Unveiling Social Media Strategies at MIT with Jenny Li Fowler
In this episode, Jenny Li Fowler, the Director of Social Media Strategy at MIT, dives deep into the dynamic world of social media marketing in higher education. She candidly discusses the gratifying experience of working in a space driven by passion and mission. Jenny emphasizes the unique challenges of managing MIT’s social media presence; she operates without a dedicated team yet collaborates with talented content creators to drive their strategy. Highlighting the persistent challenges in the field, she advocates for the evolution of social media roles in academia, underscoring the need for professional positions that acknowledge the crucial communication role social media plays today.
Understanding Organic Social Media in a Global Context
Jenny passionately debunks the myth that organic social media is dead, asserting that it remains pivotal for fostering genuine engagement and community. She describes how MIT has managed to thrive using purely organic strategies, circumventing the need for paid advertising. While highlighting the importance of aligning organic with paid strategies, she emphasizes organic’s potential to build communities and engage the right audiences effectively. Jenny’s insights into global engagement suggest that, despite MIT’s prestigious reputation, there remains a focused effort on driving deeper engagement rather than mere enrollment numbers.
The Evolution of Social Media Roles in Higher Ed
Jenny narrates her career journey to MIT, illustrating the shifting landscape of digital roles in academia. Her previous position at Harvard Kennedy School, which evolved to split into more specialized roles, exemplifies the growing importance of dedicated social media professionals. Advocating for standalone social media manager roles, she shares strategies for influencing and leading campus-wide social initiatives without direct staff. Engaging other departments and students effectively can enhance the institution’s digital footprint, with credit given where due and responsibilities defined clearly.
Crafting High-Impact Social Media Content
Jenny concludes by highlighting best practices for creating shareable, platform-jumping content. Emphasizing research through active platform engagement, she stresses the need for understanding current trends and platform vernacular. Her pragmatic approach includes deftly navigating content requests while managing expectations using positive reinforcement. As the episode wraps up, Jenny and Shiro reinforce the importance of aligning content strategy with an institution’s broader goals, whether for global engagement, reputation management, or fostering support for higher education.
Read the transcription
Shiro [00:00:15]:
Hello, everyone. Welcome to the Higher Ed Demand Gen podcast hosted by Concept3D. If you like our content, please follow and subscribe to us on your respective listening channels. As always, I’m Shiro Hattori, your host today, and I’m super excited to talk about social media marketing for the best college in the world, which is MIT. And I didn’t just come up with that as a clickbait title. I actually looked up the ranking, and and according to QS, that is in fact true. So I’m very excited. And further conversation, I’m thrilled to speak with Jenny Lee Fowler.
Shiro [00:00:48]:
She’s the director of social media strategy at MIT and a recent author of organic social media. Welcome to the show, Jenny.
Jenny Li Fowler [00:00:58]:
Yeah. Shiro, thank you. I am so excited that you asked me to be on, and I’m looking forward to our conversation.
Shiro [00:01:07]:
Same here. And I do ask all my all my guests this. Can you tell us what you love about higher ed?
Jenny Li Fowler [00:01:13]:
Yeah. I mean, you probably get this answer a lot, but it’s really the people and the, I mean, the students and just, how much I learn from them, how inspiring they are. And, it’s, you know, it’s it’s a great mission and and value set. So that’s that’s what I love about it.
Shiro [00:01:36]:
Mission driven. I like it. Thank you so much for sharing that. Well, let’s jump in. Can you tell us a little bit more about your background, your role?
Jenny Li Fowler [00:01:45]:
Yeah. Sure. So, you know, I my, role is within the institute office of communications, and, I’m the one person in the department that is wholly dedicated to social media. So I am still doing, in in in addition to the strategy and, the strategic planning, I also do the execution. I’m still managing a lot of our, social media channels directly. The one thing that’s really great is, like, you know, I don’t I don’t have direct reports. I don’t have a team, but it I’m a part of a really awesome team. And so we do have writers and videographers and, graphic designers, and I I work with them.
Jenny Li Fowler [00:02:32]:
And, you know, they’re very involved with our social media, and, you know, providing content for our social media, channels. So, yeah, that’s how it works, where I am.
Shiro [00:02:47]:
Thank you so much. And I almost forgot to mention, you also host a podcast too, right, if you wanna share with our audience real quick.
