Behind the Screens of #HigherEdSocial

In this episode, we sit down with Kasandrea Sereno, the founder of #HigherEdSocial, a thriving community dedicated to helping social media managers in higher education. Kasandrea shares her journey in starting the community, and how it has grown into a valuable resource for those navigating the complexities of social media management in the higher ed space, and what the professional society has to offer it’s members. Tune in to learn from one of the industry's leading voices, and discover the resources that exist for helping social media managers in higher education thrive.

Key Takeaways

• Community Over Competition: Collaboration and resource sharing are essential to success in higher ed social media.
• Social Media Strategy: Authentic, value-driven content should take precedence over noise and outdated practices like promotional flyers on Instagram.
• Empowering the Role: Social media management requires investment, from staffing to tools, and is not a "one-person job."
• Integrated Campus Collaboration: Effective social strategies are built on cross-departmental teamwork and an understanding of the student experience.
• Avoiding Platform Overload: Not every communication issue is solved by adding another social media account.

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Episode Summary

Higher Ed Social: A Space for Collaboration

Kassandrea Sereno founded Higher Ed Social in 2015 to connect professionals navigating the unique challenges of social media in higher education. The Facebook group has grown into a robust community of nearly 12,000 members, representing institutions in over 80 countries. Members share resources, advice, and best practices in an environment rooted in collaboration and authenticity. Sereno credits the group’s success to its culture of vulnerability and support, emphasizing that "community over competition" drives the group’s ethos.

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From Facebook Group to Professional Society

Recognizing the need for a dedicated professional home for higher ed social media managers, Sereno expanded Higher Ed Social into a professional society in 2020. This move offers members access to specialized tools, credentialing, mentorship programs, and a job board tailored to the field. The society also introduced awards to celebrate excellence in social media strategy and execution, recognizing the often-overlooked efforts of higher ed professionals.

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Advocacy for Smart Social Strategies

Sereno challenges institutions to rethink their approach to social media. Rather than adding more accounts or platforms, she advises focusing on process, strategy, and collaboration. Outdated, poorly executed content often does more harm than good, underscoring the importance of aligning social media efforts with broader institutional goals.

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Personal and Professional Favorites

Sereno highlights Facebook as her go-to platform for personal connections and Twitter for professional networking, lamenting its recent struggles. For creative inspiration, she praises TikTok’s innovative content and its potential for campuses to connect authentically with audiences.

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Tools and Strategies

• Social Media Audit: Regularly review institutional accounts to eliminate outdated or underperforming channels.
• Integrated Calendars: Implement campus-wide event calendars to streamline communication and avoid overloading social platforms.
• Centralized Job Board: Higher Ed Social’s job board connects professionals with roles tailored to higher ed social media, ensuring a perfect fit for niche expertise.
• Professional Mentorship: The Higher Ed Social professional society offers mentorship programs, allowing professionals to grow and share knowledge across campuses.

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Memorable Moments

• Confession: Sereno often advises institutions against creating new social media accounts, emphasizing process improvements over adding more channels.
• Mic Drop Quote: "Outdated, bad content looks worse than no content because it shows you don’t care."
• Value Over Noise: Both Sereno and Goodwin stress the importance of prioritizing meaningful content over volume.

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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. 

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