Jenny sits down with Michelle Mc Mahon, Digital Marketing and Content Officer at the University of Limerick (UL), to discuss how her team has mastered authentic social media storytelling. Michelle shares her journey from PR to higher ed marketing, the strategy behind UL’s student-driven content, and how her team collaborates across departments to create compelling campaigns. If you’re looking for fresh strategies to elevate your university’s social media presence, this episode is packed with insights.
Key Takeaways
- Authenticity is about people-first storytelling. Instead of pushing institutional messaging, UL prioritizes real stories from students.
- Social media content should be channel-specific. What works on TikTok won’t necessarily perform on LinkedIn or Instagram.
- Students are the best brand ambassadors. They bring credibility, relatability, and an authentic voice that resonates with prospective students.
- Recruitment is only half the battle—retention matters too. A well-structured, engaging student content creator program keeps students involved and invested.
- Collaboration between departments strengthens marketing efforts. Working with research and athletics teams helps UL showcase its strengths in a meaningful way.
- Fun should not be overlooked in university marketing. Content that entertains is more likely to engage and build affinity with the audience.
Guest Name: Michelle McMahon, Digital Marketing and Content Officer, University of Limerick
Guest Social: LinkedIn
Guest Bio: Michelle Mc Mahon joined University of Limerick as Digital Marketing Officer in 2021 – moving home to the west of Ireland after ten years in Dublin. Her prior roles include Head of Social & Innovation at FleishmanHillard Ireland, and founding editor of digital publication Her.ie; where she managed a team that grew an audience from 0 to one million unique monthly visitors in two years. Prior to this, Michelle presented and produced a daily mid-morning radio show on BAUER media’s SPIN South West. As part of her role in the small but mighty Central Marketing Unit at UL, Michelle works on impactful, storytelling-led campaigns, and shapes the strategic approach to key channels including Instagram and TikTok. Michelle also manages the award-winning student social media officer programme at University of Limerick, bringing authentic student-led content to the university’s social channels.
How Michelle Mc Mahon Transitioned from PR to Higher Ed Marketing
Michelle’s journey into higher education marketing began when she left the fast-paced world of PR in Dublin to move back home to western Ireland. She had always been intrigued by the idea of working in higher ed, and when a digital marketing role at UL opened up, she jumped at the chance. For her, the appeal was clear—education is something truly meaningful to promote. Unlike PR, where she sometimes had to market things she wasn’t passionate about, higher ed offered a mission she could fully get behind.
At UL, Michelle found herself part of a small but dynamic central marketing team. She quickly realized that while working in university marketing may not be as romantic as she once imagined, it is both challenging and rewarding. With a strong passion for storytelling and an interest in student engagement, she has helped shape a social media strategy that prioritizes real voices and human connection.
What Does Authenticity in Higher Ed Social Media Actually Look Like?
"Authenticity" has been a buzzword in higher ed marketing for years, but what does it actually mean? For Michelle and her team, authenticity is about putting people first. Instead of flooding feeds with institutional messaging, they focus on individual stories that resonate with their audience.
One of the key questions they ask before creating content is, "Who cares?" They’ve found that people care about people—not about lists of faculty credentials or course attributes. Real student experiences always perform better than polished marketing copy. That’s why Michelle emphasizes the importance of listening to students and allowing them to tell their stories in their own voice.
Additionally, she acknowledges that as marketers, it’s easy to assume we know what students want based on our own college experiences. But times have changed. The way students communicate is different, their needs are different, and their expectations of digital content are different. The key to staying relevant is simple: Listen first. Create second.
Why Content Should Be Tailored to Each Platform
Michelle is a firm believer that content should be channel-specific. With so many platforms to manage and limited resources, the temptation is often to use a "Create Once, Publish Everywhere" (COPE) strategy. However, UL takes a more tailored approach.
For example, while their postgraduate recruitment campaign featured beautifully produced videos, those same polished assets didn’t belong on TikTok. Instead of forcing them onto the platform, UL’s team had one of their student ambassadors, Joseph, create a reaction video showing his surprise at seeing himself on billboards and buses. This lo-fi, personal approach performed significantly better than a direct upload of the campaign video ever would have.
Michelle's philosophy? Give people what they want, where they want to see it. Less, but more tailored, content is often more effective than trying to be everywhere at once.
How UL Successfully Recruits and Retains Student Creators
Recruiting student content creators is one thing—keeping them engaged is another. UL has built a robust student social media officer program that balances freedom and structure.
The recruitment process starts with an annual push in September, but applications remain open year-round. Michelle and her team don’t just wait for students to apply; they proactively scout for talent by reaching out to students who tag UL on social media. They also visit classrooms—especially within journalism and media programs—to directly invite students to apply.
Once students join the team, they’re encouraged to pitch ideas freely. However, Michelle also recognizes that some students excel with assigned tasks rather than open-ended brainstorming. To keep students engaged, UL fosters a supportive community, offers regular meet-ups, and ensures contributors feel valued. The success of the program is evident: some students have stayed on for multiple years, and many use their experience as a stepping stone to career opportunities post-graduation.
How UL Collaborates Across Departments for Stronger Content
One of UL’s biggest social media wins has been breaking down silos and collaborating across departments. Their recent partnership with the research team is a prime example.
Research plays a huge role at UL, but translating complex scientific work into engaging content is a challenge. Rather than sticking to traditional academic messaging, UL's marketing team worked closely with researchers to create a compelling video series. These videos showcase both high-profile experts and up-and-coming scholars, presenting research in a way that resonates with a broad audience.
Another exciting collaboration is with the athletics department. UL is known as "Ireland’s sporting campus," and the team has been working on better integrating sports content into the central social media channels. What started as a student-generated idea—a weekly sports roundup—has now grown into a full-fledged initiative, with additional student social media officers dedicated specifically to sports content.
By building trust with other university departments, Michelle’s team has expanded UL’s digital presence in meaningful ways—without overstretching their own limited resources.
Michelle’s Confession: She listens to everything—podcasts, audiobooks, e-learning courses—on double speed. Her husband jokes that he wishes he could speed up conversations with her in real life!
Final Thoughts
Michelle Mc Mahon’s approach to social media at the University of Limerick is a masterclass in
authentic, student-driven marketing.
From prioritizing real voices over polished institutional messaging to tailoring content for each platform and fostering collaborations across campus, her strategies offer valuable lessons for any higher ed marketer.
