About the Episode
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About the Episode:
Jenny Li Fowler sits down with Christina Garnett—fractional chief customer officer, online community strategist, and author of the upcoming book Transforming Customer Brand Relationships. Together, they dive deep into what it really means to build authentic relationships with your audiences online. From mourning the loss of Twitter to embracing fan-driven engagement, this episode explores the nuances of online connection, community building, and why higher ed institutions need to stop treating social media like a digital billboard. This is a must-listen for anyone shaping digital engagement strategies in higher ed.
Key Takeaways
- Social Media Is a Relationship, Not a Sales Pitch: Christina compares most brand behavior online to a bad first date—too self-centered, not curious enough, and quick to ask for too much too soon.
- Online Communities Are the New Third Places: In a world where physical gathering spaces are disappearing, digital platforms fill the gap—especially during times of crisis or disconnection, like the pandemic.
- Start With Listening: Strong online engagement is rooted in social listening. The best content is a reflection of what your audience is already saying.
- Turn the Camera Around: Christina urges brands to “be a fan of the fan”—highlighting user-generated content and real community stories to build emotional resonance.
- Align Your Brand Across Departments: If your social tone is playful but your admissions process is clunky, you’re sending mixed signals. Consistency matters.
- Human > Automated: AI and scalability are tempting, but authenticity and human touch drive real connections.
- Higher Ed Has Lore—Use It: Every university has stories that make them unique. Lean into those narratives to show—not just tell—why you matter.
- Stop Ignoring Your Fans: Too often, we focus on attracting new audiences at the expense of nurturing our existing advocates. That’s a mistake.
Episode Summary
Why Was Twitter So Valuable for Building Community—and What’s Missing from X?
Christina opens the episode by mourning the loss of the old Twitter, which she describes as a “third place” for professionals—a digital venue where people could casually connect, find shared experiences, and build relationships. Particularly during the pandemic, Twitter became a lifeline for marketers and social media pros who were trying to navigate a rapidly changing world. It wasn’t just about sharing content—it was about bonding through shared trauma, celebrating each other's wins, and finding community in isolation.
Now, she says, X feels like a different world entirely. The shift in tone and algorithm has turned it into a rage- and anxiety-fueled feed, filled with misinformation. The connective tissue that once made Twitter a digital safe haven for marketers and communicators has eroded, leaving many looking for new ways to build genuine, lasting online relationships.
What Makes an Online Community—and How Can Institutions Create One?
To Christina, an online community is a digital third place—a substitute for the physical gathering spaces we’ve lost. Unlike traditional marketing that’s centered on pushing messages out, building community requires empathy, conversation, and shared purpose. It’s not about just posting announcements—it’s about nurturing emotional touchpoints that build loyalty and trust.
This mindset is critical for higher education institutions. Students and alumni don’t connect with polished press releases; they connect with each other. Christina explains that today’s best community-building happens not in classrooms or on quads, but on LinkedIn threads, Instagram comments, and TikTok duets. The best conferences? They’re not about the keynotes. They’re about finally meeting the people you’ve bonded with online.
What’s the Right Way for Brands to “Show Up” on Social Media?
The best analogy of the episode? Christina likens most brand social behavior to a bad first date. Brands often talk at people—bragging about achievements, sharing glossy videos, or pushing CTAs—without ever asking a question or showing genuine interest in their audience. She encourages institutions to flip the script and approach engagement like they’re building a relationship, not just closing a transaction.
This shift means listening more than you talk. It means spotlighting student stories, showcasing behind-the-scenes moments, and offering content that feels like a warm check-in rather than a recruitment pitch. When brands lean into social listening, they learn what their audiences actually care about—and how to serve them better.
How Can Social Listening Improve Higher Ed Marketing?
Social listening is the bedrock of any community-centered brand. Christina emphasizes that great content isn’t dreamed up in a boardroom—it’s surfaced in comment sections, DMs, Reddit threads, and Discord chats. If a student posts their acceptance letter with tears of joy, that’s not just feel-good content—it’s a signal.
Higher ed marketers need to pay closer attention to these signals. They shouldn’t just repost acceptance videos and move on—they should follow the full arc of that student's journey. What does their first year look like? How are they adjusting? What communities have they found on campus? These human stories are what make your brand feel alive—and differentiate your institution in a crowded marketplace.
What Role Should Fans Play in Your Marketing Strategy?
One of Christina’s most powerful ideas is “be a fan of the fan.” Rather than making your brand the main character, let your audience take center stage. She spotlights Aston Martin’s F1 “Fan Made” campaign as a best-in-class example. The brand created products, experiences, and messaging rooted entirely in fan behavior—and positioned those fans as the leaders of culture, not just consumers of it.
Higher ed can apply this same strategy. Your students, alumni, and prospective applicants already have strong opinions, dreams, and emotions tied to your brand. If you shift your storytelling to celebrate their perspective—using their language, their content, and their moments—you create loyalty, not just awareness.
How Can Higher Ed Differentiate Itself in a Sea of Sameness?
Here’s the hard truth: most higher ed messaging sounds the same. Christina challenges institutions to stop following templates and start building cinematic, student-first narratives. Think of your students as superheroes, and your institution as the place that trains them. Use storytelling frameworks like the Hero’s Journey to bring depth, tension, and transformation to your content.
Lean into your school's "lore"—the weird, the unique, the hyper-specific. Every campus has its quirks and traditions. Highlighting those distinct details builds emotional resonance, especially with prospective students seeking a sense of belonging. Don’t shy away from niche fan bases—in fact, amplify them. That’s how you build a brand that’s not just respected, but loved.
Why Focusing on Your Biggest Fans is the Smartest Marketing Move
Christina reminds us that brands often chase new audiences at the expense of their loyal supporters. In higher ed, this can look like overly polished content targeting prospective students while current students or alumni feel ignored. She flips the script: if you want more people to fall in love with your school, show them how well you treat the ones who already have.
The same way a kind, attentive partner makes someone more attractive, an institution that champions its community becomes magnetic. Think about it—no one wants to date the person yelling at their partner in public. People want to align themselves with institutions that show care, empathy, and consistency. That’s how you turn engagement into advocacy.
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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