Jenny Li Fowler [00:02:54]:
Yeah. It’s, it’s through the Enrollify network. It’s called confessions of a higher ed social media manager, where I have the privilege of, you know, speaking to higher ed marketers and higher ed social media managers, that are grinding it out every day in social and just some best practices and experiences and lessons learned. Yeah. Thanks.
Shiro [00:03:17]:
God. That’s that’s amazing. What’s, like, one thing that was really interesting or, like, really stood out through your podcast and, interviewing other guests?
Jenny Li Fowler [00:03:27]:
It’s it’s funny or maybe it’s not funny in that, you know, a lot of the, you know, the pain points and the issues that I I experienced when I began my career, like, you know, embarrassed like, ten years to fifteen years ago. I mean, I guess that’s not embarrassing. I mean, like, years ago, a lot of them still exist. You know? And while the industry has come so far, it’s just, like, billion dollar industry, the profession of social media manager, particularly in higher ed, is still at a very nascent place. And I think it’s really I think it’s time that we, you know, recognize that the position needs to be elevated. Position needs to grow.
Shiro [00:04:16]:
I a % agree, and I I I take a consumer lens towards this, but pretty much anything I buy or understand when it comes to, like, traveling, I digest all of that information through Instagram Mhmm. Or Reddit, which is considered a social channel. Like, that’s how I do all of my research now.
Jenny Li Fowler [00:04:34]:
And Yeah. %. Yeah.
Shiro [00:04:36]:
Not I’m not a Gen z. I’m not a alpha. Right? Like, I’m the cusp of a millennial, and that’s how I do my research. And so if that is what’s and and I assume a lot of my colleagues and people my age also get information the same way. Like, that is a huge, huge channel towards any business. Like, it’s probably the biggest channel, and it’s it’s ever growing. So I couldn’t agree with you anymore.
Jenny Li Fowler [00:05:00]:
Yeah. I mean, that’s where people are talking about your brand. You know? And I think higher ed should think of their institution as a brand. You know? Because it it it is, and that’s where the conversations are being had about you. That’s where people are convincing people to go to your, institution or maybe not. You know? And so it’s really important important to be in that space.
Shiro [00:05:24]:
Yeah. Well, you know, this is perfect segue here. I’d love for you to talk a little bit more about your your book, why you wrote it, and some key takeaways.
Jenny Li Fowler [00:05:34]:
Yeah. You know, it, it felt like like, several years ago, I just felt like there was a lot of talk within industry, that, you know, organic is dead. Organic is dead. There’s no point in doing organic anymore. And there were all these books being written about, like, paid social, social media marketing, and it was all on the paid side. And, you know, as a practitioner of organic social media, it just I you know, I not that I took offense to it, but it was kinda like I, you know, I felt like I needed to be a voice out there that said organic is not dead. It’s just it’s just really difficult. Right? But I would say that the organic side is really the side where you’re building community.
Jenny Li Fowler [00:06:17]:
That’s where you are engaging your digital communities, on the Internet in these, digital spaces. And so, you know, I I there was it felt like there was a need for it and, I I guess, you know, there was an opportunity for me to fill that need and, yeah, that that was sort of the result of it was, yeah, it was okay. You know? I’ll I, you know, I guess, I I will write this book. But really, like like I said, I was a practitioner, like, early I mean, I not as honestly, not just early. Like, throughout my career, I never had a budget. I you know, prior to MIT, I worked at the Harvard Kennedy School. I did not have a budget. When I came to MIT, I did not have a budget.
Jenny Li Fowler [00:07:01]:
So I think I just had to figure it out. Like, at this point, if I if I said the direction we needed to go, was paid or if we needed to do paid, you know, spots or paid social, I would definitely be supported, with that. But, you know, it’s become a point of pride. Like, at MIT, we we’ve never boosted a post. We’ve never paid for, social media, you know, advertising or to, you know, pay like, for our content. So it’s just, you know, it’s thankfully, it’s worked out for us, and it’s the strategy that we’ve been able to sustain and maintain. So, yeah, I would say organic is very, very robust, but, you know, it’s not just for higher ed. I think the organic side, you know, should work with the paid side.
Jenny Li Fowler [00:07:51]:
Like, the organic side is what it, should inform the content of the paid side. So when you know what is working with your audience organically, that, like, gives you, like, a leg up in knowing that that will probably resonate with, you know, the paid side as well. So I think it should you know, organic and paid should be besties, you know, not not, like, not, you know, adversaries.
