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Heather Johns

Senior Director of Content Strategy
Bucknell University

As Senior Director of Content Strategy for Bucknell University, Heather Johns leads a team of 12 talented communications professionals who uphold and elevate the University’s brand and engage target audiences by creating effective and strategic content on many channels, including social media, photography, videography, graphic design, a quarterly magazine distributed to more than 50,000 readers, and a newly redesigned website. In addition to advising and supporting senior leadership with executive communications, Heather’s team partners with colleagues across campus to provide innovative, robust and measurable marketing, digital, visual, social media and internal communications strategies.

Heather got her start in magazine writing and editing. After joining Bucknell in 2009, she established and grew Bucknell University’s social media into effective, award-winning communications channels. As the Senior Director of Content Strategy, Heather has demonstrated expertise leading content strategy through a website redesign; building an in-house marketing team; and shaping, guiding and measuring integrated communications strategies through successful partnerships with Admissions, Advancement and deans in all three colleges at the University.

Heather has presented on content strategy at national and regional conferences, is a strong and persuasive writer, and thrives when leading teams through change and challenging opportunities.

Heather Johns’s Session(s):

10:00 am–10:45 am — Wednesday, October 16, 2019

Panel: Social Media Personas: How to Build Out Your Institution's Voice and Tone on Social Media

Having a clearly identified brand voice and personality across your social channels is one of the most important components of your social strategy. How do you leverage what you know about your audience to define a presence that will resonate with and engage them?

This panel will dive into examples and insights around discussion topics including:

  • Describing the difference between voice and tone, and the role your institutional voice should play in your social media strategy
  • The process of developing your institution's voice on social
  • No campus? No football? Don’t force it. What makes YOUR audience feel proud/nostalgic/connected/emotional, and how do you harness that? Hint: the “cheerleader” persona doesn’t work for everyone.
  • How informal is too informal? Which emoji are safe? Finding the “fun, well-read party guest” persona, somewhere between stuffy press releases and (embarrassing) impersonations of your students
  • If you can make it here… Notes on taking tone/style inspiration from your location(s)
  • Building guidelines for your institution or department's social media
  • Trying to be trendy. When to utilize trending topics, plus examples of good and bad uses of trending topics

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