In this live episode from HighEdWeb, Mallory Willsea speaks with Shuchita Poddar, Communications Coordinator in the Office of Admissions at the University of Iowa. Shuchita shares her first-time experiences at the HighEdWeb conference and dives into her upcoming presentation on social media analytics. She offers valuable insights on how admissions teams can leverage data to optimize content and engagement across platforms like Instagram, Facebook, and X (formerly Twitter).

Key Takeaways

• Social media analytics are crucial for understanding audience engagement and content performance.
• The engagement rate per post by followers and the engagement rate per post by reach are two essential metrics for evaluating content.
• User-generated content and campus-related visuals tend to perform best during certain times of the year.
• Monthly reports that break down metrics into specific categories (e.g., athletics, campus scenes) help inform future content strategies.
• Don’t be afraid of data—it’s critical to understanding your content's effectiveness.

What is Shuchita's presentation about, and what should attendees expect?
Shuchita's presentation at HighEdWeb focuses on social media analytics, specifically how to make the most of the data that admissions teams collect. She encourages social media managers to understand what keeps their audience coming back by focusing on three key areas: gathering user-generated content, leveraging Instagram Reels, and engaging actively with their audience. Since Instagram's algorithm now prioritizes engagement, understanding how to boost it has become crucial for higher ed marketers. This session is a must-attend for anyone wanting to optimize their social media strategies using simple, data-driven steps.

How can overwhelmed social media managers stay focused?
Shuchita acknowledges that managing social media, especially for admissions, can feel overwhelming, particularly with the sheer number of platforms and tools available today. Her advice? Take a step back and disconnect if needed. It's important to avoid burnout, especially if social media plays a large part in both professional and personal lives. The key is to focus on the metrics that matter most—engagement rate per post by followers and by reach—rather than getting lost in endless data points. By breaking down metrics and focusing on user-generated content, campus visuals, and seasonal trends, marketers can make more informed decisions without feeling overwhelmed.

What metrics should higher ed social teams focus on?
Shuchita uses two core metrics to evaluate the performance of her content: engagement rate per post by followers and engagement rate per post by reach. Engagement by followers helps determine how the audience interacts with a post about the number of followers at the time of posting. This is especially useful for gauging the success of campus-centric visuals, athletic posts, and user-generated content. Engagement by reach, on the other hand, focuses on how well posts like deadline notifications or important updates perform in reaching a broader audience, even if engagement isn’t as high. By keeping track of these metrics, social media teams can better assess what content works and adjust their strategies accordingly.

How does Shuchita use benchmarks to guide her social media strategy?
Shuchita's approach is a mix of internal and external benchmarking. Internally, her team at the University of Iowa has built benchmarks based on the past two years of data, giving them realistic goals for engagement and content performance. Externally, she keeps an eye on industry standards from platforms like Hootsuite, Rival IQ, and Sprout Social. These external benchmarks help her understand where her institution stands in comparison to broader higher education trends. Although the University of Iowa’s account may be smaller than some industry averages, these comparisons offer valuable context, allowing her to refine her strategy.To dive deeper into social media analytics and how to use them effectively for higher education marketing, listen to the full episode of The Higher Ed pulse. Shuchita's expert insights are a must-hear for anyone looking to fine-tune their social media approach in higher ed.

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Mallory Willsea 
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