About the Episode
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About the Episode:
Jenny Li Fowler is joined by Christina Le, a strategic social media pro currently leading marketing efforts at the social listening startup Plot. Together, they dig deep into what it really takes to launch a successful social media campaign—especially when you’re operating with little to no budget. From identifying the "why" behind a campaign to finding creators on LinkedIn who will amplify your message (even for free), this episode is a goldmine for anyone looking to make a meaningful impact with minimal resources.
Key Takeaways
- Start with the "why": Every great social media campaign begins with a clearly defined goal and outcome.
- Map the full skeleton: Consider everything—budget, timeline, messaging, content needs, and team involvement—before executing.
- Choose the right platform: Go where your audience lives instead of spreading your campaign too thin across every channel.
- Leverage your community: Relationships matter. People will rally behind brands—and people—that resonate with them.
- Make ROI measurable: Use UTM links and track performance metrics that tie directly to business goals.
- You don’t need a huge budget: Strategic thinking, personal branding, and authenticity can carry your campaign far.
- Ditch the growth hacks: Prioritize resonant content over "posting at the right time" or chasing algorithmic gimmicks.
What is a social media campaign, really?
Christina offers a fresh definition rooted in her background in political communications: a social media campaign is a program of content that rallies a specific group of people toward a clear outcome. Whether you’re driving awareness, engagement, or conversions, a campaign needs direction, motivation, and emotional resonance. Jenny and Christina stress that it’s not about one-off posts or trendy hashtags—it’s about organizing intentional, strategic messaging around a focused goal.
How do you build a campaign from scratch?
It all starts with one big question: what are you trying to achieve? Christina emphasizes the importance of understanding the "why" before any content is created. From there, she maps out a "skeleton" that includes messaging, timeline, budget, internal resources, creative needs, and distribution channels. If you're a team of one (as many in higher ed and startups are), planning this roadmap early is essential for success. The clearer your campaign skeleton, the easier it is to get buy-in and execute efficiently.
How did Christina run a viral campaign with just $1,000?
Plot, the startup Christina works for, had one goal: get 100 beta users to test their new platform. With no name recognition and only 600 followers on their brand page, they had to get creative. Christina and her co-founder focused all efforts on LinkedIn—the platform where their target audience (social media managers) lived. Christina DM'd 20 creators she had connections with and made a heartfelt ask. She had a $1,000 budget and offered small stipends—or in many cases, just access to the product.
The result? Nearly 1,000 signups and close to 1 million impressions—all without spending a single dollar on paid ads. Christina credits this success to knowing her audience deeply, leading with authenticity, and engaging her community like co-creators rather than just followers.
What role does community play in long-term growth?
The campaign wasn’t just a flash in the pan. By embedding community feedback into the product itself, Plot created long-term brand advocates who felt a sense of ownership in the company’s growth. This community-first mindset didn’t just drive one campaign—it fueled continued engagement, beta testing, and even helped shape product development. The result? A growing user base, expanding reach, and a brand that genuinely resonates with its audience.
What advice does Christina have for first-time campaign builders?
Her number one tip: get decision-makers involved early. Don’t wait until you’ve mapped out the entire campaign to loop in leadership. Involve them from the start so you can co-build the vision and get support on strategy and budget. Christina also warns against treating social media as just a content distribution channel—it’s a strategic, community-led space that deserves a seat at the decision-making table.
And finally, a spicy confession: Stop chasing growth hacks. Christina reminds listeners that there’s no silver bullet in social. What works is understanding your audience, crafting meaningful content, and consistently delivering value. Posting at 11 a.m. won’t save a campaign with no heart.
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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