Mastering Cross-Platform Social Media in Higher Ed

About the Episode:

In this episode, Allison chats with Erica Colaianne, the Director of Social Media at the University of Michigan, about crafting powerful social media strategies that resonate across multiple platforms. Erica shares her journey from journalism to leading a social media team that engages over 2.4 million followers. She provides insights into data-driven strategy development, platform-specific content creation, and the importance of flexibility and listening in social media management.

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Key “How Tos”

• Transition to Social Media Leadership
• Adapt to Social Media Changes
• Make Data-Driven Social Media Decisions
• Boost Engagement
• Collaborate with Influencers
• Structure a Social Media Internship Program

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Building a Foundation in Storytelling and Social Media

Erica Colaianne’s journey from journalism to higher ed social media demonstrates the enduring power of storytelling. At the University of Michigan, her team uses social platforms to highlight narratives that showcase the institution’s academic excellence, research innovation, and vibrant community life. Erica emphasizes that the best social media strategies are informed by active listening, community engagement, and adaptability.

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Adapting to Evolving Social Media Platforms

The constantly shifting social media landscape requires a flexible mindset. Erica advises against scheduling posts far in advance. Instead, her team closely monitors social trends, ensuring each post aligns with real-time events and community sentiment. This approach allows them to meet the moment—whether it’s celebrating a sunny day in Ann Arbor or responding thoughtfully to a significant news event.

Key practices include:

• Avoiding automation and preferring real-time posting.
• Observing trending topics and community conversations.
• Adjusting content to suit platform algorithms and audience needs.

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Engaging Audiences Through Collaboration

Collaboration is at the heart of Michigan’s social media success. The team works with students, influencers, and campus partners to uncover compelling stories and produce content that connects. Student interns play a pivotal role, offering fresh perspectives and ensuring the content resonates with current students. Additionally, Michigan leverages influencers and ambassadors to expand its reach while maintaining an authentic connection to the brand.

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Navigating the Challenges of Engagement

Managing millions of followers requires a thoughtful strategy. Erica’s team prioritizes responding to comments, mentions, and DMs to build personal connections. They also engage with conversations on other accounts, extending the university’s presence across the digital community. These interactions help amplify the university’s voice and demonstrate its commitment to connecting with audiences.

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The Role of Data and Listening in Strategy Development

While metrics are crucial for measuring success, Erica underscores the importance of qualitative insights. By monitoring audience conversations and observing competitor strategies, Michigan’s social media team ensures their content remains relevant and impactful. Combining data-driven insights with active listening allows the team to refine strategies and prioritize high-impact initiatives.

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Actionable Steps for Higher Ed Social Media Marketers

1. Listen First: Monitor audience conversations, trending topics, and competitor activities to guide your strategy.
2. Engage Meaningfully: Respond to comments and participate in community discussions to build authentic connections.
3. Stay Adaptable: Avoid rigid schedules; prioritize flexibility to respond to real-time events and trends.
4. Leverage Student Voices: Incorporate student interns and ambassadors into your team to keep content relevant and fresh.
5. Focus on Storytelling: Highlight narratives that reflect your institution’s values and resonate with target audiences.
6. Monitor Data: Use analytics to track engagement, reach, and audience behavior, but balance it with qualitative insights.
7. Think Beyond Content Creation: Dedicate time to interacting with your community and contributing to external conversations.

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‍About the Show: The Application is your playbook for the ever-evolving world of higher education enrollment marketing. This podcast zeroes in on the niche, often-unexplored areas of the field, delivering a potent mix of actionable insights, practical strategies, and cutting-edge perspectives.

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Connect With Our Host:

Allison Turcio

https://www.linkedin.com/in/allisonturcio/

https://twitter.com/allisonturcio

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About The Enrollify Podcast Network: The Application with Allison Turcio 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 Mission Admissions and Visionary Voices: The College President’s Playbook.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.