The challenges to creating a higher ed TikTok strategy
Posted: Wed Jan 22, 2025 10:12 am
They also partnered with their university communications croatia b2b leads and marketing departments to produce a Halloween themed series featuring OU’s mascot, Rufus the Bobcat:
A Halloween-themed video featuring Ohio University's mascot.
In 2023, several states and university systems banned or restricted TikTok on their campuses, often by blocking access from campus wifi. Our benchmarks report highlights four other common challenges for higher ed organizations on social, including: multiple audience segments, departmental silos, competing interests and ineffective tools. Here’s a quick overview of those challenges:
Multiple audience segments: Colleges and universities have multiple audiences–prospective students, current students, alumni, faculty, fans—and they all want different types of content.
Departmental silos: Managing various audiences becomes more challenging when there are different departments and teams with different focuses and goals.
Competing interests: School rivalries go beyond sports. Practitioners have to understand their competitors’ social performance to benchmark and improve their institution’s social strategy.
Ineffective tools: Without the right tools to measure success, gaining a bird’s eye view of performance and impact becomes even more difficult. Despite these common pain points, there are ways social practitioners can navigate these challenges successfully.
A Halloween-themed video featuring Ohio University's mascot.
In 2023, several states and university systems banned or restricted TikTok on their campuses, often by blocking access from campus wifi. Our benchmarks report highlights four other common challenges for higher ed organizations on social, including: multiple audience segments, departmental silos, competing interests and ineffective tools. Here’s a quick overview of those challenges:
Multiple audience segments: Colleges and universities have multiple audiences–prospective students, current students, alumni, faculty, fans—and they all want different types of content.
Departmental silos: Managing various audiences becomes more challenging when there are different departments and teams with different focuses and goals.
Competing interests: School rivalries go beyond sports. Practitioners have to understand their competitors’ social performance to benchmark and improve their institution’s social strategy.
Ineffective tools: Without the right tools to measure success, gaining a bird’s eye view of performance and impact becomes even more difficult. Despite these common pain points, there are ways social practitioners can navigate these challenges successfully.