- Confession Time: Kaylee reveals that, despite being an introvert, she thrives in an extroverted role by leveraging her strengths in observation and connection.
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About the Enrollify Podcast Network
The Enrollify Podcast 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 Jaime Hunt, Allison Turcio, Corynn Myers, Dustin Ramsdell, Terry Flannery, 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!
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