Higher Ed Content Talks with AJ Lopez III, Manager, Digital Marketing & Social Media – Midwestern State University

AJ Lopez III, Manager, Digital Marketing & Social Media – Midwestern State University, is one of the 12 presenters of the 2020 Higher Ed Content Conference .

In this 4-question interview, AJ tells us about best and worst content trends in higher ed, content measurement, great content ideas and a favorite tool.

1) What are the worst and best content trends in higher ed?

I was guilty of doing this in the past, but posting flyers that have not been formatted to social media. It happens, especially when you have to make deadlines, and that’s understandable. The accounts that do this on a daily basis, and especially on Instagram which is a photo-centric social media are a problem. We need to make better content, and not just post another flyer. 

I do enjoy seeing more accounts use user-generated content and allowing students to do takeovers on accounts. Students like to show off what they enjoy about their university. Universities enjoy giving a different perspective of college life from real students. As long as universities keep authenticity in social media, they could use this in recruiting future students.

2) Why is it still so difficult to measure the performance of higher ed content?

I think we are trying to figure out what the best metrics to show are. Impressions always look good but don’t provide much other than awareness. Engagement is great to show what we’re doing, but algorithm changes can make one part of engagement activity more valuable than the other part. If the algorithm didn’t change, then that would surely make our lives easier.

3) Share 3 pieces of higher ed content that made you envious or proud.

University of Central Arkansas
Pronoun Giphy Sticker

I’m proud of this as well as going to steal it sometime from Jon at UCA. He made a “Hi my name is” sticker that can be used on Instagram with university branding to let new students know what their pronouns are. This is one way to include the whole student body in your branding, and opening up this kind of conversation. For the record, my pronouns are He/Him/His. 

Southern University
YouTube music video collaboration with Lizzo

While this isn’t straight from a university account, it does heavily feature the Human Jukebox of Southern University. The SUHJ Band also promoted it heavily on their own Twitter account of their starring performance in Lizzo’s music video “Good As Hell”. It was great to see an HBCU school interwoven into the music video story. I think we’ll continue seeing more collabs from influencers and celebrities working with universities. Now the real question, is how do we have Lizzo come to our campus? 

Midwestern State University (MSU Texas)
New YouTube Show

This one is bragging on my student assistants. We started a new video series that promotes our hometown city using our students in unscripted situations with cameras on. It has received positive mentions, and students have been asking for more. We wanted to give the look that it was made by students, for students. This is a monthly series for us, that is aimed at our current and future students. The best part is that it is exclusive to YouTube, as we try to build a new audience there.

4) What’s your favorite new tool for content work?

I started using Grammarly back in May, and then gave in and bought the premium version. As I write this, Grammarly is correcting my writing and giving me suggestions. It learns your preferences in writing as well as telling you what your writing sounds like. It has saved me from sending a few angry emails as well. It definitely makes you a better writer and it only takes a few weeks.

A conference focusing on higher ed content?