About the Episode
In this episode, we sit down with Sarah Wells, the social media communications officer at a large Canadian college, and discuss the differences between managing social for US institutions and Canadian institutions. This episode also explores platforms like Reddit, Threads, and TikTok and how they have become increasingly pivotal in higher ed social strategies, Sarah shares her insights into harnessing their unique features and algorithms to connect with the university's audience.
Key Takeaways
- Social Media is Both the Best and Worst Job: Higher ed social managers experience incredible moments of student joy but also face the brunt of frustrations during crises.
- Empower Student Voices: Collaborating with students fosters authenticity and leverages their unique insights, helping to create more engaging and relevant content.
- Harness Unconventional Platforms: Platforms like Reddit, Discord, and Giphy can serve as hidden gems for building community and engagement in unexpected ways.
- Combatting Imposter Syndrome: Advocating for yourself and recognizing your expertise is essential to overcoming the "just social media" stigma.
- Community is Key: Higher ed social media managers thrive in collaborative, supportive networks like Higher Ed Social.
Episode Summary
A Career Rooted in Innovation
Sarah Wells’ journey began with a degree in popular culture and early exposure to computer-mediated communication, which laid the groundwork for her successful career in higher ed social media. Over the past 10 years, Sarah has honed her craft, combining creativity and strategy to connect with students and represent her institution.
The Emotional Weight of Social Media Management
Social media managers are often the first point of contact during crises, bearing the brunt of student frustrations. Sarah reflects on the challenges of remaining professional while empathizing with students. Her experiences during COVID-19, such as managing communication about canceled commencements, highlight the emotional toll and resilience required in this role.
Sarah also touches on the challenges of adhering to institutional messaging while wanting to validate students’ frustrations. The pressure to be “strong and put together” online contrasts with the emotional weight many social managers carry offline.
Collaborating with Students
Sarah’s approach to working with student teams emphasizes mutual learning. She encourages giving students the space to experiment and fail, which fosters creativity and innovation. Sarah stresses the importance of students as a resource, noting that their lived experiences and digital fluency can provide fresh perspectives and insights that resonate with their peers.
Exploring Hidden Gems in Higher Ed Social
Sarah is a trailblazer when it comes to using unconventional platforms in her social strategy. She shares how Reddit has become a powerful tool for connecting with prospective students, answering their questions, and showcasing her institution’s commitment to support. Similarly, Discord offers a unique space for building online communities, while Giphy has been a game-changer for driving engagement. With 781 custom GIFs generating over 2.8 billion views, Sarah’s team has made their mark in the digital space.
The Battle with Imposter Syndrome
One of the most relatable parts of Sarah’s journey is her candid discussion about imposter syndrome. Despite the perception that social media is "just playing on Facebook," Sarah emphasizes the expertise and strategy required for success. Advocating for yourself, embracing your accomplishments, and valuing your lived experience are key steps to overcoming these feelings.
This Episode is Brought to You By Our Friends at Ologie
In higher education, it’s almost impossible to truly stand out. Ologie gets it. As a branding and marketing agency that focuses on education, they understand that what makes you authentic, is also what makes you distinct.
Ologie offers award-winning creative, smart strategy, innovative thinking, and expert digital marketing. Most of all, they’ll help you connect with your audiences, bring your stakeholders together, and achieve the results that matter most to you.
Want to find out more about how you can build a compelling brand or campaign? Visit ologie.com.
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!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional.
Our shows feature a selection of the industry’s best as your hosts. Learn from Jaime Hunt, Allison Turcio, Eddie Francis, Dustin Ramsdell, Terry Flannery, Jaime Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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