Leading the marketing communications efforts for West Virginia University’s largest academic unit, effective media relations was paramount in every aspect of our content strategy. As a Research 1 university, our faculty were frequently contacted by local, regional, and national media to share their expertise, whether it was on the environment, racial justice, labor movements, or more.
Brain Waves Blog
In an era driven by 24/7 coverage of everything, college presidents must be accessible and responsive while also taking a careful and measured approach to their social media presence. The president owns the brand and the messaging of the institution and can quickly and effectively convey the mission through social media posts and interactions.
“What Ohio State does matters—and will continue to matter to students, families, patients, and communities everywhere.”
~Michael V. Drake, The Ohio State University President
When I began in higher education as an academic advisor, I interacted with undergraduate students daily. From each conversation, I gleaned insights into needs, barriers, and successes students experienced at my institution. As I moved into university administration, that student-centered perspective greatly informed my work on retention and graduation initiatives. Heading into my fifth year in administration with little direct student interaction, my sense of the current student experience feels a little out of date. I realized this challenge was likely not unique to me and set out to learn what’s worked for seasoned university administrators to remain connected to the current student experience at their institutions. Here’s what I learned.
Higher education executives set the tone for an institution’s brand through their social media presence. Sixty-three percent of higher ed execs believe a social media presence is fundamental to an institution’s strategic planning and fulfillment of its mission according to Education Dive. Our free report, Examining Twitter Influence of Campus Executives, is a collaboration with Dr. Josie Ahlquist that explores the digital presence of campus executives.
It’s now commonplace for people to vent on social media when they have a less than desirable in-person or online experience with a brand or business. Turning to Twitter to ask general questions—even those with seemingly easily searchable answers—has also become a norm.