Brain Waves Blog

Brain Waves Blog: Higher Ed Professional Development: Blogs, Newsletters, & Conferences

Higher Ed Professional Development: Blogs, Newsletters, & Conferences

April 28, 2021

If part one left you wanting more, I’m back for part two of the best higher ed resources to keep you informed and connected. One of the things I love about this industry is the contributions from the community. We learn together, and it's never too early for you to contribute your expertise. To that end, I’ve also included suggestions for ways to share your work and knowledge with others. 

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Brain Waves Blog: Higher Ed Social Media Professional Dev: Communities and Podcasts

Higher Ed Social Media Professional Dev: Communities and Podcasts

April 14, 2021

As part of ongoing professional development, it's important to keep up to date and learn from the successes and failures of colleagues in higher education and other industries. I've gathered lists of communities, podcasts, blogs, and conferences I regularly recommend to social media professionals, ranging from free and on-demand, to annual fee-based events. And there are so many fantastic resources, I’ve broken them into two posts so I don’t overwhelm you. First, I’m covering communities and podcasts, then stay tuned for part two: blogs, newsletters, and conferences.

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Brain Waves Blog: 4 Ways to Understand Your Competitive Landscape

4 Ways to Understand Your Competitive Landscape

March 31, 2021

Harvard and Yale. Ohio State and Michigan. UNC and Duke. Competition within higher ed exists on several different playing fields. Some campuses compete for a coveted top spot in academic rankings. Others exist in close geographical proximity, competing with each other for local and regional students. Others compete primarily on the turf or hardwood, but substantially differ academically. 

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We're Measuring Social Media Wrong

March 3, 2021

Why followers and engagement rate don't matter and how marketers should measure social media to better reflect campus priorities.

“Getting more followers” or “going viral” isn’t why campuses invest in social media. They invest because it’s a primary communication channel used to increase brand awareness and equity, build alumni affinity, recruit students by increasing applications or yield, or any other number of objectives found in a campus strategic plan. The metrics we use to measure it should assess those goals. Yet many social media managers and their CMOs are tied to vanity metrics like followers or engagement rate without a clear path to change. That’s one reason “Goals and Purpose” is the first chapter of my new book, Fundamentals of Social Media Strategy: A Guide for College Campuses. When campus social media efforts align with campus priorities, the way we measure social media changes.

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Brain Waves Blog: Matching Metrics to Goals

Matching Metrics to Goals

February 17, 2021

What comes to your mind when you hear the words measurement or metrics? I've actually asked a lot of people that question and go into some of their answers in our new book. As a community, we need to get serious about measurement. If campus leaders aren't requesting metrics that accurately assess the results of your work, it's up to you to help them understand what metrics actually matter. They likely aren't easy metrics to measure—but they should help us make important decisions. 

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