About the Episode
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About the Episode:
In this thought-provoking episode of Confessions of a Higher Ed Social Media Manager, host Jenny Li Fowler sits down with Safaniya Stevenson, a seasoned higher ed social strategist, to challenge one of the industry’s sacred cows: the audience persona. Together, they explore the limitations of personas in higher ed marketing and advocate for a more human, community-driven approach. This episode is a must-listen for enrollment marketers, brand strategists, and social media managers navigating a diverse and evolving student landscape.
Key Takeaways
- Overreliance on Personas Can Dilute Brand Authenticity
Many colleges skip core brand development and jump straight into crafting personas, resulting in generic, catch-all marketing that fails to resonate. - Higher Ed Must Shift from “College-Ready” to “Student-Ready” Messaging
Institutions should focus on building inclusive communities rather than fitting students into narrow predefined molds. - Personas Often Leave Students Out
With limited time and budget, schools typically build 2-3 personas, ignoring the complexity and intersectionality of real student identities. - Community > Following
Social media success isn't just about followers. Shares, saves, and comments are stronger indicators of engagement and community. - Storytelling Is Stronger Than Stereotyping
By telling authentic stories rooted in your school’s identity, students can self-select into your community based on alignment, not assumption.
What Are Personas in Higher Ed Marketing?
Personas are research-based profiles that represent a school’s ideal audience — including demographics, values, behaviors, and pain points. These tools help marketers shape content that connects with specific segments. But as Safaniya explains, they often become crutches when institutions skip foundational brand work and rush into campaign execution.
Rather than asking, Who do we want to talk to?, colleges should start with, Who are we? Without a strong sense of identity, institutions risk trying to be everything to everyone — and ending up forgettable to most.
Why Are Personas Problematic in Higher Ed?
Unlike other industries, higher ed audiences are incredibly diverse — just look at a single lecture hall. Yet schools typically only develop a few personas due to resource constraints. That means many student voices go unheard. For example, a “biology-loving, first-gen, athletic” persona might look very different depending on geography, race, or socioeconomic background.
Safaniya argues that when schools over-index on select personas, they unintentionally exclude others. It’s the dodgeball effect: by choosing who fits, you’re also telling others they don’t. That’s not the message any school wants to send — especially in a climate where inclusivity and belonging are critical enrollment drivers.
How Should Colleges Shift Their Strategy?
Safaniya introduces a powerful paradigm shift: move from a college-ready to a student-ready mindset. The college-ready model says, “Here’s what you need to be accepted.” The student-ready model flips the script and says, “We’re prepared to support you.” It’s a shift from gatekeeping to welcoming.
This approach manifests through storytelling. Institutions that showcase their authentic culture — through student takeovers, behind-the-scenes features, and diverse perspectives — create space for prospective students to see themselves within the community. That’s how you build belonging.
What Role Should Social Media Play?
Social media is often the front door to your institution. But as Safaniya points out, many schools misunderstand its role. Success isn’t just about gaining followers — it’s about sparking engagement. Comments, shares, and saves indicate that your content is striking a chord and fostering community.
Rather than creating content strictly for personas, Safaniya urges social teams to create content for people. The question becomes, “How do we build a community where people want to belong — not just be targeted?” It’s a mindset shift from transactional to transformational.
How Can Schools Tell Better Stories?
It starts with owning your school’s story. Take MIT, for example — a place where “data is our love language.” That central story can manifest through engineering students, music producers, or artists using code. The narrative is consistent, yet flexible enough for individuals to see themselves within it.
The key is clarity and confidence in your brand. When schools try to be too many things to too many people, they dilute the very thing that makes them special. By leaning into who you are and letting students opt in, you build a stronger, more aligned community — and that’s where real engagement begins.
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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