Shiro [00:08:25]:
There we go. I just wanted to comment on one thing here, which is that what you said organic is difficult. It’s not dead. It’s just very hard. But just because it’s hard, it doesn’t mean you shouldn’t do it. And Yes. You know, I I when I in the context of higher ed, when I look at other smaller institutions, which may not have budget or have very small budgets, like, you’re not gonna you’re not gonna outbid or out budget your big school state system or public school system in your in your state or whatever your competitors. Right? And so, like, you do have to get more creative with what you do, and you should focus on creating content that does build community.
Shiro [00:09:03]:
It does engage your audience, the right audience, and all these things because, you may not have a leg up already. So I I like this point that just because it’s hard doesn’t mean you shouldn’t do it.
Jenny Li Fowler [00:09:13]:
Yes. I agree.
Shiro [00:09:14]:
Yep. And I know, another big focus of, of your book is about elevating the profession of social and higher ed. I know we already talked about this a little bit, but can you tell us a little bit more about what, your book talks about and some of your opinion on this?
Jenny Li Fowler [00:09:30]:
Yeah. You know, I think, it’s I feel like it’s popular opinion that, you know, social media accounts are not being run by interns anymore. It it is it is you are the keepers of the brand on the Internet and in the social space and, you know, it it it deserves, more, you know, a mature lens. It it deserves, like, someone that has more experience because it’s it’s really, you know like I said, it it’s it’s a sophisticated and it’s a big job, and it shouldn’t shouldn’t go to an intern. Right? But I think in higher ed specifically, you know, this this permeates because it’s we don’t always have social media managers that are, like, professional social media managers that are running social media channels. We have sort of a hodgepodge of those that are in communicators that are, also running social media channels, or sometimes you have faculty, like faculty supporters or executive administrators or or some, you know, someone else that also, like, the social falls under their other other duties as assigned. Right? It falls under their responsibilities. And part of it is because historically, there might have there might have been an intern in the past or there might have been a young, communication analyst that raised their hand and said, oh, by the way, do we do we have a Facebook, you know, channel or do we have a Twitter? Back then, it was Twitter.
Jenny Li Fowler [00:11:01]:
But do we have a Twitter account? And, you know, their supervisor might have been like, oh, you know, like, sure. No. We don’t. Sure. If you wanna start one, just go ahead and start one. And so that’s how a lot of brand accounts came to being. But the problem is as the social media part of it became bigger and bigger and bigger and took, a bigger piece of, the, you know, the plate, so to speak, the responsibility plate, the job description hasn’t capped up. Like, the job description is still, communication analyst or maybe, administrative assistant.
Jenny Li Fowler [00:11:39]:
Oh, and and by the way, can you also run our social media accounts, which is is not ideal and, is is is not is not the answer. Like, we we should we should not we should not be doing this anymore. You know? And so one thing, you know and I know a lot of people believe that and they think that, but, you know, it’s it’s hard to actually like, how do you move the needle forward on this? And one thing I write about in my book, which I think is very actionable and practical, difficult but actionable, is to have those hard conversations and to say, you know, if we’re really talk to your supervisor, talk to your department head. Like, if we are really committed to having a, a a professional social media presence, like, social media presence that’s meaningful and is going to reach our audience, we need a full time professional to be the keeper of our accounts, to manage our accounts, to provide strategy for our accounts. And, so, a, you have to acknowledge that that’s something that you wanna move toward, and, b, like, you have to, like, uncup you have to uncouple it from current, job descriptions and write a position, like, its own position for social media manager. So, it’s doable because I’ve done it. You know? I was at Harvard Kennedy School, and, at first, I added my my, title used to just be web editor. And so then I had it added to my title, so it was web editor and social media manager.
Jenny Li Fowler [00:13:17]:
And I was constantly talking to my supervisor how social media just become a bigger and bigger piece of you know, part of my role. And it just was growing as a responsibility and and frankly took more priority. So, we had that added, but when I left, Harvard Kennedy School and went to MIT, I I realized that my position was, made in became two positions. Right? So I was you know you were doing a lot of work, but it where there’s enough for two people. But I think the thing was, like, I had those, conversations. I had the conversation during the exit cedric strategy or exit interview with HR, with my, with my, supervisor at that time. So they recognize the need for it. And when you do that, you make it you further the profession for the person coming, you know, after you.
