About the Episode
Managing social communities requires marketing savvy, diplomacy, excellent judgment, and a finger on the pulse of your audience. In this episode, Jaime brings on Jenny Li Fowler, author of “Organic Social Media: How to Build Flourishing Online Communities” to discuss the key fundamentals for building an engaging and welcoming digital space for your university’s biggest fans.
Takeaways for this episode include:
- What it means to cultivate a “flourishing online community”
- Insight into what audiences are truly seeking in online communitie
- Strategies for keeping followers engaged and returning for more
- Guidance on how to bring authentic and inspiring content to your audiences
- Tips for navigating the ever-evolving array of platforms and channels
- Insight into maintaining well-being
Episode Summary
Why does social media require a strategic approach in higher ed?
For institutions like MIT, social media isn’t just about posting content but fostering a supportive community. Jenny emphasizes that social media managers should build their strategy around engagement rather than follower growth. Engagement is where authentic conversations occur, reflecting a true community. She points out that a well-planned social media strategy should be fluid enough to handle immediate feedback while maintaining long-term goals, such as brand loyalty and fostering campus culture.
How do social media managers create a sense of belonging for their audience?
Creating a space where fans feel they can express themselves is a key goal. Jenny explains that it starts with understanding a brand’s “love language.” For MIT, this includes sharing math and science-related humor that resonates with its academic community. By aligning content with the audience’s values and interests, universities can foster connection and loyalty. Jenny recommends knowing what makes each institution unique, and creating posts that feel like an insider’s perspective to build a genuine connection.
What role does authenticity play in higher ed social media?
According to Jenny, audiences immediately detect whether an institution’s social presence is genuine or overly polished. Authenticity is essential for long-term engagement. She advises social media managers to take a thoughtful approach to content that emphasizes honesty and transparency. During moments of crisis or sensitive events, listening first and then offering a measured, sincere response is often the best approach.
How can social media teams manage burnout?
The high-paced nature of social media can lead to burnout, especially in roles that deal with challenging feedback and around-the-clock crises. Jenny’s advice? Set boundaries. Whether that means establishing specific work hours or consciously stepping away from platforms during off-hours, these boundaries help maintain mental health. She also encourages higher ed leaders to recognize and support their social media teams, as these roles often bear the brunt of negative feedback and community expectations.
What factors should higher ed CMOs consider before adopting new platforms?
Jenny advises taking a strategic approach to new platforms. Just because a platform is popular doesn’t mean it’s the right fit for every institution. Instead, she suggests analyzing whether a target audience is present on the platform, assessing available resources, and examining if the platform’s format aligns with institutional content. Even if a platform shows promise, Jenny advocates for cautious engagement—reserve your institution’s name, but wait to build content until you’re confident it’s a sustainable choice.
Tune in for an episode that’s not just about the mechanics of social media, but the heart and soul of digital community building.
.svg)
.svg)
