About the Episode
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About the Episode: IG Post
Jenny Li Fowler sits down with Emma Dorman, the first-ever social media manager at the University of Montana, to explore what it takes to build a university’s digital personality from the ground up. In this vibrant conversation, Emma shares how embracing the unique culture, lifestyle, and geography of Montana has become the secret sauce behind their skyrocketing engagement and retention rates. From bear alerts to lumberjack balls, this episode unpacks why leaning into your institution’s quirks might just be the best social strategy you haven’t tried yet.
Key Takeaways
- Make your location the main character: Emma Dorman shares how the University of Montana’s outdoor, adventurous lifestyle is central to their brand story—and why this place-based approach resonates deeply with students.
- Authenticity drives enrollment and retention: By focusing on “the Montana Way,” the university has seen a significant jump in retention—from the 40s to 77%—by attracting the right students, not just more students.
- Student involvement matters: Regular collaboration with student groups and interns ensures content stays relevant, fresh, and community-centered.
- Content experimentation pays off: From Instagram’s quirky “thin video” trend to humorous bear alerts, Emma’s team isn't afraid to test ideas—and use glitches as signs from the social media universe.
- Don’t water down your brand: Trying to be everything to everyone results in generic content. Standing out requires embracing what makes your institution different—even if it’s weird.
Why does place-based storytelling work in higher ed social media?
Emma Dorman believes place matters—and Montana has a personality all its own. From day one, she made the university’s unique location central to their digital narrative. Whether it’s floating through campus on a river, hiking during orientation, or receiving campus-wide bear alerts, the University of Montana embraces the outdoorsy, rugged, and welcoming vibe that defines their students’ experience. The goal? Help prospective students see themselves in the Montana lifestyle before they even step foot on campus.
What is "The Montana Way" and how does it connect to student recruitment and retention?
The Montana Way isn’t just a catchy phrase—it’s a lifestyle and values system that aligns deeply with the university’s student body. Rooted in inclusivity, community, and connection to the land, it attracts a self-selecting group of students who thrive in this environment. Emma notes that 70% of their student population are Montana residents, with a significant portion being Pell Grant-eligible and/or Native American. By targeting messaging to this demographic—and owning their unique campus identity—they’ve driven both enrollment and a dramatic increase in retention rates.
How can other institutions find their version of "The Montana Way"?
Emma’s advice? Lean into the weird. Every campus has its own quirks—maybe it’s a strange tradition, a unique event, or a certain vibe that’s hard to define but easy to feel. For Montana, that includes a century-old Forester’s Ball, complete with lumberjack outfits, a jail, and even weddings. Her suggestion for other social teams: work closely with student organizations, listen to what students care about, and amplify those stories. Stop trying to be all things to all people—instead, focus on what makes your campus culture stand out.
What role does experimentation play in their social media strategy?
Emma’s team is not afraid to try new things. Whether it’s testing new Instagram formats or leaning into humorous moments like bear sightings, the key is a willingness to fail fast and move on. If a post glitches three times, Emma takes it as a sign from the “social media universe” that it’s not meant to be. They meet weekly with the creative team to brainstorm fresh ideas, repurpose content, and think through how to better capture and share the campus experience in a dynamic way.
How does student feedback shape their content?
Community input is core to their process. Emma works closely with student interns and clubs to gather insights and content ideas, ensuring their social presence feels authentic and community-driven. From checking in with student groups about upcoming events to crowdsourcing visual content, their feed reflects what students are actually experiencing, not just what the institution wants to promote.
Connect With Our Host:
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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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