About the Episode
About the Episode:
On this episode of Confessions of a Higher Ed Social Media Manager, host Jenny Li Fowler sits down with Aubrey Ugorowski, communications specialist for the Department of Materials Science and Engineering at the University of Wisconsin–Madison, to unpack how social listening can completely reshape a higher ed content strategy. Working as a communications team of one, Aubrey shares how she balances social media alongside donor communications, email campaigns, and other responsibilities while still building a consistent, audience-focused presence online.
Throughout the conversation, Aubrey explains why she intentionally shifted away from creating content based solely on internal priorities and instead started listening more closely to what students were already talking about across platforms like Instagram, Reddit, and TikTok. From monitoring conversations about engineering programs to studying how Gen Z engages with storytelling content online, she reveals how social listening became the foundation for stronger engagement, faster content creation, and more authentic storytelling.
Jenny and Aubrey also dive into a standout campaign centered around the department’s annual Crazy Legs 8K race, where Aubrey strapped on a mic, joined the race herself, and captured first-person content that showcased the department’s close-knit culture in a way polished marketing never could. The result? Double the expected reach and significantly higher engagement. Together, they explore why authenticity consistently outperforms perfection, how low-production content can strengthen trust with audiences, and why compelling ideas matter more than glossy execution.
Key Takeaways:
- Social listening helps higher ed marketers create content students actually want to engage with.
- Authentic, lower-production content often performs better than highly polished campaigns.
- Narrative-driven storytelling is becoming increasingly important for Gen Z audiences.
- Building trust with students and faculty creates stronger opportunities for user-generated content.
- Consistency and curiosity matter more than having a massive social media team or budget.
Connect With Our Host:
https://twitter.com/TheJennyLi
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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