Reaching across campus: Harnessing the power of social media collaboration and consolidation to elevate all units

Maree Jones
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Maree Jones: Director of Social Media Strategy, University of Alabama at Birmingham, USA

Journal of Education Advancement & Marketing, 2025, vol. 10, issue 1, 71-81

Abstract: In higher education, the challenges of decentralised social media management often lead to fragmented messaging, redundant efforts and missed opportunities for engagement. Higher education marketers and communicators face unique difficulties due to the sheer volume of social media accounts active at any given time. Navigating increasingly complex digital landscapes, universities recognise the necessity of cross-department collaboration and strategic account consolidation as crucial strategies for success. This paper analyses the benefits and challenges of these approaches, offering actionable strategies and best practises for the advanced needs of education marketers. Institutions can achieve consistent branding, efficient resource allocation and more impactful audience engagement through collaboration and strategic alignment. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: social media management; marketing and communications; social media tools; collaboration; central communications; social media marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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