Mallory Willsea guest-hosts a candid conversation with Jenny, host of Confessions of a Higher Ed Social Media Manager and author of a book celebrating its one-year anniversary. Jenny reflects on the evolution of social media in higher education, how her book has resonated with professionals worldwide, and offers insights into the future of the industry. From navigating leadership dynamics to platform shifts like Blue Sky, this episode is packed with valuable takeaways for marketing and social media professionals alike.

• Social Media as a Professional Role: Social media management is no longer a junior-level role but a strategic, high-impact position deserving recognition.
• Managing Up with Grace: Practical tips for educating leadership and advocating for better social media practices while maintaining professionalism.
• Emerging Trends in Platforms: Platforms like Blue Sky offer a refreshing sense of experimentation, but preferences differ across generations.
• The Future of Content: With AI increasing content creation efficiency, the focus will shift to less frequent but higher-quality, human-centered, and authentic content.

Reflecting on a Year of Growth

Jenny opens up about the whirlwind year following her book release, sharing how it has opened doors to speaking engagements, global travel, and meaningful connections with social media professionals worldwide. Her insights reveal a profession still grappling with recognition challenges despite its critical role in brand strategy. Jenny notes that social media management has grown into a billion-dollar industry, yet the perception of the role lags behind.

She also addresses the evolving platforms, mentioning how the rapid rebranding of Twitter to X was a notable moment. Her platform-agnostic approach to strategy has ensured her book remains relevant despite the fast-paced nature of social media.‍

Managing Up in Social Media 
One of the most practical segments of the conversation involves Jenny’s advice for social media managers navigating upward communication with leadership. From addressing unrealistic content requests to advocating for strategic alignment, Jenny emphasizes the importance of turning educational moments into opportunities.

For example, she advises responding to poor content requests with phrases like, “I’m happy to take a look at it,” which deflects immediate commitment while leaving room for constructive feedback. This strategy has helped professionals across industries maintain boundaries while fostering better collaboration.

Blue Sky and Generational Platform Shifts 
The conversation transitions to Blue Sky, a platform gaining traction among higher ed marketers seeking a fresh start away from X. Jenny and Mallory note the nostalgia Blue Sky evokes for early Twitter users—offering a linear feed and space for creativity. However, Jenny highlights an intriguing generational divide: while Millennials and Gen Xers appreciate Blue Sky’s simplicity, Gen Z finds the lack of algorithmic curation unappealing.

Jenny predicts continued migrations away from polarizing platforms like X, with groups finding new digital homes in waves as platform dynamics shift.

The Future of Social Media Content 
Jenny’s bold prediction for 2025 centers on AI’s impact on content strategy. As AI accelerates content creation, the demand for less frequent but higher-quality, human-centered content will rise. Authenticity and meaningful engagement will remain paramount, pushing brands to focus on building deeper connections with their audiences rather than chasing volume.‍

Giveaway Announcement! 
Exciting news! We’re giving away a copy of Jenny’s transformative book. To enter, simply comment on one of Enrollify’s LinkedIn or Blue Sky posts about this episode. Let us know you’d love a copy, and we’ll select one or two winners at random after the holiday break.

Guest Name: Mallory Willsea, Chief Strategist and Producer at Enrollify

Guest Socials:
LinkedIn
@mallorywillsea.bsky.social

G‍uest Bio: Mallory Willsea is the Chief Strategist and Producer of Enrollify — higher ed’s largest podcast network. Her insights on best practices and new trends are informed by her sector research and more than 16 years of experience. Mallory has held executive leadership roles in ed tech and at agencies spanning customer success, marketing, and business development. Her superpower is building media brands to reach, educate, and inspire forward-thinking higher education leaders.

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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! 

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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