About the Episode
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About the Episode:
In this episode of Confessions of a Higher Ed Social Media Manager, host Jenny Li Fowler sits down with Soup Campbell, Head of Community Experience at ZeeMee and a former dean of admissions, to explore what it’s like navigating the college admissions process from the other side — as a parent. With decades of experience in enrollment management and ed tech, Soup shares what surprised him most about supporting his son through the admissions journey, how social media fits into the modern college search, and what higher ed marketers can do better.
Key Takeaways
- Students and parents experience the admissions process very differently — don’t underestimate the parent's role in reading print materials.
- Social media platforms are powerful but not a one-size-fits-all solution; authenticity matters more than brand saturation.
- The college search process is overwhelming for students, especially first-gen and underrepresented groups — simplicity and clarity are key.
- Students seek real peer perspectives, often turning to Reddit or platforms like ZeeMee for unfiltered information.
- CRM systems help institutions, but their communication output can unintentionally add stress for students.
- Admissions offices should rethink who receives which materials and how content is designed for both audiences.
- Shared, peer-led spaces help students process the highs and lows of college decisions more constructively.
From the Admissions Office to the Kitchen Table: Soup's Shift in Perspective
Soup Campbell didn’t set out to work in higher education — like many in the field, he “stumbled into it” after teaching high school. His career path took him through multiple institutions, from Indiana State to DePauw and Rose-Hulman, ultimately leading to a leadership role in enrollment management and his current position at ZeeMee. But it was becoming a parent of a college-bound student that truly flipped the script for him.
Navigating the process with his youngest son, now a freshman at Indiana University, Soup quickly realized how complex and confusing the admissions journey can be — even for someone who’s spent years behind the scenes. From baffling communication to login overload, the experience was an eye-opener. "There were so many times I was frustrated, confused... feeling like I was in a loop," he admits. This shift in perspective reinforces a powerful truth: knowing the system doesn’t mean it makes sense from the outside.
More importantly, it reminded Soup — and hopefully, many higher ed professionals listening — that user experience matters. If a seasoned enrollment pro felt lost at times, how much harder must it be for first-gen students or those without a guide? The process must become more accessible, intuitive, and supportive.
Are We Still Getting Social Media Wrong?
As one of the early champions of social media in higher education, Soup has witnessed its evolution firsthand. He recalls being part of one of the first teams to hire a dedicated social media manager, back when that was revolutionary. Fast forward to today, and every institution is present on multiple platforms. But does that actually help students?
From Soup’s perspective — and his son’s — the answer is complicated. His son avoided ZeeMee, despite Soup working there, and instead relied on Reddit to get honest answers from peers. “He wanted to hear from other students, not the schools,” Soup explains. This highlights a major tension in social media marketing for higher ed: students crave authenticity, but most institutional content is still heavily curated and branded.
Instead of chasing trends or trying to invade every corner of a student’s digital world, Soup encourages marketers to rethink their strategy. “Students know they’re being marketed to,” he says. The real power lies in letting students speak for themselves, creating peer-led, unfiltered channels for authentic connection. Institutions should focus more on empowering student voices and less on perfectly polished content.
Parents Read the Mail — Students Don’t
One of the most surprising insights from Soup’s recent admissions experience? His son never read a single piece of physical mail from colleges. Not even a glossy packet from Harvard. Meanwhile, Soup was devouring every word, eager not to miss important information. That disconnect raised a big question: who are we really sending these materials to?
When Soup was in enrollment, he assumed those beautiful print pieces were for the students. Now, as a parent, he realizes the content is often more valuable to — and consumed by — the adults in the room. His advice? “Make sure information going out is relevant to parents, too. If you're not sending anything to them, maybe you should be.”
This isn’t about abandoning print, but being smarter with it. Consider segmenting content based on the reader. Parents want cost breakdowns, housing info, and academic outcomes. Students might respond better to a sticker pack, meme-worthy content, or links to peer-generated content on social media. It’s about format and function — not just flashy design.
Systems Overload: When Portals Become Pain Points
Another major friction point? The tech stack. Soup describes how overwhelmed his son felt navigating the maze of logins, portals, and passwords just to complete necessary tasks. “Why do I need a login for this thing that gives me access to this other thing?” Soup recalls his son asking. Sound familiar?
This layered, often disjointed digital infrastructure is especially painful for students without strong support systems. If it’s confusing for someone whose parent works in the industry, what hope does a first-gen student have? The complexity of these systems doesn’t just create friction — it can become a barrier to access.
Soup challenges institutions to reconsider how they implement technology. "Much of what we adopt helps the institution, not the student," he says. CRMs make life easier for staff, but the student experience — a flood of generic emails and too many portals — often suffers. Tech isn’t bad. But it needs to be student-centered, not system-centered.
Shared Experiences = Stronger Support Systems
One of the most powerful parts of this conversation is Soup’s reflection on how ZeeMee offers students a space to share both wins and losses. During college decision season, students flock to TikTok to watch others’ joyful reactions — but for every acceptance video, there are students quietly sitting with rejection. That silence can be isolating.
Platforms like ZeeMee create community. “When decisions go out, and students see others being waitlisted or denied, they know they’re not alone,” says Soup. And what follows is perhaps even more important — students rally to encourage each other, to say, “It’s okay. We’ve got this. That’s why we applied to multiple schools.”
This shared vulnerability, this space to support and be supported, matters. And it’s something higher ed marketers can lean into. Instead of always showing the polished, perfect story, create spaces for real stories — good, bad, and in between. Let students see that the journey is messy, and that’s okay.
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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