Live at AMA: UO Turns Conference Transition into Campus-Wide Momentum

11/15/24 • 17 min

Confessions of a Higher Ed Social Media Manager

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:
Confe...

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.

‍

Episode Summary

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

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

About The Enrollify Podcast Network:
Confe...

Previous Episode

Ep. 27: MIT’s Media Library

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...

Next Episode

Ep. 28: Forsyth Tech's Social Media Secret? Making Students Feel Seen

Host Jenny sits down with Devin Purgason, a prominent voice in higher ed social media and engagement strategies, and recent winner of the AMA Higher Ed Marketer of the Year Award, to explore the nuances of managing social media for community colleges. Purgason shares invaluable insights on how to foster authentic connections with students across generational divides, leveraging leadership visibility, and finding unique ways to make a community college’s social media presence thrive. From creative campaign ideas to authentic engagement strategies, this conversation is packed with tips for anyone looking to elevate their institution’s social media game.

Key Takeaways

Embrace Authenticity Across All Generations: Authentic content isn’t just appealing to Gen Z; it resonates universally, making it a powerful tool in social media strategy.
Utilize Leadership to Drive Engagement: Leveraging the presence of a relatable and engaging college president, like Forsyth Tech’s Dr. Janet Spriggs, can boost student and faculty involvement.
Adopt a Platform-Specific Strategy: Tailor content to fit the unique audiences on each social media platform to maximize reach and engagement.
Make Students Feel Seen: Simple gestures, such as celebrating student milestones or featuring candid, relatable moments, foster a sense of belonging and pride within the college community.
Highlight Real Student Stories Over Statistics: Share stories that resonate on a personal level rather than relying solely on polished content or general data.

How Did Devin Become a Prolific Higher Ed Conference Presenter?

Devin Purgason’s journey to becoming a sought-after conference presenter in higher education began simply—by sharing authentic stories about Forsyth Tech and highlighting the achievements of the institution’s students, faculty, and staff. With a natural enthusiasm for learning and engagement, Devin found himself being booked at events not because he aimed to promote himself but because his storytelling resonated deeply with audiences. His approach of focusing on Forsyth Tech's mission rather than personal accomplishments made him a compelling presence in the field.

What Makes Running Social Media for a Community College Unique?

Unlike four-year institutions, community colleges serve a more diverse demographic, both in age and experience. Devin explained that Forsyth Tech’s students range from 16 to 77 years old, requiring unique strategies for each social platform to ensure the content reaches the right audiences. For instance, while younger students may gravitate toward Instagram, other students might prefer Facebook. Devin emphasized the need for a flexible, multi-channel approach to accommodate the wide-ranging interests and preferences of their students.

How Can a College President’s Social Media Presence Boost Engagement?

Devin shared the significant impact Forsyth Tech’s president, Dr. Janet Spriggs, has on student engagement. Dr. Spriggs, a first-generation college student who grew up on a North Carolina tobacco farm, brings a relatable, authentic presence to her role, resonating especially well with Forsyth Tech’s community. Known for her #SprigSelfie campaign, Dr. Spriggs regularly interacts with students on social media, capturing moments on campus that make students feel seen and valued. This authentic engagement has become a hallmark of Forsyth Tech’s social media strategy, with the #SprigSelfie symbolizing community pride.

Why Is Authenticity So Important in Today’s Social Media Landscape?

While often seen as a Gen Z preference, authenticity appeals to audiences of all ages. According to Devin, authenticity has become a staple of social media content across generations. Authentic posts, whether in the form of unedited photos or simple student highlights, receive higher engagement than overly polished content. Devin noted that Forsyth Tech has found success in showing the college’s real, everyday moments, especially those that involve genuine interactions between faculty, staff, and students.

How Can Social Media Managers Build Community on a Budget?

For social media managers who may not have a charismatic figure like Dr. Spriggs, Devin recommends finding other ways to bring authenticity to the college’s social media. Highlighting student stories, sharing simple thank-you posts, or celebrating small wins are all effective ways to make students feel recognized. Authentic engagement, even in small ways, builds loyalty and encourages students to participate in the social media community.

What Are Key Metrics to Measure Social Media Engagement in Higher Ed?

Devin highlighted the value of non-follower metrics on platforms like Instagram, which reveal how many people outside the college’s follower base see and engage with posts. He explained that #SprigSelfie posts are especially effective for...