Curating content for higher ed social channels can be a balancing act. How do you pair fun, engaging, and relatable content with important messages students need to pay attention to? Emily Stulz, the Director of Social Media at the University of Arizona, says it’s all about “hiding the veggies” in your content.

Full Episode Details

We uncover the secrets behind what makes the University of Arizona’s social content so impactful. Emily reveals her approach to assessing content effectiveness and why sometimes you need the courage to walk away when something isn’t working. She calls this “Marie Kondo-ing” your social accounts. If your strategy is falling short of “sparking joy,” it’s time to say goodbye.

Emily’s advice for social pros is to be proactive in all things – whether it’s keeping yourself up to date on trends, using data to measure success, or deciding how and when to pivot your strategy.

She offers predictions on the future of social media in higher education, discussing the impact of TikTok and the staying power of Instagram, plus her thoughts on battling against the evolving algorithm and changing audience preferences.

In This Episode:

1:45 - Emily explains her role and approach to social media
2:44 - How her team keeps things consistent for flagship accounts
4:58 - Emily’s approach to platform-specific content
6:18 - How her team “hides the veggies” when covering important topics
8:49 - The trick to making sure your strategy doesn’t get overlooked
11:15 - How the university keeps up with social media and algorithm changes
14:46 - Emily’s predictions for TikTok and what people use it for
18:11 - Emily reveals her favorite campaign
21:35 - How her team encourages faculty and students to get involved with campaigns
23:51 - Why you need to 'Marie Kondo' your social accounts
28:11 - Emily’s tip for aspiring social pros

Resources

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"Hiding the Veggies" in Higher Ed Social