Social Media

In this episode, Jeremy has a conversation with Jennifer Radke who runs the National Institute for Social Media, an organization dedicated to social media certification and education for professional social media practitioners. Jen also happens to be the mom of two teenagers, including a son who just started his first-year of college. 

Jen starts by sharing a few insights about her son’s college search from a parent point of view. From there she and Jeremy have a lengthy chat about all things social media - including the biggest do’s and don’ts, content creation, measuring your campaigns and social listening, as well as personal branding.

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Key Takeaways

• Simplify the Admissions Process: Create clear, concise communication with checklists and step-by-step instructions tailored to different audiences, such as in-state vs. out-of-state students.
• Social Media Strategy Matters: Content should be audience-specific—visual, engaging, and distinct for students (Instagram) and parents (Facebook).
• Harness the Power of Social Listening: Monitor keywords, hashtags, and conversations to understand prospective students’ and parents’ needs, then adjust your content accordingly.
• Personal Branding is Key: Educate team members and leaders about the importance of crafting a clear and authentic online presence.
• Engagement Metrics Over Vanity Metrics: Focus on meaningful interactions like comments, shares, and clicks to measure content effectiveness.

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Episode Summary

Simplifying Admissions for Parents and Students

Navigating the college search process can feel overwhelming, even for seasoned admissions professionals like Jen. Drawing from her experience as a parent, she emphasizes the importance of simplifying the journey for students and families. Colleges should focus on providing easy-to-follow checklists and clear communication about key steps like financial aid, housing, and registration. The goal is to reduce the noise and make the process less intimidating for families, especially out-of-state students who may require additional support.

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Social Media: Meeting Audiences Where They Are

Jen shares her perspective on how colleges can better utilize social media to reach both students and parents. For students, Instagram remains the go-to platform, where visual storytelling is key to helping them imagine life on campus. Parents, on the other hand, gravitate towards Facebook, where they seek useful information and resources. To effectively engage both groups, Jen advises colleges to craft audience-specific content and ensure their messaging aligns with the platform's strengths.

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Social Listening and the Value of Authenticity

Social listening is an underutilized tool that can significantly improve a college’s understanding of its audience. Jen explains how monitoring conversations, keywords, and hashtags can reveal prospective students' and parents’ pain points, enabling schools to create more relevant and engaging content. She also underscores the importance of authenticity, particularly with user-generated content, which resonates more strongly with Gen Z audiences than traditional brand-led messaging.

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Personal Branding and Digital Storytelling

Jen highlights the growing importance of personal branding for higher ed professionals and students alike. She encourages listeners to articulate their unique strengths and passions, both professionally and personally, on platforms like LinkedIn. This clarity not only enhances an individual’s online presence but also contributes to the broader institutional brand by creating authentic connections.

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Measurement and Metrics: What Really Matters

When it comes to measuring social media success, Jen advises focusing on engagement metrics like comments, shares, and clicks rather than vanity metrics like follower counts. These deeper interactions provide a clearer picture of how well your content is resonating with your audience. Setting measurable goals and aligning them with leadership expectations is crucial to demonstrating the ROI of social media efforts.

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This episode is brought to you by Gecko - a student engagement platform offering multiple modules to help institutions better engage with students and lighten the load for their staff.

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