About the Episode
About the Episode: We’re going to dig-in to the transformation of The Ohio State University’s social media landscape with Associate Director of Social Media Dani Dean. She will uncover the strategic pivot towards a coordinated social media presence and share the trials, triumphs, and tactics of navigating one of the largest university social ecosystems. Tune in for an insider’s perspective on policy-making, community building, and why sometimes, less is more in the world of social media. Dani speaks candidly about embracing change, fostering connections, and the unexpected joys of a well-organized digital space. Don't miss this episode of Enrollify, where we turn the wild, wild west of social media into a blueprint for an integrated presence.
The Genesis of Centralization
Dani began her career in broadcast journalism, a field that nurtured her storytelling skills and prepared her for the dynamic world of social media. Her transition to higher education came as she recognized the potential to apply her digital expertise to the evolving needs of academic institutions. At Ohio State, she started in the Athletics Department before moving to oversee the broader university social media strategy.
The move towards centralization of social media at Ohio State was driven by the need to streamline communications and mitigate risks associated with having numerous uncoordinated accounts. Dani recounted the early days when social media was akin to the "wild, wild west," with various departments and groups operating in silos. The solution? Implementing a robust social media policy and conducting comprehensive audits to assess and organize the digital presence systematically.
Strategy Over Spontaneity
One of the key strategies that Dani emphasized was the importance of thinking strategically about social media use, rather than just being present on a platform for its own sake. This approach led to the development of a social media policy that mandates annual audits for all institutional accounts, ensuring compliance and cohesion in messaging and branding across the university.
These audits were not only about enforcement but also about education and support. Dani and her team provide resources and guidance to help departments maximize their social media impact while adhering to university standards. This has fostered a community of practice among social media managers across the campus, enhancing collaboration and sharing of best practices.
Community and Continuous Improvement
The establishment of a social media community of practice is a testament to the shift from isolation to inclusion. This group serves as a forum for sharing successes, discussing challenges, and staying updated on industry trends. Dani's leadership in this area has not only improved internal communications but has also empowered individuals by making them part of a larger, supportive network.
Under Dani's stewardship, the social media audit process has evolved to become more efficient and focused on the most critical aspects of social management. This continuous improvement reflects a deep understanding of the needs of the university and the dynamic nature of social media.
Key Takeaways:
- Strategic Centralization: Effective management of social media at large institutions requires a centralized approach to ensure consistency and mitigate risks.
- Policy and Compliance: Establishing clear policies and regular audits helps maintain control over the brand’s online presence and fosters accountability.
- Community Engagement: Building a community of practice among social media managers encourages knowledge-sharing and collaborative problem-solving.
- Continuous Improvement: Regularly revising strategies and processes in response to changing technologies and campus needs is crucial for staying relevant and effective.
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.
Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi
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.
Connect with Us at the Engage Summit:
Exciting news — Jenny will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $200.
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