Intersecting Your Institution’s Culture with Pop Culture

About the Episode:  Nicole Tabak, freelance writer and content strategist, manages the Harvard Online social media accounts. In 2022, she wrote a thread on what was Twitter at the time about Taylor Swift albums as Harvard Online courses and it went viral. Nicole tells us that it pays to be true to who you are and experiment on the institution’s social media channels. We will discuss that viral moment, her inspiration, and how she made it happen.
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Blending Passions with Professionalism: A Swiftie's Social Media Strategy

Nicole's story is a compelling showcase of how leveraging personal passions, such as her admiration for Taylor Swift, can lead to groundbreaking success in professional endeavors, particularly in the nuanced field of social media for higher education.

On the eve of Taylor Swift's album release, Nicole recognized an unparalleled opportunity to marry her personal passion for Swift's music with her professional acumen in social media strategy. Drawing on her deep understanding of both the Swiftie fandom and the Harvard Online brand, Nicole crafted a Twitter thread that ingeniously aligned Taylor Swift's album themes with Harvard Online's course offerings. This wasn't merely capitalizing on a trending moment; it was a masterclass in aligning brand messaging with current cultural phenomena, executed with a level of authenticity and enthusiasm that only a true fan could convey.

The result was nothing short of spectacular. Within minutes of posting, Nicole's thread started gaining traction, rapidly accumulating likes, shares, and comments from both Swifties and the broader online community.

This viral explosion wasn't just a testament to Nicole's ingenuity in content creation but also highlighted the importance of trust and autonomy within client relationships. Her client's faith in her vision and the swift execution of the idea—without the hindrance of prolonged approval processes—were crucial to capturing the moment with the immediacy that viral content demands.

Nicole's success story underscores the power of blending personal interests with professional skills, demonstrating that when done right, such a blend can resonate widely, engage deeply, and elevate a brand's presence in the digital landscape.

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Why Authenticity Matters in Higher Ed Marketing

Nicole's collaboration with Harvard Online serves as a prime example of innovative social media strategy done right. Through her strategic approach, she managed to intertwine the rich culture of an academic institution with the pulsating vibrancy of pop culture, creating content that resonated widely and engaged deeply.

Her experience reveals the power of authenticity, strategic risk-taking, and the importance of cultivating trust with clients. It also highlights the significance of staying attuned to cultural moments and trends, demonstrating that with the right blend of creativity and strategy, social media can transcend traditional boundaries to foster a unique and engaging brand identity.

Authenticity plays a critical role in higher education marketing for several compelling reasons, fundamentally shaping how institutions connect with their audiences in meaningful and impactful ways.

1. Building Trust: In an era where consumers, including students, are bombarded with countless marketing messages, authenticity helps higher education institutions stand out by fostering a sense of trust and reliability. Authentic marketing practices demonstrate an institution's commitment to transparency and honesty, encouraging prospective students to engage more deeply with the brand.
2. Enhancing Engagement: Authenticity resonates on a personal level, enabling institutions to create more engaging and relatable content. When students see genuine stories, experiences, and testimonials, they are more likely to feel a connection to the institution. This emotional engagement is crucial in the decision-making process for prospective students, making them more likely to consider enrollment.
3. Encouraging Word-of-mouth and Advocacy: Students and alumni are more inclined to share their experiences when they feel genuinely connected to their institution. Authentic marketing fosters this connection, leading to organic word-of-mouth promotion and advocacy. Positive, genuine stories shared by real students and alumni can be incredibly persuasive to prospective students, carrying more weight than traditional advertising.
   
   
4. Long-term Relationship Building: Authenticity lays the foundation for long-term relationships with students, alumni, and the wider community. By consistently presenting an authentic brand image, institutions can maintain loyalty among their audience, encouraging ongoing engagement, donations, and alumni participation long after graduation.

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Key Takeaways:

• Leverage personal interests to fuel professional innovation, creating engaging and resonant content that stands out in the crowded digital landscape.
  
  
• Cultivate trust and rapport with clients or team members, enabling the freedom to experiment and innovate within the brand's voice and ethos.
  
  
• Harness the power of cultural moments and trends to enhance brand visibility and engagement, ensuring content is timely, relevant, and authentic.
  
  
• Draw on diverse experiences to enrich marketing and communication strategies, bringing a broad and insightful perspective to the table.
  
  
• Embrace creativity and adaptability in social media strategy, balancing the brand's core identity with the dynamic nature of digital trends.
  

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

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. 

Connect with Us at the Engage Summit:

Exciting news — Jenny will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31.