About the Episode
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About the Episode:
In Episode 56 of Confessions of a Higher Ed Social Media Manager, host Jenny Li Fowler sits down with Jon-Stephen Stansel — seasoned social media strategist and author of The 10 Principles of Effective Social Media Marketing. Jon shares his journey from burned-out higher ed manager to freelance success, offering up survival strategies, productivity hacks, and hot takes on AI, memes, and the myth of “posting at the right time.” This is a must-listen episode for any social media manager balancing creativity with chaos.
Key Takeaways
- Burnout is real — but so is building your personal brand. Jon's leap from higher ed to freelance success highlights the power of strategically building a personal brand before you need it.
- You don’t need to post every day to be effective. Consistency and clear goals beat volume every time — especially when juggling social with other responsibilities.
- Every post is an alumni and admissions post. Social content should serve multiple audiences at once, creating connection without compromising clarity.
- Meme marketing isn’t silly — it’s strategic. Humor is a skill, and crafting viral content requires planning, timing, and deep audience insight.
- AI isn’t replacing us just yet. Jon and Jenny agree: in 2026, the best social media strategies will still come from humans, with AI playing a background role in analytics and workflow optimization.
- Social media managers need backup. From advocating for better resourcing to creating a true vacation plan, survival in higher ed comms means setting boundaries and building support.
Episode Summary: What We Learned in This AMA With Jon-Stephen Stansel
How did Jon-Stephen make the leap from higher ed to freelance work?
Jon’s pivot from university life to full-time freelance was born out of burnout and timing. Feeling stifled by bureaucracy and craving more creative freedom, he began building his personal brand on Twitter — applying the strategies he couldn’t use on institutional accounts to his own profile. When he finally announced he was leaving higher ed, the offers rolled in — including one from Prime Video to work on the Invincible launch. The lesson? Build your personal brand before you need it — and don’t underestimate the power of being seen online.
What advice do you have for volunteers or part-timers managing social media?
Stick with quality over quantity. Jon suggests carving out a small but consistent workflow that prioritizes regularity over reach. Jenny adds that it’s essential to focus on one goal — whether that’s promoting events, featuring members, or growing awareness. Don’t spread yourself thin trying to replicate full-time output. Instead, choose a core objective and execute it well.
How can you avoid burning out as a solo social media manager in higher ed?
Survival starts with boundaries. Jon emphasizes “touching grass” — building sacred time away from screens. He also urges managers to communicate clearly with leadership, advocate for their needs, and start planting the seeds to grow a team. Jenny reinforces the importance of distinguishing between must-do tasks and nice-to-do items. Begin documenting your workload and making a business case for resources, even if team expansion takes time.
Do post times still matter in the age of the algorithm?
Not really — unless it’s 3:00 a.m. (or maybe especially at 3:00 a.m.). Jon tells a hilarious story about a post accidentally scheduled for 3:30 a.m. that went viral with students who were still awake. Bottom line? Content quality and consistency matter more than time-of-day. Don’t obsess over the clock — obsess over what you're saying and why.
How can you shift perceptions of social media as ‘just memes’?
By showing your work. Jon says that even though he’s now paid to post memes, there’s a deep level of strategic thinking, audience research, and brand alignment behind every punchline. Humor is a skill — and social strategy is serious business. For execs or faculty who don’t “get it,” ask where they get their news or how much screen time they spend on social platforms. As Jenny points out, if it’s not online, it might as well not exist.
What’s the best way to serve legacy followers and new ones at the same time?
Balance nostalgia with discovery. Whether you're managing a fan community (like Jon does with Invincible) or a university brand, there’s value in both legacy and new audiences. Jon advises empowering longtime followers to welcome newcomers — and using things like inside jokes, Easter eggs, and brand-specific lingo to spark curiosity. Jenny reminds us that if people don’t understand a reference, they’ll look it up. That's how culture spreads.
If you could build one tool to help social media managers, what would it be?
Jon’s dream? A unified platform that consolidates all client tools — from Slack and Teams to Hootsuite and Basecamp — into one seamless dashboard. As a freelancer juggling multiple ecosystems, he’s losing mental bandwidth to task-switching. His call to action? Developers, build this, and you’ve got an influencer ready to promote it.
What does the AI-assisted social media manager of 2026 look like?
In a word? Human. Despite the buzz, both Jon and Jenny remain cautious about AI’s role in creativity. While they’re open to using AI for backend tasks — like data compiling or report generation — they agree that ideas, strategy, and community-building are still very much human endeavors. Audiences can tell when content is authentic… and when it’s not.
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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