Fear, Tribalism, and Chaos; Reflections on Higher Ed Social Media 2023-2024

About the Episode:

Jenny talks with Matt Griffin from the University of Pennsylvania and Melissa Lesica from Harvard University about the tumultuous and challenging landscape of higher education social media over the past academic year. They explore the impact of significant global events, bot attacks, and the increasing vitriol directed at higher ed institutions. They also delve into how their teams managed these crises and the lessons learned to prepare for future challenges.

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Key Takeaways

• Sustained Chaos: Social media in higher ed faced unprecedented challenges, with prolonged crises stemming from political and social tensions.
• Community Management Tools Are Vital: Leveraging filters, blocking, and other platform features can help mitigate the impact of bot attacks and manage abusive comments.
• Collaboration Matters: The Ivy Plus network and higher ed community provided critical support for navigating tough moments.
• Self-Care and Empathy: Protecting social media managers from burnout and offering emotional support are essential during periods of intense negativity.
• Anticipate and Prepare: Election years and ongoing global crises will likely amplify tensions, making proactive strategies crucial.

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Episode Summary

A Year Like No Other

The 2023-2024 academic year proved especially challenging for higher ed social media managers. From the onset of the Hamas attack on October 7, 2023, to congressional hearings implicating university leaders, institutions found themselves at the center of heightened scrutiny and attacks. These events unleashed a wave of sustained criticism on social media, further exacerbated by botnet activity and tribalism.

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Managing Bot Attacks and Vitriol

Matt Griffin shared insights into how the University of Pennsylvania handled bot attacks, including implementing keyword filters and blocking offensive emojis to maintain a respectful community. Both guests emphasized that filtering harmful content is not censorship but a necessary step in community management to create a safer and more productive digital space.

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Navigating Nuance in a Polarized Space

Melissa Lessica highlighted the difficulty of addressing complex, emotionally charged topics in social media’s inherently reductive environment. Both she and Matt stressed the importance of maintaining transparency and fostering dialogue while protecting vulnerable members of the campus community.

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The Power of Collaboration

The episode also spotlighted the role of peer networks like Ivy Plus in offering support and actionable insights. Regular communication between institutions helped participants feel less isolated and better equipped to tackle shared challenges.

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Looking Forward

As the higher ed social media landscape braces for an election year, the team discussed the importance of applying lessons learned. These include crafting thoughtful content strategies, supporting team members, and managing community expectations during times of crisis.

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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.