About the Episode
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About the Episode:
Host Jenny sits down with Mikki Collins, a former higher ed social media manager at the University of Chichester, who shares her transformative journey in leveraging social media as a key recruitment tool. From developing student influencer programs to driving engagement on platforms like TikTok and Instagram, Mikki provides actionable insights into creating authentic connections and making the most of limited resources. Listen in as they discuss how higher ed social media professionals can shift their mindset from communications to strategic marketing.
Key Takeaways
- Student Influencers are Gold: Current students and graduates are often the most effective voices for reaching prospective students.
- Adapt to Platform Dynamics: TikTok has evolved from a discovery platform to a search engine—use it strategically at different stages of the recruitment funnel.
- Targeted Content Wins: Tailor content to different stages of the recruitment funnel, from generating awareness to nurturing conversions.
- Leverage Social Listening: Search university nicknames and hashtags to uncover organic student-created content and trends.
- Metrics with Intent: Align success metrics (e.g., reach, engagement) with the goals for each recruitment funnel stage.
- Sustainable Social Media Practices: To avoid burnout, delete work-related social media apps during breaks and maintain healthy work-life boundaries.
How Mikki Got Started in Higher Ed Social Media
Mikki Collins began her career in higher education through a unique route, starting as a Student Union officer and later transitioning to a digital content role. She quickly gravitated toward social media as a tool to engage students, working with limited resources to grow the University of Chichester’s online presence. Mikki’s small team transformed from social media novices into UK leaders in higher ed social media by experimenting with tactics that resonated with their target audiences.
Using Students as Influencers
Mikki was an early adopter of the "students as influencers" concept. Realizing that prospective students wanted to hear from their peers, she used Instagram’s Q&A feature and hashtags to discover students who were already creating authentic, high-engagement content about the university. This strategy uncovered micro and macro influencers—like one student with 300,000 followers—who were eager to collaborate. By partnering with these students, Mikki’s team amplified the university’s reach and authenticity, fostering trust among prospective students.
TikTok as a Recruitment Tool
TikTok played a pivotal role in Mikki’s strategy. Starting the university’s account in 2019, her team grew it from an underutilized platform to the most-followed account within a year. By creating playful, tongue-in-cheek content, they broke through the noise and raised awareness of the university—even in its local community.
Mikki shared how TikTok evolved from a discovery platform to a search engine. Early in the recruitment cycle, her team worked with student influencers who had large followings to generate awareness. As TikTok shifted to a search-first platform, they partnered with students who had smaller audiences to create content that addressed specific prospective student concerns, such as accommodations and campus life.
Building a Social Media Funnel
One of the episode’s standout moments was Mikki’s explanation of the recruitment funnel and how social media fits into it. She described creating content tailored to each stage:
- Awareness Stage: Share general information about the university, location, and events to attract prospective students. Success metrics here include reach and impressions.
- Conversion Stage: Focus on personalized content, such as Q&A sessions and campus tours, to address specific concerns and keep prospective students engaged. Metrics for this stage include comments, direct messages, and content shares.
Mikki also emphasized the importance of social listening—using hashtags and search terms like university nicknames—to understand what content students are already creating and searching for. By consistently revisiting these insights each year, institutions can adapt their strategies to evolving student needs.
Sustaining Work-Life Balance as a Social Media Manager
Mikki ended the conversation with an important confession: she deleted LinkedIn from her phone over the holidays and hasn’t reinstalled it since. As a social media professional, she understands the risks of burnout and advocates for intentional breaks from work-related platforms. Her advice: don’t be afraid to temporarily delete social apps or establish boundaries to maintain a healthy balance.
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:
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 produced 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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