About the Episode
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About the Episode:
Jenny Li Fowler sits down with Joe Teo, CEO of HeyOrca, for a candid conversation about the underestimated brilliance of higher ed social media teams. From crisis communication mastery to culture-shaping content creation, Joe shares why higher ed marketers are the unsung heroes of the digital age. Tune into this episode for an energizing take on how resourceful, adaptive, and strategic these teams truly are.
Key Takeaways
- Higher ed marketers are crisis-ready and tactically brilliant — they often outperform B2C brands when it comes to timely, thoughtful, and compassionate communication.
- Student creators and UGC are essential parts of higher ed content marketing — and universities that do it well see significantly better engagement.
- Athletic departments are trailblazers in video-first, creator-led content strategies — long before TikTok took over.
- Red tape doesn’t stop great content — higher ed social teams are experts in navigating bureaucracy while still producing timely, relevant content.
- Community matters — higher ed social pros rely heavily on one another for support, feedback, and collaboration via groups like the Higher Ed Social Facebook group.
- Facebook groups still thrive in higher ed — not just for audience engagement but also for peer learning and crisis updates.
Episode Summary: Joe Teo on Why Higher Ed Social Media Teams are Underrated
Why do higher ed marketers deserve more recognition than they get?
Joe Teo believes higher ed social media professionals are among the most agile and strategic marketers out there. These are individuals who balance high-stakes crisis communication, limited budgets, and organizational red tape — all while producing engaging, real-time content. Joe sees higher ed as one of the most intensive learning grounds for any marketer because the pace, pressure, and politics demand a uniquely well-rounded skill set.
What can we learn from athletic departments?
Joe first fell in love with higher ed content marketing after working with the University of Iowa’s athletic department. He saw firsthand how their social media team planned content like seasoned videographers, producing stunning visuals with minimal resources. Their workflows included student volunteers, detailed shoot planning, and creative storytelling — all while building a dynamic brand. For Joe, athletic departments are pioneers of the “creator economy” before it even had a name.
How do higher ed teams navigate bureaucracy while staying creative?
Higher ed social media managers work within rigid structures yet still manage to innovate. Joe admires their ability to “turn a no into a yes.” Whether it’s aligning with university marcoms or securing buy-in from leadership, these pros negotiate expertly while keeping their audiences engaged. They know how to advocate for content that resonates without compromising brand guidelines — a balance many corporate teams struggle to strike.
Why is higher ed better at crisis comms than most brands?
Higher ed institutions often deal with high-stakes situations — from campus crises to national controversies. Joe points out that universities usually have communication frameworks in place, allowing social teams to respond quickly and thoughtfully. They manage fear, provide clarity, and guide communities through the evolution of a crisis. The ability to communicate swiftly, sensitively, and in a community-centered way is something Joe believes most B2C brands have yet to master.
What role does community play in the success of higher ed marketers?
The Higher Ed Social Facebook group came up multiple times in this episode — and for good reason. Joe praises it as one of the most supportive online spaces for marketers. It’s a safe place to crowdsource ideas, ask for feedback, and navigate complex issues with peer support. In fact, it even inspired Joe to build HeyOrca’s own community for social media managers, showcasing the ripple effect of positive peer networks.
How has higher ed content marketing influenced HeyOrca’s strategy?
Joe openly shares that many of HeyOrca’s community-building efforts were modeled after what he saw in higher ed. From using Facebook groups for deep engagement to showcasing internal employee content à la UGC-style posts, the strategies employed by university teams directly influenced HeyOrca’s approach. It’s a testament to the innovation bubbling beneath the surface in this often-overlooked marketing vertical.
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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