Jenny Li Fowler [00:14:12]:
Like, the instead of making it more difficult. Like, if they’re starting from scratch, we’re just a hamster on the wheel. Right? Just other we’re on the other duties as assigned hamster wheel. So I think it’s just it’s you know, that’s something that we can do to really further the profession in higher ed.
Shiro [00:14:33]:
No. This this is all really helpful advice. I yeah. It’s it’s incredible that your role got split into full full time positions. Like, that’s I mean, that’s good job for you because that person is at least hopefully not the drinking completely from the fire hose for years
Jenny Li Fowler [00:14:48]:
Exactly. With the
Shiro [00:14:49]:
good job. And I know you you talked a little bit about, leading with influence even without direct reports. Right? Like, what are some of the ways you’ve seen or that you’ve maybe directly, like, educated more people on social and what it takes to really have a strong performance towards your goals?
Jenny Li Fowler [00:15:09]:
Yeah. This is one thing I’m constantly telling my colleagues that have, you know, are that are one person teams. Right? Because I I’m I’m a part of a team, like I said, but I I totally feel you on that. Right? I don’t I don’t have a manager. I don’t have my own content creator. So, I I think building relationships, building I say build your team around you, and this is something that I mentioned in my book as well. But build like, leading with influence. You know, look at who is creating content on campus and collaborate with them.
Jenny Li Fowler [00:15:41]:
You know, reach out to them. Like, see if there are any students that are really creating really, really clever and, you know, thoughtful, posts and and and social media content. And just, you know, I always I slide into their DMs and say and I say, this is really cool. I love what you’re doing here. Can you do it for us? You know, I I don’t think anyone’s ever told me no. You know? You know, if I say this is a great piece of content from a department lab or center, like, MIT is vastly decentralized like so many other universities out there, and we have, like, 300 departments, labs, and centers, and they’re all creating this content. And if I ask them, do you know what? Do you mind sharing the files so I can, I can post it on our channels? I again, I don’t think I’ve ever been told no. Right? And so if you regularly open those channels and they know you’re willing to share, like, the flagship account and the flagship audience with them.
Jenny Li Fowler [00:16:37]:
And and I always give them credit. You know? I always give them photograph a photo photographer credit. I always give video credit. I always, you know, give them the credit. And so I think you can build some really, really collaborative and great relationships that help, you know, feed feed your channels, which is a beast. Like, social media is a beast. Right? But, you know, but on the flip side, sometimes I get asked to make these requests, and you said you said, how do you educate people? Like, I get these requests, that are not fit maybe for the flagship channels, and that person is just looking for you know, is just looking to ask you to, you know, post it on your flagship channels, and it maybe it’s a PDF or maybe it’s something that just doesn’t meet your requirements. And I have these conversation.
Jenny Li Fowler [00:17:25]:
Like, I have I have these, tips in my book as well and how you can navigate that. But, you know, but short of it is, like, don’t, you know, sound positive, make it sound like yes, but don’t say yes. Like but but also don’t say no. So my big thing is I always say, oh, I I’d be happy to look at it or, you know, I’ll be happy to, take a look or, you know, just something that sounds like a yes. And, I put the onus on them to follow-up. Right? I think a lot of the times when they do the asking, that checks the box for us, and they don’t even check to see if you’ve posted it or followed through, and that’s fine. So, you know, they got their box checked, and I’m good. But if sometimes they will follow-up and say, did you or I noticed that you didn’t post this on, you know, MIT’s x channel.
Jenny Li Fowler [00:18:16]:
And that’s an education moment because that person sincerely wants to see their content post you know, shared on your channel. So you can say, oh, I did take a look at it, which is what I said that I would do. I did take a look at it, but, you know, the photograph, the image size or maybe this or I I needed, a a a caption file. Like, just make it give it, you know, make it an education moment so that they know all the things that you need for you know, that would meet the standards of your channel, and maybe maybe that you can post some of their content in the future.
Shiro [00:18:51]:
Yeah. No. I this is this is such good advice, and it it makes me think, obviously, I’m in a marketing role myself. And, when people come to you with asks, it like, having, like, a template of just, which is all the time, having a template of, like, okay. This is great. I like your idea. Be positive. Because I I’m I personally struggle with this sometimes.
Shiro [00:19:10]:
I’m like, no. That’s that’s bad. Like, I shouldn’t keep that negative. But, you
Jenny Li Fowler [00:19:14]:
know, sometimes it’s important to, like Yeah.
