Confessions of a Higher Ed Social Media Manager

In this insightful podcast episode, Jenny chats with Emer Garland, a social media and communications professional at MIT, about creating a cohesive, accessible media library to support the campus community. Emer shares her journey from Dublin to MIT and how she helped build a digital asset library on Flickr, empowering MIT’s departments, labs, and centers to easily access and use campus imagery. Discover practical advice on managing digital media, collaborating with students, and capturing authentic campus moments that reinforce MIT’s unique culture.

Smart Strategies for Authentic Campus Engagement

• Make the Most of Existing Platforms: Consider where your audience already interacts and build your digital asset library on a platform they find familiar, as MIT did with Flickr.
• Collaborate with Students for Unique Perspectives: Engage student photographers to capture campus life from their viewpoint, adding authenticity to your content library.
• Use Analytics to Refine Content: Leverage Flickr’s metrics to understand which images resonate most, helping you decide what to capture next and keep your library relevant.

Why Build a Centralized Media Library?
Emer Garland explains the motivation behind creating a digital media library at MIT. With media scattered across multiple locations—Dropbox, individual computers, and even physical photos—MIT needed a centralized platform accessible to the campus community. Emer and her team selected Flickr, a platform already familiar to many faculty and staff, making it easier for departments to adopt. MIT’s library now hosts over 3,500 photos and videos, exclusively available to faculty, staff, and students, supporting a range of uses from social media to print materials.

Emer shares that centralizing media has particularly benefited smaller departments, which may not have the budget for professional photography. With access to high-quality, general-purpose photos of campus life, labs, events, and seasonal shots, these departments can maintain consistent and professional communications without the cost. Today, MIT’s media library is a valuable resource that brings a sense of visual cohesion to campus-wide communication efforts.

‍Capturing Authentic Campus Moments
Emer emphasizes the importance of authenticity in visual content, particularly in higher education. Rather than relying on staged or stock photos, MIT’s library includes organic images that capture real interactions and moments on campus. Emer’s team prioritizes genuine engagement shots—faculty collaborating with students, students immersed in lab work, and the unique quirks of MIT culture that differentiate it from other institutions. They also source images from student photographers, who bring fresh perspectives and often capture less-visible aspects of campus life.

In addition to traditional images, MIT’s library includes aerial and drone footage, capturing the campus from new vantage points. Emer notes that iconic locations like the MIT Dome remain popular, but the library continuously evolves to feature diverse, unique content that feels authentic to MIT’s community and culture.

Best Practices for Starting a Media Library
For institutions looking to build a similar media library, Emer recommends starting with foundational images that showcase the campus, its culture, and its unique strengths. Seasonal campus photos, iconic architecture, and dynamic classroom or lab scenes are valuable assets that communicate both identity and community spirit. Emer advises researching the right platform based on where the community already interacts, as well as considering the time and budget required for maintenance.

MIT's media team actively gathers feedback from their departments to understand content needs, providing regular photo updates and ensuring relevance. Emer also underscores the value of setting boundaries with professional photographers and establishing release protocols to respect privacy, especially for more staged or event-focused shoots.

Guest Name: Emer Garland, Communications Strategist, MIT

Guest Social: LinkedIn

Guest Bio: Emer Garland is a Communication Strategist for MIT’s Institute Office of Communications, where she guides departments, labs, and centers on their marketing and communication needs. Her expertise includes strategic planning, budget management, digital strategy, branding, design, and social media. Emer also manages the MIT Media Librar...

In this episode of Confessions of a Higher Ed Social Media Manager, host Jenny sits down with Alexandra Modafferi, Social Media and Content Strategist at Ramapo College, to discuss an innovative social media collaboration with Montclair State University. They dive into how a shared mascot name sparked a fun, engaging campaign, the role of trending audio in boosting engagement, and best practices for collaborating with other institutions. Alexandra also shares insights on using student-created music, navigating business account restrictions on social media, and the pros and cons of scheduling content.

Related Link: https://www.instagram.com/p/DEcv4k6phHX/‍

Key Takeaways

• Creative collaborations can drive engagement – Ramapo College and Montclair State University leveraged their shared mascot name for a viral social media post.
• Trending audio enhances content visibility – Choosing the right sound can amplify a post’s impact and make it more engaging for audiences.
• Collaboration logistics matter – Planning file sharing, posting schedules, and caption approvals in advance ensures a smooth process.
• Use student talent for original content – Tapping into student musicians and creatives can provide unique, royalty-free content.
• Be cautious with scheduled content – Technical glitches and real-world events can make pre-scheduled posts problematic.‍

Behind the Scenes of a Viral Mascot Collaboration

Alexandra shares how the idea for the collaboration had been in the works for some time, but the perfect opportunity arose when the New Jersey state government featured college mascots—excluding Ramapo and Montclair State. This snub inspired Alexandra and her team to create their own moment, leading to the birth of the “Rocky vs. Rocky” campaign, which featured both institutions’ mascots in a fun, friendly rivalry. The campaign gained traction by using a trending audio clip that added humor and energy to the post.‍

Why Trending Audio Can Make or Break a Post

When asked about the impact of trending music, Alexandra emphasized that the chosen sound was critical to the campaign’s success. The unexpected transition between mascots in the video, combined with the trending audio, created a delightful surprise for viewers. She also explained how business accounts can determine whether they have access to certain trending sounds, and shared tips for ensuring that selected audio is copyright-safe.

