Elevating Social Media to a Strategic Leadership Tool

About the Episode: 

In this episode of the Hidden Gem Podcast, host Maya Demishkevich interviews Jenny Li Fowler, MIT’s Director of Social Media and host of Confessions of a Higher Ed Social Media Manager. They explore the evolving role of social media in higher education, addressing common misconceptions and practical strategies for transforming social platforms into powerful tools for engagement, intelligence, and institutional change.

Key Takeaways

• Social media is no longer child’s play—it’s a critical strategic tool with a $250 billion impact, requiring dedicated expertise.
• Higher education institutions aren’t just competing with peers—they’re vying for attention against global brands like Taylor Swift and Nike.
• Platforms like Instagram and TikTok double as search engines for prospective students, emphasizing the need for a strong presence.
• Engagement metrics and community-building efforts elevate institutional visibility and trust, which can drive enrollments and fundraising.
• Social media managers should be seen as intelligence agents, gathering real-time insights that influence leadership decisions.

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Breaking Down Social Media Misconceptions in Higher Education

What does it mean that “social media has grown up”?
Jenny Li Fowler highlights the maturity of social media as an industry, with billions of daily users and a massive economic footprint. However, outdated perceptions—such as treating social media as a task for interns—persist, undervaluing its strategic importance in higher education.

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What are some common misconceptions about social media in higher ed?
Institutions often believe they’re only competing with peer organizations, but Jenny emphasizes the broader content landscape. Higher ed content must rival engaging campaigns from global brands. She urges institutions to move beyond thinking about “what works for higher ed” to focus on creating universally compelling content.

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Why is a strong social media presence critical for colleges?
Prospective students increasingly use social platforms as search engines, making a robust presence essential. Without it, institutions risk losing control over their narrative and visibility. Social platforms also offer opportunities for relationship-building, turning followers into lifelong supporters.

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How can institutions measure success on social media?
Jenny underscores engagement as the key metric, which requires high-quality, relatable content. Even small actions, like engaging with user-generated posts, can significantly boost visibility and connection.

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How can institutions transition social media into a leadership tool?
Social media managers can act as institutional intelligence agents, providing real-time insights during critical moments, such as protests or emergencies. By involving social media managers in strategic discussions, leadership can make data-driven decisions that align with audience sentiment and expectations.

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What’s the first step in elevating social media strategy?
Jenny suggests starting with a mindset shift—recognizing the strategic value of social media and educating leadership on its potential. When institutions fully embrace social as a leadership tool, they unlock powerful opportunities for community building, enrollment growth, and crisis management.

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Connect With Our Host:

Maya Demishkevich

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About The Enrollify Podcast Network:

The Hidden Gem: Marketing Community Colleges 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 Visionary Voices: The College President’s Playbook 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.