Shiro [00:19:16]:
Yeah. I can say, like, I like the idea. Here’s my template. What is your goal with the post? What format do you want on it? What do you wanna achieve from this? Like, asking a set of questions to have someone objectively, you know, think a little bit harder about, like, what they want from the ask is, usually, like, if it’s just an idea that a shower thought they have, like, they won’t even fill those out and your request
Jenny Li Fowler [00:19:37]:
is gone.
Shiro [00:19:38]:
But if they really care, they will be like, no. The audience is here. The goal is to to increase awareness for the business score or something like that. Right? And they’ll actually have a planned out thought, and I think that’s a great way to, like, again, what you said put onus on the other person, which is great piece of advice. I had another question. So I think part of your story about capturing stories across campus, and creating campus partnerships that way is is a great idea. I love it. When I ran social, I have some experience with it.
Shiro [00:20:11]:
Like, I felt like if I didn’t under understand the social media platform I was on Mhmm. I couldn’t also market on it properly. And, like, I think there I’ve always struggled or I always thought it was hard to balance how much consumption you need of a certain platform in order to also be effective in your distribution of your content. You know? Like, so, like, do I need to spend one hour a day on Intrigue in order to come up with, like, an hour of work for Instagram? Like, I don’t know. Have you ever struck a balance with that?
Jenny Li Fowler [00:20:45]:
Yeah. So, I mean, you know, scrolling is in our in our profession, scrolling is research. I mean, that’s true. And I do tell people, if you are a personal user of the the platform, then, you know, that’s helpful to be a a professional, to provide strategy of a platform because you know how content is best consumed. You know how people are speaking, you know, the vernacular or just how, you know, people are using and consuming content on on the platform. So I think that’s important. But, you know, for my friends and colleagues in higher ed where there’s always gonna be a new social media platform, I have an anecdote about it in my book about how how many, like, apps I have on my phone, and half of them are, like, beta versions of, you know, of platforms that never really take off, and so no one’s heard about them. But, you know, the the sort of the joke is that, like, you know, the person that when I was getting a new phone, they were just like, you have, like, 295 apps on your phone.
Jenny Li Fowler [00:21:59]:
They’re like, this this phone transfer because I was getting a new phone. They’re like, this is gonna take a while. And my my response was like, is is that a lot? Like, I didn’t I don’t know. I don’t I I didn’t think it was a lot, but, his reaction really surprised me. But, but I tell my friends and colleagues because, you know, like, you’re only one person and you’re doing all of the things. Right? A lot of our, colleagues are doing events, in addition to supporting faculty, in addition to all of the other things. And so and I am a big believer is if that the content is good. If the content is awesome, then your audience will share it for you in whatever, platform that they like to use.
Jenny Li Fowler [00:22:41]:
So the term that I use is, it jumps platforms. So think of how many times you’ve seen, x posts on Instagram. Think about how many times you’ve seen TikTok reels. Think about how many times, people have emailed you YouTube videos. Right? Think about how many times people have DM ed you Instagram posts. And so if it is good, if that if you concentrate on the shareability, then it will jump it will jump platforms. And so I tell them to pick the platform that you like. I mean, it also has to be, like, a fit for the institution or organization.
Jenny Li Fowler [00:23:24]:
And, you know, if you wanna do Instagram, you obviously you have to have videos and and photos and and the but but say the user like, the the person, the professional is like, I love Instagram, but I don’t like x, then I just tell them, don’t worry about x. Focus on Instagram. Like, I think there has to be, like, a good feeling too among the professional using the platform. Because, I mean, if you hate doing it, it’s not you’re not gonna, like, build an audience. Like, you’re like, ugh. I hate platform y. And I I it makes me feel horrible even opening the platform. That’s not that’s not gonna work.
Jenny Li Fowler [00:24:06]:
Right? So I think there’s a lot of factors, and and it being a fit is one of them.
Shiro [00:24:12]:
I I really like this, and this actually reminds me of conversation with, Bowling Green State that I had. Bowling Green State that I had. I think it’s Brianna. She is their same, like, director of social media there. And, they they have more of an enrollment focus than I think your brand does. But their whole thing was around what the algorithm, especially Instagram, is moving towards is shareability. It’s not about the viral post anymore, but it’s like, how can I create a piece of content that I know is gonna be shared through DMs, through another post, maybe through another platform, and and focusing on that was one of their key metrics? They don’t even track, like, views or impressions anymore because they they track shareability, and that’s a great point.
