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About the Episode
Join us in this insightful episode as we sit down with Liz Harter, senior social media manager at the University of Notre Dame, to delve into the captivating world of social media management during times of crisis. In this candid conversation, we explore the unique challenges faced by social media professionals when navigating turbulent waters, and the profound impact it has on our mental well-being. From handling sensitive issues to maintaining a positive online presence, Liz shares strategies and experiences that shed light on the delicate balance between managing social media platforms and safeguarding our mental health.
Key Takeaways
- Empathy is a Core Skill: Higher ed social media managers often absorb the highs and lows of their communities, acting as a bridge for communication and support.
- Crisis Management Lessons: Navigating tough moments, like pandemic cancellations or campus controversies, requires resilience, tact, and deep audience awareness.
- Engagement Beyond the Desk: Building authentic student connections means leaving the office to experience campus life firsthand.
- Unpredictable Challenges: From bizarre direct messages to global crises, the role demands adaptability and constant vigilance.
- Boundaries Matter: Finding ways to separate work and personal mental health is critical in a role where the lines often blur.
Episode Summary
How Liz Found Her Way to Higher Ed Social Media
Liz’s journey to higher ed social media began in 2013 when she transitioned from a PR firm in Cincinnati to her alma mater’s neighboring university, Notre Dame. Over the last decade, Liz has witnessed—and shaped—the evolution of social media strategies. Her enduring tenure in one role is a testament to her adaptability and passion for the field.
Moments That Define a Decade
One of Liz’s most emotional moments was managing Notre Dame’s communication around the passing of Father Ted Hesburgh, a beloved former university president. In the whirlwind of organizing tributes and engaging with the community, Liz discovered the profound emotional weight of being a storyteller during pivotal moments.
She also reflects on the gut-wrenching experience of canceling commencement ceremonies during the COVID-19 pandemic. Tasked with crafting sensitive messages to grieving students and families, Liz shares the emotional toll of balancing personal feelings with professional duties.
The Unspoken Realities of Social Media Management
Liz and Callie tackle the emotional labor behind the scenes. Social media managers are often unacknowledged first responders, dealing with everything from crisis communication to mental health crises shared in direct messages. The pressure to stay professional, empathetic, and responsive is immense.
Liz recounts bizarre encounters, like receiving inappropriate photos or deciphering cryptic messages, and the more sobering responsibility of recognizing and escalating mental health concerns. Her story of recognizing an Indiana-based Taylor Swift stalker who had also messaged the university underscores the unexpected weight of digital vigilance.
Top Tips for New Social Media Managers
Liz emphasizes the importance of immersing yourself in campus life to stay authentic and relevant. Social media skills are transferable, but understanding your brand’s unique voice and culture comes only through engagement with your audience. She also encourages self-care and setting boundaries, sharing that her upcoming hire—a new social media specialist—will lighten her decade-long workload as a team of one.
Hilarious Confessions and Unlikely Aspirations
From curating Taylor Swift conversations with students to secretly dreaming of becoming an “airport walkway curator” in Atlanta, Liz’s stories showcase her humor and humanity. These quirks remind us that even behind polished posts, there are real, relatable people.
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About the Enrollify Podcast Network
The Enrollify Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional.
Our shows feature a selection of the industry’s best as your hosts. Learn from Jaime Hunt, Allison Turcio, Corynn Myers, Dustin Ramsdell, Terry Flannery, Jaime Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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