Tips for Running a Successful Higher Ed Social Media Collab

For those looking to try a similar collaboration, Alexandra recommends starting with strong planning. Factors like ensuring access to a mascot, determining file-sharing methods, and deciding who will post the final content should all be ironed out in advance. She also stressed the importance of authenticity—collaborations should feel natural and align with the institution’s brand voice.

The Risk and Reward of Scheduling Content

Alexandra admitted that she prefers posting content manually rather than scheduling in advance. She’s had experiences where scheduled posts didn’t go live as planned, causing unnecessary stress. Additionally, she highlighted the risk of scheduled posts unintentionally going out during sensitive moments. Despite this, she acknowledges that scheduling tools can be helpful for teams managing a high volume of content.

Guest Name: Alexandra Modafferi, Social Media & Content Strategist, Ramapo College

Guest Social: LinkedIn

Guest Bio: Alexandra is an experienced social media strategist at Ramapo College of New Jersey. She has over a decade of experience navigating the higher education social media landscape. Right out of college she envisioned a creative career in television production and began working with various networks on a number of shows until she realized TV wasn’t for her. After that, she did some video editing and then focused on social media for marketing and public relations companies before landing at Ramapo. Alexandra is often struck by how much her production, filming, and editing skills are needed in “social” today. Alexandra and her student team are dedicated to showcasing the mission of New Jersey's premier public liberal arts college through authentic, engaging content published on the institution’s accounts. Mentoring students to unlock their own strengths and discover what they love is the best part of the job. Outside of work, Alexandra is surviving parenting two toddlers with her loving husband while also trying to find a moment to knit or bake something scrumptious.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/...

In this episode, host Jenny sits down with Jesse Summers, Director of Social Media and Brand at the University of Oregon, to dive into the university’s monumental transition to the Big Ten Athletic Conference. The conversation unfolds at the American Marketing Association Symposium for Higher Education in Las Vegas, where Jenny and Jesse discuss everything from campus campaigns to the power of social media community. Jesse shares unique insights into leveraging athletic milestones for academic storytelling, collaboration strategies, and practical advice for institutions navigating large-scale transitions.

Key Takeaways

• Leveraging Athletic Milestones for Academic Storytelling: Transitioning to the Big Ten became a broader branding opportunity for the University of Oregon, showcasing academics alongside athletics.
• The Power of Collaboration in Higher Ed Social Media: Working with Big Ten social media peers helped strengthen the university's transition and fostered creative content collaborations.
• The Value of Research and Planning: Conducting market research on similar institutional transitions helped guide and refine campaign strategies.
• Resilience in the Face of Change: Effective strategies for addressing audience concerns and pushback during significant institutional shifts.
• Authenticity in Social Media Management: Jesse’s “confession” reveals that even seasoned social media managers are constantly learning and adapting, underscoring the need for flexibility and growth.

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Episode Summary

What does the transition to the Big Ten mean for the University of Oregon?

Jesse explains that the August 2nd shift to the Big Ten wasn’t solely about athletics; it marked entry into the Big Ten Academic Alliance. This dual opportunity allowed the university to emphasize both athletic and academic strengths, turning the spotlight on research and educational initiatives. Jesse shares that his charge as the Director of Social Media was to craft a narrative around this milestone that reached beyond sports to reinforce the University of Oregon's brand.

How did collaboration play a role in the transition?
Joining the Big Ten community opened doors for collaboration with other university social media teams. Jesse recounts an early connection with Ohio State, which led to a fun, co-produced video engaging both student bodies. For Jesse, meeting new people and attending conferences like the Big Ten Marketing and News Plus Conference created opportunities to share best practices, collaborate on content, and support one another across institutions.‍

How did the University of Oregon’s social media team manage the transition campaign?
This campaign spanned multiple channels, from social media to print publications. Using the RACI model, Jesse oversaw the timeline and cross-departmental efforts, ensuring cohesive messaging across digital and print platforms. The campaign featured the fan-centric “UO Connections” game, mimicking the popular New York Times “Connections” puzzle with a University of Oregon twist, reinforcing the bond between athletics and academics.

