Morgan Glover, Associate Director, Social Media Strategies at UNC Greensboro, is one of the 12 presenters of the 2020 Higher Ed Content Conference .
In this 4-question interview, Morgan 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?
What has to go away for us: Using YouTube primarily as a repository for video embeds. Shifting the YouTube strategy at UNC Greensboro became a priority last year. We’ve made some progress, increasing views and subscribers as result. A few years ago, we joined other institutions in prioritizing direct video uploads for Facebook, Twitter, and LinkedIn. That’s still a good practice, but now we’re thinking about how to intentionally increase our subscribers on YouTube, because it’s such a popular channel with students.
I’d like to see a couple trends take off. One is simple: Universities using AR effects for Instagram stories, which are just plain fun and a great way to build affinity with current and future students, and young alumni.
I’d also like to see colleges and universities creating more compelling and user-friendly content that positions their institutions as community resources. More news-you-can-use from faculty. Better calendars on websites. Admissions-driven marketing will always be important, but many people have an opportunity to interact with and build affinity with universities long before and after they earn a degree there.
2) Why is it still so difficult to measure the performance of higher ed content?
Two reasons to explain why we struggle with content performance measurement come to mind.
Some marketing offices, such as ours, focus on brand awareness and general communications rather than student recruitment. They also may lack the capacity to measure performance in a systematic way.
That’s why it’s essential to 1) assign digital analytics responsibilities to a person who truly has the time and skill to do it, and 2) build websites and and structure programs in ways that effectively and ethically track various types of engagements. Motivating people to visit campus – and not just for traditional prospective student tours – should be considered a win, and measured in some way.
3) Share 3 pieces of higher ed content that made you envious or proud.
I’m fascinated by what other institutions have been able to achieve with students’ vloggers series on YouTube. Colorado State University had one of its videos go viral (so jealous!) and generate over a million views, benefiting from YouTube’s unique algorithm and user habits. It points to the need for university marketers to be simultaneously focused and nimble, and develop video strategies specific to each platform.
I’m super impressed with Western Carolina University’s “Mountains to Macy’s 2019” campaign, which raised money to send their marching band to the Macy’s Day Parade. It was a great way to rally their campus community and tell their story in a creative and compelling way.
I love the approach that University of Central Florida took to highlighting members of its campus community during last year’s Pride Month. The crisp, colorful, and memorable creative worked well across platforms and positioned the university as an institution that welcomes people of all identities and orientations.
4) What’s your favorite new tool for content work?
I’m thrilled that our team was finally able to create a brand account with GIPHY, a popular online database of GIFs and animated stickers. We’ve wanted to make this type of content available to our campus community for a long time, but only recently have we had the capacity to create them. We’ve uploaded more than 50 gifs and stickers, and generated 2.6 million views since we launched our channel in October 2019. Also, we’ve used the graphic design tool Canva (Canva.com) for a few years, but only recently started experimenting with the video and animation features. It’s a great tool for our interns to use, and it is popular across campus for staff and student workers who don’t have a lot of design experience.
A conference focusing on higher ed content?
The Higher Ed Content Conference is a must-attend event for higher ed content professionals and teams looking for new ideas and best practices.
Read below what a few of your higher ed colleagues who attended the past editions of the Higher Ed Content Conference say about the experience.