Live from AMA: Elevating Social Media to a Strategic Leadership Tool

11/15/24 • 13 min

In this episode of the Hidden Gem Podcast, host Maya Demishkevich interviews Jenny Li Fowler, MIT’s Director of Social Media and host of Confessions of a Higher Ed Social Media Manager. They explore the evolving role of social media in higher education, addressing common misconceptions and practical strategies for transforming social platforms into powerful tools for engagement, intelligence, and institutional change.

Key Takeaways

Social media is no longer child’s play—it’s a critical strategic tool with a $250 billion impact, requiring dedicated expertise.
Higher education institutions aren’t just competing with peers—they’re vying for attention against global brands like Taylor Swift and Nike.
Platforms like Instagram and TikTok double as search engines for prospective students, emphasizing the need for a strong presence.
Engagement metrics and community-building efforts elevate institutional visibility and trust, which can drive enrollments and fundraising.
Social media managers should be seen as intelligence agents, gathering real-time insights that influence leadership decisions.

What does it mean that “social media has grown up”?
Jenny Li Fowler highlights the maturity of social media as an industry, with billions of daily users and a massive economic footprint. However, outdated perceptions—such as treating social media as a task for interns—persist, undervaluing its strategic importance in higher education.

What are some common misconceptions about social media in higher ed?
Institutions often believe they’re only competing with peer organizations, but Jenny emphasizes the broader content landscape. Higher ed content must rival engaging campaigns from global brands. She urges institutions to move beyond thinking about “what works for higher ed” to focus on creating universally compelling content.

Why is a strong social media presence critical for colleges?
Prospective students increasingly use social platforms as search engines, making a robust presence essential. Without it, institutions risk losing control over their narrative and visibility. Social platforms also offer opportunities for relationship-building, turning followers into lifelong supporters.

How can institutions measure success on social media?
Jenny underscores engagement as the key metric, which requires high-quality, relatable content. Even small actions, like engaging with user-generated posts, can significantly boost visibility and connection.

How can institutions transition social media into a leadership tool?
Social media managers can act as institutional intelligence agents, providing real-time insights during critical moments, such as protests or emergencies. By involving social media managers in strategic discussions, leadership can make data-driven decisions that align with audience sentiment and expectations.

What’s the first step in elevating social media strategy?
Jenny suggests starting with a mindset shift—recognizing the strategic value of social media and educating leadership on its potential. When institutions fully embrace social as a leadership tool, they unlock powerful opportunities for community building, enrollment growth, and crisis management.

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

Key Takeaways

Social media is no longer child’s play—it’s a critical strategic tool with a $250 billion impact, requiring dedicated expertise.
Higher education institutions aren’t just competing with peers—they’re vying for attention against global brands like Taylor Swift and Nike.
Platforms like Instagram and TikTok double as search engines for prospective students, emphasizing the need for a strong presence.
Engagement metrics and community-building efforts elevate institutional visibility and trust, which can drive enrollments and fundraising.
Social media managers should be seen as intelligence agents, gathering real-time insights that influence leadership decisions.

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

Previous Episode

Live at AMA: Streamlining College Onboarding with AI

In this episode of The Hidden Gem Podcast, host Maya Demishkevich speaks with Brian Messer from Archer Education, live from the AMA conference in Las Vegas. They dive into the transformative role AI can play in improving the onboarding experience in community colleges, focusing on challenges like clarity in degree pathways, ease of enrollment, and completion timelines. Brian highlights how AI-driven tools can streamline processes, provide essential guidance, and create a more supportive onboarding experience, particularly for adult and first-generation students.

Key Takeaways

Community colleges face challenges in guiding students through clear paths to graduation, smooth enrollment processes, and reasonable degree completion times.
AI can support onboarding by simulating an advisory session, helping prospective students navigate essential decisions before applying.
Tools like AI chatbots and pre-application experiences, used by institutions like Kansas City Kansas Community College, can provide critical support and boost applicant confidence.
AI-driven onboarding frameworks that incorporate inspiration, guidance, and campus connection can enhance prospective students' journey, making them more likely to apply.
Enhanced AI integration in admissions can free up advisors to have deeper, more impactful conversations with students.

