No Gimmicks, Just Connection: Social Media That Actually Works

Marketing Teams in Higher Ed and Beyond: It's Time to Rethink Our Social Strategy.

Years of leading social media strategy in higher ed and beyond have shown me that success isn't about flashy trends. It's about content that truly connects with your audience.

If your college, university, or organization is still leaning heavily on expensive ads and outdated tactics, it might be time to rethink your social media strategy. A more focused and cost-effective approach can create deeper connections with today’s audiences, especially younger ones, and deliver better results.

Here’s what I have found to be working in higher ed and beyond:

• Prioritize Your Target Audience

Shift your strategy to engage your primary audience, whether that is prospective students, customers, or clients, while continuing to serve your existing community.

• Lead with Storytelling

Real stories resonate. Share testimonials, success stories, and authentic “day in the life” content to build trust and emotional connection.

• Be Visual and Video-First

Short-form, high-quality videos should be central to your plan. Platforms like Instagram Reels and TikTok are key to capturing attention and driving engagement among younger demographics.

• Engage, Don’t Just Post

Use interactive content such as behind-the-scenes footage, student or staff takeovers, live Q&As, or virtual tours to spark two-way conversations.

• Leverage Internal Talent

Reduce costs by empowering your team, ambassadors, or internal creators. Authentic, low-cost content often outperforms high-budget campaigns.

• Focus on Retention, Not Just Reach

Social media can build stronger communities. Promote events, highlight people, and celebrate shared values to deepen loyalty and improve retention.

Success in higher education and across industries is not about spending more. It is about connecting more effectively.

Let’s stay focused on authentic storytelling that inspires connection and delivers meaningful results.