About the Episode
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About the Episode:
Host Jenny sits down with Devin Purgason, a prominent voice in higher ed social media and engagement strategies, and recent winner of the 2024 AMA Higher Ed Emerging Marketer of the Year Award, to explore the nuances of managing social media for community colleges. Purgason shares invaluable insights on how to foster authentic connections with students across generational divides, leveraging leadership visibility, and finding unique ways to make a community college’s social media presence thrive. From creative campaign ideas to authentic engagement strategies, this conversation is packed with tips for anyone looking to elevate their institution’s social media game.
Key Takeaways
- Embrace Authenticity Across All Generations: Authentic content isn’t just appealing to Gen Z; it resonates universally, making it a powerful tool in social media strategy.
- Utilize Leadership to Drive Engagement: Leveraging the presence of a relatable and engaging college president, like Forsyth Tech’s Dr. Janet Spriggs, can boost student and faculty involvement.
- Adopt a Platform-Specific Strategy: Tailor content to fit the unique audiences on each social media platform to maximize reach and engagement.
- Make Students Feel Seen: Simple gestures, such as celebrating student milestones or featuring candid, relatable moments, foster a sense of belonging and pride within the college community.
- Highlight Real Student Stories Over Statistics: Share stories that resonate on a personal level rather than relying solely on polished content or general data.
Episode Summary
How Did Devin Become a Prolific Higher Ed Conference Presenter?
Devin Purgason’s journey to becoming a sought-after conference presenter in higher education began simply—by sharing authentic stories about Forsyth Tech and highlighting the achievements of the institution’s students, faculty, and staff. With a natural enthusiasm for learning and engagement, Devin found himself being booked at events not because he aimed to promote himself but because his storytelling resonated deeply with audiences. His approach of focusing on Forsyth Tech's mission rather than personal accomplishments made him a compelling presence in the field.
What Makes Running Social Media for a Community College Unique?
Unlike four-year institutions, community colleges serve a more diverse demographic, both in age and experience. Devin explained that Forsyth Tech’s students range from 16 to 77 years old, requiring unique strategies for each social platform to ensure the content reaches the right audiences. For instance, while younger students may gravitate toward Instagram, other students might prefer Facebook. Devin emphasized the need for a flexible, multi-channel approach to accommodate the wide-ranging interests and preferences of their students.
How Can a College President’s Social Media Presence Boost Engagement?
Devin shared the significant impact Forsyth Tech’s president, Dr. Janet Spriggs, has on student engagement. Dr. Spriggs, a first-generation college student who grew up on a North Carolina tobacco farm, brings a relatable, authentic presence to her role, resonating especially well with Forsyth Tech’s community. Known for her #SprigSelfie campaign, Dr. Spriggs regularly interacts with students on social media, capturing moments on campus that make students feel seen and valued. This authentic engagement has become a hallmark of Forsyth Tech’s social media strategy, with the #SprigSelfie symbolizing community pride.
Why Is Authenticity So Important in Today’s Social Media Landscape?
While often seen as a Gen Z preference, authenticity appeals to audiences of all ages. According to Devin, authenticity has become a staple of social media content across generations. Authentic posts, whether in the form of unedited photos or simple student highlights, receive higher engagement than overly polished content. Devin noted that Forsyth Tech has found success in showing the college’s real, everyday moments, especially those that involve genuine interactions between faculty, staff, and students.
How Can Social Media Managers Build Community on a Budget?
For social media managers who may not have a charismatic figure like Dr. Spriggs, Devin recommends finding other ways to bring authenticity to the college’s social media. Highlighting student stories, sharing simple thank-you posts, or celebrating small wins are all effective ways to make students feel recognized. Authentic engagement, even in small ways, builds loyalty and encourages students to participate in the social media community.
What Are Key Metrics to Measure Social Media Engagement in Higher Ed?
Devin highlighted the value of non-follower metrics on platforms like Instagram, which reveal how many people outside the college’s follower base see and engage with posts. He explained that #SprigSelfie posts are especially effective for reaching beyond Forsyth Tech’s immediate followers, as students share these images with their networks. Additional metrics like shares and story reposts are key indicators of a campaign’s success, as they show genuine interest and engagement from the student body.
Can Authentic Student Stories Replace Polished Marketing Content?
Absolutely. Devin advocates for a “students-over-statistics” approach, focusing on real stories that reflect the diverse lives of community college students. Whether it’s a casual photo of a student on campus or a simple post highlighting an achievement, real content resonates with audiences more than carefully staged or edited images. For community colleges, this approach helps build a brand that feels accessible, supportive, and student-centered.
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.
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