About the Episode
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About the Episode:
In this episode of Confessions of a Higher Ed Social Media Manager, host Jenny Li Fowler chats with Erica Colaianne, Director of Social Media at the University of Michigan, about the critical art of understanding your audience and staying nimble on social. From building out detailed platform-specific personas to crafting crisis-proof content, Erica shares how her newsroom roots and strategic thinking shape her approach to higher ed communications. If you're looking for real-world strategies for smarter social media management, this is the episode you’ve been waiting for.
Key Takeaways
- Know your audience by platform: Erica’s team builds user personas using real follower data on each social platform to tailor content appropriately.
- “Buildings don’t have feelings”: In times of controversy, Michigan posts neutral imagery (like campus buildings) to prevent students from being unintentionally targeted in the comments.
- Instagram is the new campus quad: It’s the go-to platform for students to organize, protest, and converse—meaning your crisis comms plan should prioritize Instagram.
- Engagement is more than comments: Michigan’s team actively engages not just on their posts, but in the comments of others—especially on TikTok—to grow their presence.
- Student feedback isn’t optional: Erica’s team regularly surveys students on their platform use and is even hosting an on-campus event to gather richer insights.
- Reddit isn’t for brands—but it’s a goldmine for listening: Michigan monitors Reddit to surface student sentiment and potential issues but rarely posts due to the platform’s anti-brand culture.
- Social media teams must be adaptable: Audience behaviors shift constantly—platforms that once were key (like Twitter/X) may no longer be effective.
What’s the importance of audience research on social media in higher ed?
Erica Colaianne breaks down how the University of Michigan social team doesn’t just assume who’s on which platform—they dig in. Literally. By reviewing follower bios, engagement history, and location data, they build out detailed personas for each social channel. This isn’t your average generic persona-building exercise—Erica’s team uses this intel to ensure the right content goes to the right audience. For instance, Instagram? That's for students. Facebook? More casual fans and alumni. LinkedIn? Faculty and professionals. Understanding those distinctions shapes everything from tone to content mix.
How does audience data inform crisis communication strategies?
Erica shares a critical insight that’s reshaping how Michigan approaches crisis response: Instagram is now the students’ default platform—not Twitter/X. That revelation prompted a full pivot in the university's emergency comms playbook. Instead of leading with Twitter, her team now ensures urgent updates are posted first and prominently on Instagram, where students are organizing, conversing, and looking for real-time information. And when social tension rises, they pause platform activity where necessary, recognizing that sometimes the best content strategy is saying nothing at all.
What’s the “buildings don’t have feelings” strategy?
One of Erica’s most memorable takeaways? In moments of campus controversy or student unrest, her team shifts to posting neutral images—like campus buildings. Why? Because when emotions run high, the comments section gets flooded. Rather than letting a joyful student reel become the battleground for complaints, they opt for a photo of architecture. The tactic protects featured students and keeps the institution’s social presence human—but smart. It's a small yet powerful gesture of digital empathy.
How does the University of Michigan engage with students for feedback?
Michigan’s social team doesn’t just guess what students want—they ask them. Through Instagram Stories, opt-in surveys, and upcoming in-person events with pizza and swag, they gather real-time insights on how students use social media. This helps them shape content strategies and understand shifts in platform preference. Erica emphasized that student feedback isn’t a one-time thing—it’s a built-in part of their ongoing content planning.
What role does engagement play in growth?
Beyond posting, Michigan’s team is deeply committed to engagement. Whether it’s replying in-character on Instagram with "Thanks bestie!" or jumping into the TikTok comments of peer institutions, Erica explains how this outbound engagement helps grow visibility and builds authentic community connections. And it’s paying off—especially on TikTok, where one team member is solely focused on meaningful interaction.
Should universities be active on Reddit or BlueSky?
Erica candidly shares that Reddit isn’t a welcoming place for university accounts. Michigan only engages there during serious moments—like offering resources to students expressing distress. Mostly, Reddit is used for listening and learning, not posting. As for BlueSky? Michigan is cautiously experimenting, mostly to track where faculty and researchers are migrating. Erica makes it clear: You need to go where your people are, but only if you have the bandwidth to do it right.
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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