Episode Summary

What are the main challenges in community college onboarding?

Community colleges often struggle with three main challenges in their onboarding process, especially for adult and first-generation students. First is the lack of a clear path to graduation—students often don’t understand what steps they need to take to achieve their degree. Second, the ease of enrollment is hindered by complex application processes, deterring students before they even apply. Lastly, degree completion timelines often lack flexibility, making it hard for students to plan their journey from enrollment to graduation within a reasonable timeframe. These obstacles can be intimidating and are a leading cause of prospective students abandoning their applications.

How can AI help address these challenges?

AI offers a promising solution to these challenges by enabling a more guided, conversational onboarding experience for prospective students. Brian describes the potential for AI to simulate a "professional college advisory session" that provides key information—like the differences between degree programs, expected timelines, and financial aid options—before students apply. This AI-driven session would act like a virtual advisor, answering commonly asked questions, offering reassurance, and providing insights that typically require in-person meetings. AI could also empower enrollment teams to focus on meaningful conversations, enhancing the quality of their support for students who need deeper guidance.

Are there any current examples of AI helping in the community college admissions process?

Yes, several community colleges have already started using AI to streamline their onboarding process. Athens Technical College and other schools use AI-powered chatbots that answer frequent inquiries, helping students navigate early stages. However, chatbots alone require students to know what questions to ask, which can be a barrier. Kansas City Kansas Community College and San Diego City College have implemented more interactive pre-application experiences, providing personalized, step-by-step guidance. These experiences engage students with questions and videos, building their confidence and helping them feel more connected to the college before applying.

What does an AI-driven onboarding experience look like?

The AI-driven onboarding experience, modeled on frameworks like the Community College Research Center’s onboarding recommendations, provides a structured journey. It begins with questions that help personalize the experience, continues with motivational videos to inspire and connect students, and includes a planning phase. Each element is designed to make students feel informed, supported, and confident in their decision to pursue education at the institution. As Brian explains, this pre-application experience is accessible through links on marketing ads and community college websites, creating an inviting pathway into the college environment.

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

Next Episode

Ep. 21: Top 10 Truths About Higher Ed Marketing That Drive Success

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Ryan Morabito, a higher education marketing expert known for his popular LinkedIn insights. Together, they discuss the Top 10 Truths About Higher Ed Marketing, touching on everything from building trust with stakeholders to creating effective brand narratives that resonate with students, donors, and faculty. This episode is packed with valuable insights for both marketing professionals and campus leaders looking to better understand and leverage marketing strategies in higher education.

Key Takeaways:

Learn why it’s crucial to understand and continually re-assess your audience in higher ed marketing—whether students, donors, or other stakeholders.
Hear about the importance of a consistent, clear brand positioning that remains stable, even as leadership changes over time.
Discover why telling authentic student-centered stories is more powerful than traditional marketing messages, and how influencers play a role in building trust.
Find out how speed and agility in marketing execution can set institutions apart in a competitive landscape.
Understand how data-informed decisions and regular pulse checks can ensure marketing efforts align with student needs and community perceptions.
Learn how to foster collaboration across campus silos and get buy-in from leadership to create stronger, more unified marketing efforts.

This episode offers actionable advice and thought-provoking insights to help institutions improve their marketing strategy and engagement efforts.

Guest Name: Ryan Morabito, Senior Advisor, 5 Degrees Branding

Guest Bio: Ryan is a brand marketing expert with over two decades of higher education experience.
He's partnered with NYU, Marquette University, Baylor University, Old Dominion University, and 125 other public, private, and community colleges and universities in the development and implementation of branding and marketing initiatives.
Ryan is an intentional and creative thinker, and a proven leader at delivering high quality market research initiatives, optimizing brand awareness, and developing strategic models that focus operational efforts and drive results.

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/