Social media platforms are constantly evolving and therefore it’s crucial to learn as much as we can so that we can provide as much value to our students as possible. Because at the end of the day, using social media to provide value is what it’s all about.
After having managed many social media accounts over the years and specifically for higher education clients, I’ve learned a few things or two. Most importantly, I’ve learned that when it comes to social media, you’re never done learning. And that’s what I love about it! It is the quintessential ‘learn as you go’ platform, so hopefully, whatever stage you are in at the moment, my top seven tips will help you enhance your social media knowledge.
1. Focus on what makes your college unique
We might sometimes fall into the thinking that we are one of many. Nothing special. However, each college is made up of unique students and they each have their own unique story. Your institution is unique too– whether it’s your location, students, programs, faculty, or mission- find your uniqueness. That’s part of your story.
2. Embrace trends
Let’s face it, social media is nothing less than flash in the pan content. So whether it be trending audio or another hot trend, think about how you can creatively weave that trend into your institution’s social media. The main thing is to not overthink it. Social media is supposed to be fun. Everything doesn’t have to have a ‘message’. Producing content that’s entertaining or makes people laugh is enough!
3. Develop useful content and don’t get hung up on perfection
Use social media as your highlight reel, a place to show off the best of your institution. Show your campus, buildings, study spaces, cafes, and ‘best spots’ so that your audience can see the best you have to offer. Showing up in your student’s feed is even more important these days as people look for ways to stay connected and find services. For example, if your campus is open, students will find it helpful that there’s a quiet place to study, reliable wifi, a place to have lunch, or a place to meet up with other students or faculty. Use social as a way to communicate these things and to stay connected to current and potential students. Even if your posts are less than perfect, they are there to help your students–value usefulness over perfection.
4. Highlight real people and your classes whenever you can
If you know of a loved professor or class, make a reel, TikTok or other content. Feature your actual students. They love seeing themselves and they’ll want to share it-and that’s good for your accounts.
5. Behind the scenes
Show processes or a behind the scenes look at what is happening at your college. As mundane as it sounds, some students will find it extremely helpful to see where the registration office is or how to sign up for something. Make it short and sweet and you’re more than halfway there. This is another opportunity to show the smiling faces of your students and staff who are eager to help.
6. Day in the life
A recent study by TargetX found that 58% of aspiring students use social media to research schools. With that in mind, it’s important for a prospective student to see what it would be like to go to your school reflected in your posts. For example, feature a current student in a ‘day in the life’ scenario. This will give aspiring students a ‘peek inside’ and they can then begin to see themselves as a student at your institution.
7. It’s about connection
Reminder: social media is supposed to be fun! Yes, you can also learn, communicate, raise awareness, etc. but if your content is just a bunch of dates and announcements, students won’t interact and connect with your brand. So make it fun when you can.
Knowledge-sharing in social media is key to evolving your message and your platform, so be sure to sign up for our bi-monthly Newsletter for higher-ed marketers.
