About the Episode
About the Episode:
Ever feel overwhelmed by the growing list of tasks for managing social media channels? Jenny sits down with Maya Wesby of the Harvard Graduate School of Education, to discuss time management, the strategic use of platforms, and harnessing user-generated content (UGC). Maya also has a refreshing take that helps reduce audience fatigue and increase engagement. This episode is a must listen if you’re looking to streamline your work routine.
From Journalism to Higher Ed: Maya's Journey into Social Media Strategy
Maya’s career story is a great example of how sometimes, a blend of hard work and serendipity shapes the trajectory of our professional lives. Originally, Maya set her sights on journalism after completing her history degree at Princeton. However, her interests quickly pivoted toward public relations and eventually social media strategy, where she saw an opportunity to combine storytelling with real-time audience engagement. Her role at Edelman, a global PR firm, exposed her to a wide array of industries—from consumer tech to food and beverage—and gave her a solid foundation in digital strategy.
Like many, Maya's career took a turn during the pandemic when she relocated to Boston and found her current position at the Harvard Graduate School of Education. Now, she oversees everything from content strategy to analytics for the school's social media channels, while also enjoying a hybrid work setup. The importance of being on campus, even if just part-time, allows her to keep a pulse on the energy and happenings at the school, which in turn, helps shape the content she creates.
Time Management for the Solo Social Media Manager
One of the most relatable struggles for any social media manager—especially those on small teams or working solo—is managing time effectively. Maya shared some practical strategies that have helped her avoid burnout while staying productive. One approach she’s embraced is thematic time management. By dedicating specific days to certain tasks, like content creation or analytics, Maya is able to better focus her energy and streamline her workflow. While she acknowledges that emergencies or high-priority tasks can occasionally disrupt this plan, segmenting her week allows her to feel more accomplished and stay energized.
Another insight Maya shared was her approach to selective posting across platforms, which may come as a shock to social media managers who feel the pressure to be active on every channel every day. Rather than spreading content thin across all platforms, Maya uses a “math equation” method—evaluating which platform, audience, and message are the best fit for a given piece of content. By being intentional and platform-specific, she avoids audience fatigue and maximizes engagement.
The Power of Not Posting Everywhere, Every Day
Perhaps the most liberating takeaway from the conversation was Maya’s insistence that you don’t need to post on every platform, every day. Instead, she recommends identifying which platforms perform best and focusing on those. For Maya, LinkedIn and Instagram are her key players, and rather than attempting to push content to every corner of the digital universe, she tailors her strategy to what works best on each platform.
This targeted approach doesn’t just save time—it drives better results. By avoiding over-posting, Maya has seen higher engagement rates, as her audience isn’t bombarded with repetitive content. This strategy also enables her to dive deeper into analytics and make data-driven decisions about where to invest her time and creative energy. And yes, Maya has faced questions about her choice not to post everywhere, but the results speak for themselves.
Leveraging User-Generated Content (UGC) for Authentic Engagement
When it comes to building community and creating authentic content, Maya is a huge proponent of user-generated content (UGC). She defines UGC as any materials—photos, videos, or even text—created by your audience that can be shared on your own channels. This type of content is a goldmine for higher ed institutions, where students are already sharing their day-to-day experiences on social media. For Maya, UGC not only lightens the workload, but it also strengthens the connection between the institution and its community.
Authenticity is a huge part of what makes UGC so successful. By showcasing real student experiences, Maya ensures that her content resonates more deeply with her audience, especially prospective and current students. The key, however, is to always give credit where it's due and ensure that any content shared aligns with the institution’s guidelines and brand image.
Final Thoughts: Experimentation and Delegation as Keys to Success
Maya is constantly experimenting with new time management methods and finding ways to delegate tasks. For example, she’s begun using time-blocking techniques, setting specific periods of the day to focus on particular tasks. Additionally, she highlighted the importance of interns and collaboration across her team to ease the workload. By sharing responsibilities, Maya has been able to maximize her team’s output without sacrificing quality or burning out.
In closing, Maya's confession was one that many of us can relate to—her decision to install an app blocker to help limit personal social media usage during downtime. As she works to find that balance between personal and professional life, Maya is a great example of how even social media managers need to step back from time to time to recharge and reset.
Key Takeaways:
- Focus your social media efforts by identifying which platforms yield the best results, rather than spreading yourself thin across every channel.
- Time management is key. Segmenting your week into thematic tasks can help you stay productive without feeling overwhelmed.
- User-generated content (UGC) is a valuable tool in higher ed social media, providing authentic content while lightening your workload.
- Don’t be afraid to delegate! Whether through interns or team collaboration, sharing the workload can help prevent burnout.
- Experiment with new strategies, like time-blocking, to boost efficiency and work smarter, not harder.
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:
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 produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders, innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.
Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.
Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.
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