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About the Episode
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About the Episode:
In this episode of the Confessions of a Higher Ed Social Media Manager podcast, host Jenny welcomes Tara Mikaelian and Hattie Wilkinson from Sprout Social to unpack the powerful role of social media data in higher ed marketing. They dive into why this data matters, how it connects to institutional goals, and how social media managers can use real-time insights to drive strategy, demonstrate ROI, and advocate for their role. With real-world examples and actionable tips, this conversation offers a fresh take on using social data as a strategic tool rather than just a performance report.
Key Takeaways
- Social media data is a strategic asset — It goes far beyond vanity metrics and can drive applications, influence donor behavior, and align with enrollment and retention goals.
- Social is higher ed’s public voice — It functions as an always-on, real-time focus group that offers deeper insight than traditional surveys or outdated feedback loops.
- Tell on yourself—in a good way — Proactively report wins and lessons learned to leadership. Don't wait for someone to ask for data; use it to educate and advocate.
- Case studies from South Carolina and Boulder prove impact — From Macy’s Parade engagement to Coach Prime's viral visibility, social data can track institutional influence.
- Context + Consistency = Better Data Reporting — Add context to data and share it regularly to reinforce the value of social media to campus leadership.
- Student workers can build portfolios using social data — Creative applications like tagging individual contributions make reporting meaningful and empower student success.
- Even “bad” content teaches you something — Analyze bottom-performing posts to guide strategy, not just to celebrate wins.
What makes social media data so essential in higher ed marketing today?
Tara Mikaelian kicks off the discussion by emphasizing that social data is a goldmine for real-time insight. Unlike traditional marketing channels or long-lead institutional research, social media gives teams immediate access to public sentiment, brand visibility, and audience engagement. This data allows higher ed marketers to connect their work directly to application numbers, donor engagement, and student retention. Social data empowers teams to "tell on themselves" — in the best way possible — showcasing impact, securing resources, and proving ROI.
How can social media teams connect their work to institutional goals?
The episode features standout examples from the University of South Carolina and the University of Colorado Boulder. USC’s end-of-year performance recap was used not just internally but published on LinkedIn — highlighting the university’s growth in engagement and their top rank in Rival IQ’s engagement report. Similarly, when Coach Prime joined Boulder’s football team, their social team tracked the broader impact: increased ticket sales, donations, and applications. These examples illustrate how social media efforts, when measured and shared properly, can align with and elevate institutional outcomes.
What are some common mistakes social media managers make with data?
Hattie Wilkinson brings insight here — pointing out that many social media professionals wait for someone to ask for data rather than proactively sharing it. This reactive stance can limit leadership's understanding of the true value of social media. Tara reinforces this by saying that without regular reporting, social media remains in a “pretty picture” box instead of being recognized as a strategic function. Both stress the need to build internal understanding by educating leadership on how social supports enrollment, advancement, and reputation.
What can social media managers do to get better with data storytelling?
Context and consistency are key. Hattie Wilkinson explains that it's not enough to dump numbers on a slide — marketers must tell a story around the data. Compare performance to averages, tie metrics to goals (e.g., clicks to campus tours), and explain what’s resonating and why. Even bottom-performing posts offer insights that can improve strategy. Sharing insights regularly — whether in weekly meetings or quick email updates — makes social data memorable and actionable for campus leadership.
How are teams getting creative with social data?
One standout example is Gettysburg College, where social tags are used to track student interns' contributions on social. Each intern is assigned a unique tag in Sprout Social, creating a data-backed portfolio of their impact by semester. This not only empowers students as professionals but showcases the university’s investment in real-world experience. Sprout’s tools also allow for creative use of data for personal passion projects — like Hattie Wilkinson’s Taylor Swift social listening rabbit hole — highlighting that data can be both fun and functional.
What final advice do the guests have?
Be your biggest advocate. Use social media data to share wins, create internal champions, and evolve perceptions of your work. As Tara notes, social data is not just marketing information — it’s real-time decision-making intelligence. And as the conversation wraps, both Tara and Hattie remind us that the way students and families make decisions is shifting rapidly, and social media is now a primary source of truth for prospective audiences.
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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