In our recent Higher Ed Social Media webinar series, we had the pleasure of speaking with the brilliant minds behind the social media success at the University of South Carolina and Southern Connecticut State University.
These two schools aren’t just high on our 2024 Higher Ed Social Media Engagement Report—they’re setting the standard for how universities can use social media to build strong, authentic connections with their students, alumni, and community.
Dive into the top takeaways from our conversations with USC’s CJ Tomasco and Michaela Taylor, and SCSU’s Alison O’Leary and Jason Edwards.
2024 Higher Ed Social Media Webinar: Part 1
In our first session, we were joined by CJ Tomasco, Senior Associate Director of Social Media Strategy and Michaela Taylor, Social Media Strategist at the University of South Carolina (USC). USC ranked #1 overall in our 2024 Higher Ed Social Media Engagement Report, topping the charts across multiple platforms, including TikTok (#1) and Instagram (#4).
Division 1 Panel: Watch the video for all the insights.
1. Data is the Foundation for Growth
USC’s success is largely due to its data-driven strategy. CJ shares how she consistently used performance data to secure leadership buy-in and expand the social media team, demonstrating how powerful data can be in growing an online presence.
Looking to implement a similar data-driven approach? Check out USC’s monthly report to start tracking your own social media performance like a pro. Huge thanks to CJ and Michaela for sharing this report with us 🙏✨.
2. TikTok Helps USC Stand Out
TikTok has been a game-changer for USC. Ranked #1 on TikTok, Michaela Taylor, USC’s Social Media Strategist, shared how their viral mascot content helped them climb the rankings. By focusing on fun, in-the-moment videos, USC successfully engages with students on one of the most popular platforms today.
3. Collaboration Across Campus
CJ and Michaela stressed the importance of collaboration with academic units. By building strong partnerships across campus, USC amplifies their content and reaches new audiences, helping them maintain a high level of engagement.
2024 Higher Ed Social Media Webinar: Part 2
In our second session, we welcomed Alison O’Leary, Assistant Director of Media Relations and Social Media and Jason Edwards, Social Media Coordinator at Southern Connecticut State University (SCSU). SCSU ranked #3 overall in Division II schools and secured the #4 spot on TikTok, making them a standout in the D2 social media landscape.
Division 2 Panel: Watch the video to dig deeper.
1. TikTok is a Major Driver of Engagement
SCSU’s strength on TikTok is undeniable. Ranked #4 on the platform, Jason Edwards, Social Media Coordinator, shared how their viral commencement video featuring High School Musical star Corbin Bleu helped them jump to the top of the TikTok rankings. Their strategy? Keep it fun, relatable, and student-focused.
2. Tailoring Content for Each Platform
SCSU’s team tailors content carefully for each platform. Jason Edwards explained how they adjust their approach depending on the platform—TikTok is all about quick, fun, and student-led content, while Instagram strikes a balance with more polished posts. LinkedIn, meanwhile, is where they share formal content like faculty achievements and institutional news. Understanding the unique audience and expectations of each platform has helped them deliver content that resonates.
3. Agility and Real-Time Content
Alison O’Leary, Assistant Director of Media Relations and Social Media, shared how SCSU’s team stays agile by balancing planned content with the flexibility to jump on trends. Real-time content—like capturing campus events or viral moments—has been a huge driver of their success.
Wrapping up
Both USC and SCSU have shown that the right mix of data-driven decision-making, platform-specific content, and authentic engagement can take a university’s social media presence to new heights. By embracing platforms like TikTok and letting each platform’s unique style shine through, they’ve built strong connections with their audiences and set themselves apart in the higher education social space. We invite you to check out both videos for an in-depth look at our discussions with these outstanding panelists. Happy watching!
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