Navigating social media platform algorithms to create meaningful connections with communities
Abstract
This paper analyses how higher education institutions leverage social media channels to connect with all members of their communities from current students to alumni to staff to prospective families and more. It describes how, with so many platforms and changes occurring regularly to how they operate, it can be difficult to find success within the sites. The algorithms hold a key to how content is ranked and where it is placed in users’ feeds. The paper postulates how having a set of approaches to apply to all social media strategy creation and implementation, as well as understanding the ins and outs of the platforms that can lead to the biggest impact, can pave the way for a powerful content and communications strategy. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Erica Colaianne is the Director of Social Media at the University of Michigan, where she leads the social communications team that creates dynamic content every day for audiences of more than 2.6 million. Representing a world-class institution known for academic excellence, innovative research, competitive athletics and a vast global alumni network, she strategises inclusive content to educate and engage U-M audiences across all social platforms. Driving cohesive communications strategies, she brings social communicators throughout the institution together to cultivate collaborations that demonstrate the immense impact of the University of Michigan and encapsulate the Wolverine experience. Erica previously worked in communications and marketing at Wayne State University, and prior to joining the higher education community, she led communications and marketing efforts for a range of organisations, including healthcare, media companies and non-profits. She graduated from Wayne State University with a bachelor’s degree in journalism and received a master’s degree in integrated marketing communications from Eastern Michigan University.