Jenny Li Fowler [00:24:55]:
That’s amazing. Yeah. I love that strategy.
Shiro [00:24:59]:
Yep. It’s it’s great. Well, talking about, you know, learnings from what you you’ve been up to and, in your role for the past decade, like, what what are some things that you’ve really learned that we haven’t talked about yet? I know saying no with positivity is one of them.
Jenny Li Fowler [00:25:14]:
But Yeah.
Shiro [00:25:16]:
I I guess let’s talk about a little bit about the goal, like, of all your social accounts. Like, you know, I think your goal may be slightly different than another school that focuses on enrollment. Can you start there?
Jenny Li Fowler [00:25:26]:
Yeah. You know, I guess, you know, I have the great fortune of really, you know, not having to worry about, enrollment. You know? I mean, like like you mentioned earlier, we’re and we’re very fortunate that we have been ranked number one by QS, universities. And, there are we don’t have a lack of, applicants. So that’s not one of my key focuses. And, our admissions, department is awesome. They were so good at what they do. Prospective students is definitely one of my, audience segments, but it’s not, like, the primary.
Jenny Li Fowler [00:26:05]:
I think, you know, the way MIT approaches it and and and because MIT is such a strong global brand, we do approach it in more of a b to c, you know, like, feeling and, and strategy because a lot of what we do, is to reach a global audience and to reaffirm our brand and to make sure that we’re known as that leading institution in science research and technology. So, it is it is different from a lot of schools, but, but, yeah, like like, engagements is still like you said, at Bowling Green, they they’re focused on the sharing. You know, engagements is really what I’ve based, you know, our presence on.
Shiro [00:26:53]:
Yeah. No. I mean and I think there’s a lot we can learn about this is that if I don’t know social media, like, you might be like, go do social media. Like, I hired Jenny. Go do social media. But I I like your point. Like, in sure. Like, you may not have enrollment issues or, people app applying issues in the applications, but you do have set goals for your social accounts and what they’re for, and they’re not always for one thing.
Shiro [00:27:18]:
And that’s, like, the thing I want, you know, people to take away that are listening. I don’t know about social is, like, you need to set your goals for social. Like, what are you trying to achieve? Is the resources you have to achieve that realistic? Like, all these things. Right? And so, like, for you, you’ve already outlined in your role, like, reputation management is, like, a big part of your accounts, and that’s what you’re doing it for. And that helps, I feel like, form the overall strategy of everything you do. Right? And I think that’s just so comprehensive.
Jenny Li Fowler [00:27:46]:
Yeah. Yeah. I absolutely agree. And I, you know, I talk about goal setting a lot in the book as well. But, you know, that that goal is your North Star. And and it’s not like you have one goal. Right? And, I mean, we’ve got messaging priorities that come from, the president of MIT. And, you know, when we had a new president, those messaging priorities, you know, they changed.
Jenny Li Fowler [00:28:10]:
But, definitely, your North Star should be something that’s constant and something that just doesn’t change with the seasons. It’s something that you focus on for a long time and super like you said, it’s super important.
Shiro [00:28:22]:
That’s great. That’s fantastic. And I how many collective followers do you have across all your accounts? I don’t know if you talked about this yet.
Jenny Li Fowler [00:28:29]:
Yeah. No. I, so we just, reached, like, more than 6,500,000 followers on all of our active channels. So, yeah, it’s been amazing. Yeah.
Shiro [00:28:44]:
That’s that’s insane, by the way. That’s amazing. I had this weird, I guess, podcast thought, not a shower thought, well, during our call that I I often use the phrase because I talk about website a lot too and the importance of a high performing website for higher ed. And I say that your website, your higher ed website is the most visited and most important building on campus even though it’s we’re talking virtually. Right? More people go to your website than visit your campus in general. Definitely by far more than any building on campus. Mhmm. Actual physical building.
Shiro [00:29:21]:
But yet, so much money and time goes into investing in the building, but, like, I still feel like stuck. The digital resources get scrapped. But it made me think a higher ed social account may actually be the most viewed building on campus, not visited, like, physically visited. But depending on how big your accounts are, like, they might get the most eyeballs out of any other asset in your brand. So just
Jenny Li Fowler [00:29:44]:
kinda Yeah.
