Jenny welcomes Tony Sheridan, a social media storytelling expert currently working at the King Abdullah University of Science and Technology (KAUST) in Saudi Arabia. Tony shares his inspiring career journey from Ireland to Saudi Arabia, emphasizing the transformative power of authentic storytelling in social media. The conversation dives deep into strategies for lifting underrepresented voices and making a meaningful impact through thoughtful and inclusive content creation.

• Authentic Storytelling Wins: Storytelling isn’t just about information—it's about creating narratives that resonate emotionally and authentically.
• Diversity Drives Engagement: Inclusive content that authentically reflects diverse voices performs better and avoids common pitfalls.
• Leadership Without Authority: Even without formal power, you can lead initiatives by aligning with core values and presenting actionable strategies.
• Strategy Is Everything: Simple frameworks, like “strategy pillars,” can clarify goals and ensure content aligns with organizational values.
• Cultural Adaptation Matters: Recognizing and respecting cultural differences enhances storytelling impact without losing universal human connection.

How Did Tony Sheridan Transition from Ireland to Saudi Arabia?

Tony’s journey began unexpectedly with a LinkedIn notification during the summer of 2020. With a decade and a half of experience at the University of Limerick, Tony had established himself as a pioneer in social media, leading award-winning campaigns on platforms like Snapchat, Instagram, and TikTok. Encouraged by a supportive manager to "spread his wings," Tony took a leap of faith to join KAUST. His decision wasn’t without hesitation, but the opportunity to expand his storytelling expertise on an international stage proved transformative.

How Does Culture Influence Social Media Strategies at KAUST?

KAUST, as a mixed-gender, international university in Saudi Arabia, presented unique opportunities and challenges. Tony noted that while Saudi culture and Islam influenced societal norms, the evolving openness of the country under Vision 2030 allowed for unprecedented storytelling opportunities. For example, highlighting female graduates and staff became a priority, reflecting KAUST's diverse and inclusive ethos. His approach emphasized leveraging these cultural shifts to showcase untold stories, ensuring that representation was at the forefront of every campaign.

What Strategies Help Amplify Marginalized Voices?

Tony adopted a systematic approach to ensure inclusivity in campaigns:

1. Establish Strategy Pillars: By creating a clear list of campaign values—like diversity, inclusivity, and authenticity—he gained buy-in from leadership and ensured alignment across teams.
2. Shift to Narrative Storytelling: Rather than simply stating facts, Tony focused on “intention and obstacle” as storytelling elements, drawing inspiration from screenwriting principles.
3. Lead with Influence: Even without formal authority, Tony championed meaningful change by presenting well-structured plans and aligning them with organizational goals.

Which Platforms Are Best for Representation?

Tony believes the platform matters less than the authenticity of the story. At KAUST, alumni-focused campaigns like "Changemakers" and student-led initiatives thrived across platforms, including Instagram and LinkedIn. The key wasn’t high production value but meaningful narratives that resonated with audiences. Tony encouraged using platforms strategically, tailoring content to each channel’s strengths.

What Advice Does Tony Have for Aspiring Social Media Storytellers?

• Start with Simplicity: Ask, “Is this good storytelling?” Strip away distractions and focus on the core narrative.
• Write It Down: Document your values and use them as a guide for decision-making.
• Tell Stories Internally: Use the power of storytelling to communicate and advocate within your organization, not just on social channels.

Practice Leadership: Take initiative to push boundaries and advocate for change, even if you lack formal authority.

Guest Name: Tony Sheridan, Marketing and communications manager for the King Abdullah University of Science and Technology

Guest Social: LinkedIn

Guest Bio: Tony Sheridan is the Marketing and Communications Manager at KAUST, one of the top-ranked research universities in the world, on the Red Sea coast of Saudi Arabia. After leading Social Media and Digital Content at University of Limerick to award-winning success for many years, he left his native Ireland and joined KAUST in April 2021. Since then he has worked with the team to bring their marketing and communications campaigns to new heights, working with high-profile, truly global brand partners such as McLaren Formula 1 racing team, Times Higher Education, AAAS/Science, National Geographic, and more.

In the last 3 years at KAUST he has taken home more than a dozen awards from around the world including ‘Champion for Diversity, Equity and Inclusion’ at the ContentEd awards in the UK for spearheading KAUST’s diverse and inclusive storytelling campaigns. He is a storyteller, as a sought after conference Keynote, traveling globally to share his strategies and stories with the global Higher Ed community. Tony has recently Co-Chaired the CASE Middle East Advancement Conference 2024 in Abu Dhabi and Content Ed 2024 in Liverpool.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 

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