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Higher ed social media teams are often told to “drive engagement” without clear guidance on what that actually means, especially when managing small audiences, department-level accounts, or content that’s largely event- or information-driven. When likes are low and comments are scarce, it’s hard to know whether content is missing the mark or simply being measured against unrealistic expectations.
This session takes a practical look at how engagement functions in higher ed social media and how to evaluate it more accurately. We’ll walk through common scenarios - flyer-heavy feeds, commuter and graduate audiences, limited capacity, and leadership pressure - and outline concrete ways to decide when engagement should be a priority, what types of interaction matter most in different contexts, and how to assess engagement trends over time.
Attendees will leave with a clearer framework for judging engagement, specific considerations for designing content that invites appropriate interaction, and straightforward language for explaining engagement performance to supervisors and campus partners.