About the Episode
About the Episode:
In this episode, Jeremy is joined by Chas Williams, Executive Director of Social Media for Clemson University. Chas talks about building out a content calendar, why student interns are essential - and what their interns help with - the importance of creativity and being able to pivot, quantity vs. quality, storytelling differently based on the platform, and more!
Key Takeaways:
- Authenticity in social media content stems from knowing your audience and having a team that’s immersed in the platforms.
- Creating a strong social media presence involves fostering creativity, giving space for interns to take risks, and staying flexible.
- Effective social media leadership means balancing tradition with new trends and leveraging student voices to engage Gen Z.
- Higher ed institutions need to prioritize social media as a recruitment tool while understanding the evolving algorithms and platform priorities.
Episode Summary:
How did Chas Williams get started in social media?
Chas began his journey as a student manager for the Clemson University baseball team, where he started creating content to highlight team gear and culture. This initial experience allowed him to understand the power of social media in engaging a community and the importance of adapting on the fly. One memorable experience involved capturing the celebration of a walk-off win, which became valuable content that resonated with fans for years. His early lesson: trust your gut and don’t be afraid to take risks with content.
What makes content feel authentic on social media?
Chas believes that authenticity comes from understanding the platform and having a deep connection with the audience. He highlights that it’s crucial for his team to spend time in the platforms they’re creating content for. He also emphasizes surrounding yourself with people closer to the target demographic—his team of six student interns plays a critical role in keeping content relatable to high schoolers and incoming students. Being authentic means being present, taking creative risks, and fostering a space where team members can push boundaries and experiment.
Why do some schools struggle with social media engagement?
Many higher education institutions face challenges in social media because they are tasked with speaking to too many different audiences. According to Chas, the key challenge lies in balancing awareness and measurable outcomes. Unlike email campaigns that track specific interactions, social media often builds brand awareness in less quantifiable ways, making it harder for institutions to measure direct results like application increases. Clemson, however, prioritizes social media as a key component of student recruitment, which is supported by leadership who value its role in building long-term relationships with prospective students.
How does Chas manage a student-centered content team?
Chas runs a creative, student-driven social media team where interns take ownership of regular content series like "Tour Tuesday." These students are responsible for capturing photos, reels, and stories that authentically represent campus life. A key factor in their success is the U-Pick program, where students gain course credit for their work, offering a win-win for both the students and Clemson’s budget. Chas fosters a culture where interns can pitch ideas, even if not all are executed, ensuring a collaborative environment that prioritizes creativity and flexibility.
How do you balance creativity with leadership in social media?
As a leader, Chas encourages his team to be creative while also understanding that not all ideas can be executed immediately. He believes in the importance of giving context when saying no, so team members understand the rationale behind the decision. A key leadership lesson he shares is that "no doesn’t mean no forever—sometimes it just means not now." This philosophy helps maintain morale and encourages team members to keep innovating.
How has social media strategy changed with evolving algorithms?
Chas explains that Clemson’s strategy has shifted from focusing on the quantity of posts to prioritizing quality. With platforms like Instagram and Facebook evolving to promote content based on engagement rather than follower counts, the team has had to adapt. He emphasizes that content must be tailored for each platform’s audience—what works on Instagram might not resonate on LinkedIn. This approach has led to more successful outcomes, as the team has learned to create content that resonates deeply with their target audience.
Connect With Our Host:
Jeremy Tiers
https://twitter.com/CoachTiers
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