Managing an Executive Channel

About the Episode: Teddi Tostanoski talks about the unique challenges and rewards of managing executive social media channels, and how she collaborates with CSU President Amy Parsons to create an authentic and impactful online presence. You will gain insights into the differences between managing institutional and executive accounts and the role social media can play in higher ed administration and communicating with students. Whether you're a social media manager or a higher ed professional, this episode is packed with valuable takeaways on building and maintaining a dynamic social media presence for a higher ed executive.

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Key Takeaways

• Differences Between Flagship and Executive Channels: Managing a president’s social media is about creating a personal and humanized voice while still aligning with institutional goals.
• Building from Scratch: Launching and growing new channels requires patience, trial and error, and a deep understanding of the leader’s voice and institutional culture.
• Collaboration is Key: Executive social media strategies work best when the leader is actively involved and values social media’s strategic potential.
• Humanizing Leadership: Executive social media can make leaders more accessible, foster stronger connections with students, and reinforce trust within the community.
• The Seat at the Table: Social media professionals need to advocate for involvement in top-level strategy discussions to ensure alignment and maximize impact.

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Episode Summary

Teddi’s Path to Higher Ed Social Media

Teddi began her career in digital marketing and consumer electronics before transitioning to social media roles in higher education. Her experience at UC Berkeley and UC Davis gave her a robust foundation in managing diverse accounts, ranging from student affairs to undergraduate admissions. This prepared her for her current role managing executive-level social media for CSU’s President Amy Parsons.

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Managing Executive Social Media Channels

Teddi explained that while managing executive channels shares many similarities with flagship accounts—such as strategy development, content calendars, and analytics—the differences lie in proximity to stakeholders and the nature of the content. Executive channels are inherently more personal, featuring selfies, informal group photos, and unpolished videos that highlight authenticity.

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Building Channels from the Ground Up

When President Parsons assumed her role, she brought a fresh approach to leadership communication, emphasizing accessibility and engagement. Teddi faced the challenge of building a strategy from scratch, learning CSU’s culture, and finding alignment with the president’s goals. Through listening, collaboration, and trial and error, she shaped a distinct voice for the president’s channels, which now play a vital role in connecting with students and the broader CSU community.

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The Role of Executive Social Media in Campus Life

President Parsons’ active involvement and forward-thinking mindset have made her social channels a central hub for campus engagement. By sharing key events, amplifying student achievements, and showcasing personal moments, her channels foster a sense of community and accessibility. Teddi emphasized that the channels also serve as an avenue for students to feel seen and heard by their university’s leadership.

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Lessons for Higher Ed Social Media Managers

Teddi highlighted the importance of social media professionals having a seat at the strategic table. By involving social media in high-level discussions, institutions can better integrate these channels into their broader goals. For executive accounts, collaboration between the strategist and the leader is essential to ensure authenticity and alignment.

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‍About the Show: Confessions of a Higher Ed Social Media Manager covers the do's, don'ts, and dynamics of the complex and challenging social media ecosystem. We analyze the successes and failures of those in the higher education social space — what went right, what went wrong, and what are the lessons learned. We’ll share actionable steps so you can push past the pitfalls others have faced. No matter if you're on a team of 20 or a team of one, we've got you covered. Confessions of a Higher Ed Social Media Manager is hosted by Jenny Li Fowler and is a proud member of the Enrollify Podcast Network.

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Connect With Our Host:

Jenny Li Fowler

https://www.linkedin.com/in/jennylifowler/

https://twitter.com/TheJennyLi

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About The Enrollify Podcast Network:

Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!  

Some of our favorites include Higher Ed Pulse and Confessions of a Higher Ed CMO.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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