How did the team handle potential pushback from the community?
Acknowledging that change can often spark mixed reactions, Jesse noted that most of the initial feedback occurred a year before the official transition. Anticipating some negativity, the team crafted a celebratory and positive campaign that kept the focus on the university’s forward momentum. Jesse shares that they generally ignored the few trolls, letting genuine fans and community members drive the narrative.

‍What advice does Jesse have for others facing large institutional changes?
Jesse recommends thorough market research and analyzing similar transitions at other universities to inform campaign strategies. He emphasizes the importance of building solid relationships with partners—internally with departments like athletics and externally with peer institutions. These relationships allow for streamlined communication, foster trust, and support collaborative efforts that can make or break a campaign’s success.‍

What is Jesse’s “confession”?
Jesse’s lighthearted confession reveals a relatable truth: even though he appears polished and in control, he’s continually adapting and learning in the fast-paced world of social media. This candid moment serves as a reminder to all social media managers that no one has it all figured out, but a willingness to learn and grow is crucial.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
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‍In this episode of Confessions of a Higher Ed Social Media Manager, Jenny Li Fowler chats with Josie Ahlquist, a trailblazer in the higher education community. Josie shares her inspiring journey into higher ed, shaped by her family’s roots, her passion for student engagement, and her knack for empowering institutions to foster authentic online communities. The conversation dives deep into the dynamics between student affairs and central communications, exploring ways to bridge gaps, build relationships, and create meaningful student connections.

Key Takeaways

• Relationship-building is key: Building partnerships between central comms and student affairs starts with authentic, non-work-related connections.
• Empower "make-em-up marketers": Many student affairs staff juggle multiple roles; training and shared resources can significantly enhance their effectiveness.
• Understand student development: To communicate effectively, know where students are emotionally, socially, and developmentally.
• Ask students directly: Whether through feedback or collaboration, student voices are a powerful tool for shaping impactful communication strategies.
• Centralize resources without alienating teams: Hybrid models and shared resources can improve collaboration and strategy without overstepping boundaries.

What inspired Josie's passion for higher education?

Josie Ahlquist credits her family’s legacy for inspiring her deep passion for education. Her grandparents, who valued education despite their working-class cowboy roots, instilled in her the idea that knowledge is invaluable. Her first steps on a college campus felt like home, sparking a career in higher education that has never wavered.

What are the unique challenges student affairs faces in creating online communities?

Student affairs teams often operate with limited resources and little formal training in marketing and communications. As Josie puts it, many are "make-em-up marketers," learning on the job and finding creative ways to manage their responsibilities. This DIY approach, while admirable, can lead to inefficiencies and misalignments with broader institutional branding.

Additionally, Josie points out that social media has "grown up," making it more challenging for student affairs to stay strategic without dedicated support. From inconsistent messaging to a lack of positional structures, the divide between student affairs and central comms often hinders collaboration.

How can central comms and student affairs work better together?

Josie emphasizes the importance of relationship-building—starting with something as simple as coffee chats or happy hours to break down silos. Central comms teams should avoid diving in with audits or policies right away. Instead, build trust by getting to know the people behind the accounts and finding ways to support their work without micromanaging.

She also suggests hybrid models that pool resources, ensuring that student affairs teams have access to central comms expertise while maintaining the unique connections they have with students.

Why is understanding student development essential for effective communication?

Josie highlights the importance of understanding student development theory—an often overlooked area in higher ed communications. Knowing where students are emotionally, socially, and developmentally can inform messaging strategies and ensure communications truly resonate.

Student affairs teams, with their direct student contact, can be a treasure trove of insights. Josie suggests collaborating with these teams to collect feedback, co-create campaigns, and feature diverse student voices in marketing efforts.

How can higher ed communicators better connect with students?

Josie encourages institutions to consistently ask students for feedback, even if the answers are raw and unfiltered. She also stresses the importance of crafting messages that are valuable and relevant to students. It’s not about the channel—it’s about the content. If the messaging matters, students will engage, no matter where it’s shared.‍

What steps can central comms take to build bridges with student affairs?

1. Map the structure: Identify who is responsible for communications across various student affairs offices.
2. Start small: Begin with informal meetings or organic conversations before implementing larger initia...

Have you ever tried to make academic topics not just informative but entertaining? In our latest episode, Nick Moran, Director of Audience Development at Johns Hopkins Bloomberg School of Public Health, reveals how a dash of humor can transform even the driest subjects into engaging content. Nick talks about his team’s creative process in their “writing room” and how they turn essential health messages into engaging, share-worthy posts!

Guest Name: Nick Moran, Director of Audience Development at Johns Hopkins Bloomberg School of Public Health

Guest Social: LinkedIn

Guest Bio: Nick Moran leads digital marketing and audience development at the Johns Hopkins Bloomberg School of Public Health. His team manages social media, search, digital advertising for enrollment marketing, and also produces the social media content you see on their Instagram @JohnsHopkinsSPH.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
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!

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.

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