Shiro [00:29:45]:
Our thought.
Jenny Li Fowler [00:29:46]:
Yeah. No. I I actually I love that. And and, really, you know, we built the, social media hub at MIT.edu. It’s it’s, sort of an aggregate of all of our affiliates or most of our affiliate channels on campus and the, the goal for it was to give those who will never be able to set foot on our campus, to give them a real time look and feel of, what is going on on campus. So it, it sort of aggregates all of the social posts that are going out and, you know, we wanna give a snapshot of the energy and the activity that’s going on on campus, at any given time. And that’s exactly right. Right? Because, like, you know, we have a global audience.
Jenny Li Fowler [00:30:34]:
Most of them are never gonna be able to set foot on campus or visit, you know, visit Cambridge, but they are interested. They’re still a, you know, a valid and, valuable part of our community, our digital community, and we want them to experience it as close as maybe bring that, you know, experience to them, as as meaningfully and as close as closely as we can.
Shiro [00:31:00]:
I mean, you’re doing you’re doing the work for all of higher ed. I I just had a podcast with Tamalyn, Pao, who’s leading initiative to change the perception of higher ed in The US as a whole. And, one of her key phrases is, I want people not in higher ed to support higher ed. They want she wants people that maybe aren’t in school or didn’t go to school to still wanna be like, hey. I support higher ed because it it it it it pushes our country forward into innovation. It helps sustain jobs. It helps us stay relevant in the world economics and power. So, like, I feel like there’s a little glimpse of that in you handling all the social channels because if you’re part of the community, you still support it whether you’re in it or not.
Jenny Li Fowler [00:31:45]:
Yeah. And, you know, that’s that’s sort of one of our goals too and a vision we have going into this new year. So, yeah, I I’m I’m with I’m with I’m with her.
Shiro [00:32:00]:
That’s great. Awesome. Well, I think we’re just at about time. It’s been an awesome conversation. I’m wondering where our listeners can learn more about your book or where to find it, and then also connect with you.
Jenny Li Fowler [00:32:12]:
Yeah. So, I think the easiest is, like, the book is on Amazon, but if you do a Google search, it’ll come up. I am I’m you know, I am in all of the social media, you know, platforms, but I think, LinkedIn is an easy way to find me. I’m also active on x blue sky at Instagram. Just Jenny Lee Fowler will get you to me. And I do really try hard to post different content in each platform. So, it’s whichever experience or side of me you wanna see, you’ll see more of my daughter on Instagram. You know? So if you wanna see mom me, in you wanna see professional me, that’s, you know, more like LinkedIn and x.
Jenny Li Fowler [00:32:53]:
And yeah. I mean, you know, the one thing I’ll add is, you know, I am, a faculty member in the digital community co cohort by Josie Alquist, and it it’s a it’s a cohort learning group for social media strategy and how to move forward, you know, how to set a strategy, how to set goals, or if you’re more sophisticated or and more advanced in where you are, like, how you, manage up with social media and how you get more buy in or how you create more influence. So, it’s it’s for all levels and, registration is literally open right now. So if you look digital community cohort, I’m sure we’ll,
Shiro [00:33:37]:
add
Jenny Li Fowler [00:33:37]:
the link in the show notes. And, yeah, we’d love to see your listeners there, Shiro.
Shiro [00:33:44]:
That’s awesome. Is this is the first time I’m hearing about this group. Is this, like, specific to higher ed social, or is it more broad across several industries?
Jenny Li Fowler [00:33:53]:
Yeah. So when it was launched, it was, social it was higher ed specific, but it it seems to attract, has attracted people across industries because it’s really sort of, you know, industry agnostic. It it is we really just like, we’re talking about tactics and platforms and strategy of just social media, and I think it applies to anyone in any industry that does this work.
Shiro [00:34:19]:
Okay. Well, that’s awesome. I didn’t know about this community. So, yeah, definitely check out the digital community cohort. And don’t forget, Jenny also hosts the confessions of a higher ed social media manager, so make sure to check out her podcast, where she gets to be on the other side of the microphone too. Jenny, thank you so much for joining us today. This has been awesome. I love talking about social media, so it’s right up my alley.
Shiro [00:34:43]:
Thank you so much.
Jenny Li Fowler [00:34:44]:
Oh, Shiro. Thank you so much. I had a great time. I appreciate it.
