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Cultivating a community from collaboration: The secret to a strong vertical video strategy and system
Journal of Education Advancement & Marketing,
9
(2),
171-186
(2024)
Abstract
The University of Toronto Mississauga (UTM) central social media team has developed an overarching strategy and system over the course of three years, from 2020 to 2023, to help improve their vertical video production while building a community of practice with other internal campus content creators. This case study will discuss the benefits for campus content collaborators. It identifies three types of social video collaborations employed by UTM communications staff to meet the unique requirements and capabilities of different teams. Pulling from the UTM social media team's findings, this paper shares a formula for success used to create vertical videos that improve key performance indicators while building capacity among practitioners. By highlighting strategic practical tips to utilise when creating higher education video content, the authors aim to illuminate the steps involved for those wishing to set up a similar system and strategy. This case study concludes with a reflection on the lessons learned and pitfalls to avoid when collaborating with other campus content creators.
Keywords: content strategy; vertical video; collaborative video production; Instagram Reels; TikTok; higher education; case study; YouTube shorts
The full article is available to subscribers to the journal.
Author's Biography
Angelia Meffe-Baccarella works as a social media strategist in the Office of Communications at the University of Toronto Mississauga (UTM). She has more than five years of professional experience working in the strategic use of social media networks in higher education. She has presented her professional strategy at international higher education conferences such as PSEWEB. She is a graduate student studying in the Faculty of Information at the University of Toronto and has preliminary undergraduate education in a digital enterprise management specialisation from UTM. Her areas of specialisation include social media, library information science and information communication technologies.
Shauna Rempel is the Editor and Senior Social Media Strategist at the University of Toronto Mississauga in the Office of Communications. Prior to joining the University of Toronto in 2020, she worked as a multimedia journalist in Canadian newsrooms for 15 years. Shauna teaches digital journalism as an adjunct professor in post-secondary institutions including Toronto Metropolitan University, University of Guelph-Humber and Centennial College and is sought out by academic and corporate clients as a social media consultant and guest speaker. She holds a Master of Journalism degree from Carleton University. Her areas of research interest include audience development on new and emerging social media platforms, user-generated content and citizen journalism.
