Ep. 34: Rocky vs. Rocky: A Winning Collaboration

02/20/25 • 28 min

Confessions of a Higher Ed Social Media Manager

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.

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/...

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

Why Trending Audio Can Make or Break a Post

Tips for Running a Successful Higher Ed Social Media Collab

The Risk and Reward of Scheduling Content

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

Guest Social: LinkedIn

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

Previous Episode

Ep. 33: Turning Social Media into Your Top Recruitment Tool

Host Jenny sits down with Mikki Collins, a former higher ed social media manager at the University of Chichester, who shares her transformative journey in leveraging social media as a key recruitment tool. From developing student influencer programs to driving engagement on platforms like TikTok and Instagram, Mikki provides actionable insights into creating authentic connections and making the most of limited resources. Listen in as they discuss how higher ed social media professionals can shift their mindset from communications to strategic marketing.

Key Takeaways

Student Influencers are Gold: Current students and graduates are often the most effective voices for reaching prospective students.
Adapt to Platform Dynamics: TikTok has evolved from a discovery platform to a search engine—use it strategically at different stages of the recruitment funnel.
Targeted Content Wins: Tailor content to different stages of the recruitment funnel, from generating awareness to nurturing conversions.
Leverage Social Listening: Search university nicknames and hashtags to uncover organic student-created content and trends.
Metrics with Intent: Align success metrics (e.g., reach, engagement) with the goals for each recruitment funnel stage.
Sustainable Social Media Practices: To avoid burnout, delete work-related social media apps during breaks and maintain healthy work-life boundaries.

How Mikki Got Started in Higher Ed Social Media
Mikki Collins began her career in higher education through a unique route, starting as a Student Union officer and later transitioning to a digital content role. She quickly gravitated toward social media as a tool to engage students, working with limited resources to grow the University of Chichester’s online presence. Mikki’s small team transformed from social media novices into UK leaders in higher ed social media by experimenting with tactics that resonated with their target audiences.

Using Students as Influencers
Mikki was an early adopter of the "students as influencers" concept. Realizing that prospective students wanted to hear from their peers, she used Instagram’s Q&A feature and hashtags to discover students who were already creating authentic, high-engagement content about the university. This strategy uncovered micro and macro influencers—like one student with 300,000 followers—who were eager to collaborate. By partnering with these students, Mikki’s team amplified the university’s reach and authenticity, fostering trust among prospective students.

TikTok as a Recruitment Tool
TikTok played a pivotal role in Mikki’s strategy. Starting the university’s account in 2019, her team grew it from an underutilized platform to the most-followed account within a year. By creating playful, tongue-in-cheek content, they broke through the noise and raised awareness of the university—even in its local community.

Mikki shared how TikTok evolved from a discovery platform to a search engine. Early in the recruitment cycle, her team worked with student influencers who had large followings to generate awareness. As TikTok shifted to a search-first platform, they partnered with students who had smaller audiences to create content that addressed specific prospective student concerns, such as accommodations and campus life.

Building a Social Media Funnel
One of the episode’s standout moments was Mikki’s explanation of the recruitment funnel and how social media fits into it. She described creating content tailored to each stage:

Awareness Stage: Share general information about the university, location, and events to attract prospective students. Success metrics here include reach and impressions.
Conversion Stage: Focus on personalized content, such as Q&A sessions and campus tours, to address specific concerns and keep prospective students engaged. Metrics for this stage include comments, direct messages, and content shares.

Mikki also emphasized the importance of social listening—using hashtags and search terms like university nicknames—to understand what content students are already creating and searching for. By consistently revisiting these insights each year, institutions can adapt their strategies to evolving student needs.

Sustaining Work-Life Balance as a Social Media Manager
Mikki ended the conversation with an important confession: she deleted LinkedIn from her phone over the holidays and hasn’t reinstalled it since. As a social media professional, she understands the risks of burnout and advocates for intentional breaks from work-related platforms. Her advice: don’t be afraid to temporarily delete social apps or establish boundaries to maintain a healthy balance.

Guest Name: Mikki Collins, Content and Experience Design...

Next Episode

Ep. 35: Showcasing Authenticity with a People-First Social Strategy

Jenny sits down with Michelle Mc Mahon, Digital Marketing and Content Officer at the University of Limerick (UL), to discuss how her team has mastered authentic social media storytelling. Michelle shares her journey from PR to higher ed marketing, the strategy behind UL’s student-driven content, and how her team collaborates across departments to create compelling campaigns. If you’re looking for fresh strategies to elevate your university’s social media presence, this episode is packed with insights.‍

Key Takeaways

Authenticity is about people-first storytelling. Instead of pushing institutional messaging, UL prioritizes real stories from students.
Social media content should be channel-specific. What works on TikTok won’t necessarily perform on LinkedIn or Instagram.
Students are the best brand ambassadors. They bring credibility, relatability, and an authentic voice that resonates with prospective students.
Recruitment is only half the battle—retention matters too. A well-structured, engaging student content creator program keeps students involved and invested.
Collaboration between departments strengthens marketing efforts. Working with research and athletics teams helps UL showcase its strengths in a meaningful way.
Fun should not be overlooked in university marketing. Content that entertains is more likely to engage and build affinity with the audience.

G‍uest Name: Michelle McMahon, Digital Marketing and Content Officer, University of Limerick

Guest Social: LinkedIn

Guest Bio: Michelle Mc Mahon joined University of Limerick as Digital Marketing Officer in 2021 – moving home to the west of Ireland after ten years in Dublin. Her prior roles include Head of Social & Innovation at FleishmanHillard Ireland, and founding editor of digital publication Her.ie; where she managed a team that grew an audience from 0 to one million unique monthly visitors in two years. Prior to this, Michelle presented and produced a daily mid-morning radio show on BAUER media’s SPIN South West. As part of her role in the small but mighty Central Marketing Unit at UL, Michelle works on impactful, storytelling-led campaigns, and shapes the strategic approach to key channels including Instagram and TikTok. Michelle also manages the award-winning student social media officer programme at University of Limerick, bringing authentic student-led content to the university’s social channels.

How Michelle Mc Mahon Transitioned from PR to Higher Ed Marketing

Michelle’s journey into higher education marketing began when she left the fast-paced world of PR in Dublin to move back home to western Ireland. She had always been intrigued by the idea of working in higher ed, and when a digital marketing role at UL opened up, she jumped at the chance. For her, the appeal was clear—education is something truly meaningful to promote. Unlike PR, where she sometimes had to market things she wasn’t passionate about, higher ed offered a mission she could fully get behind.

At UL, Michelle found herself part of a small but dynamic central marketing team. She quickly realized that while working in university marketing may not be as romantic as she once imagined, it is both challenging and rewarding. With a strong passion for storytelling and an interest in student engagement, she has helped shape a social media strategy that prioritizes real voices and human connection.
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What Does Authenticity in Higher Ed Social Media Actually Look Like?

"Authenticity" has been a buzzword in higher ed marketing for years, but what does it actually mean? For Michelle and her team, authenticity is about putting people first. Instead of flooding feeds with institutional messaging, they focus on individual stories that resonate with their audience.

One of the key questions they ask before creating content is, "Who cares?" They’ve found that people care about people—not about lists of faculty credentials or course attributes. Real student experiences always perform better than polished marketing copy. That’s why Michelle emphasizes the importance of listening to students and allowing them to tell their stories in their own voice.

Additionally, she acknowledges that as marketers, it’s easy to assume we know what students want based on our own college experiences. But times have changed. The way students communicate is different, their needs are different, and their expectations of digital content are different. The key to staying relevant is simple: Listen first. Create second.
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Why Content Should Be Tailored to Each Platform

Michelle is a firm believer that content should be channel-specific. With so many platforms to manage and limited resources, the temptation is often to...