Breaking the Higher Ed Social Media Mold - A Conversation with Brianna Blackburn

This week on Education Marketing Leader, I spoke with Brianna Blackburn, Assistant Director of Social Media Brand Strategy at Bowling Green State University (BGSU).
BGSU's social media efforts ranked #6 nationwide (and #1 in Ohio) - outperforming much larger institutions like OSU.
Here's how they're doing it. 👇
𝐋𝐞𝐚𝐝𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐑𝐞𝐥𝐚𝐭𝐚𝐛𝐢𝐥𝐢𝐭𝐲 & 𝐄𝐦𝐨𝐭𝐢𝐨𝐧
Brianna's team excels at creating content that feels real. Rather than just highlighting achievements, they dive into stories that connect with audiences on an emotional level-be it humor, nostalgia, or campus pride.
𝐓𝐚𝐩𝐩𝐢𝐧𝐠 𝐈𝐧𝐭𝐨 𝐒𝐭𝐮𝐝𝐞𝐧𝐭 𝐓𝐚𝐥𝐞𝐧𝐭
As a former student intern herself, Brianna believes in the power of student-driven social media. Her team includes Gen Z interns who know what resonates with their peers, bringing authenticity and insider knowledge to the brand.
𝐌𝐢𝐱𝐢𝐧𝐠 𝐇𝐢𝐠𝐡 𝐏𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐨𝐧 𝐰𝐢𝐭𝐡 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜, 𝐎𝐧-𝐭𝐡𝐞-𝐅𝐥𝐲 𝐂𝐨𝐧𝐭𝐞𝐧𝐭
BGSU balances professional video content with timely, in-the-moment updates (think iPhone photos of game days). This approach keeps the content dynamic and relevant, giving followers the best of both worlds.
𝐂𝐚𝐩𝐢𝐭𝐚𝐥𝐢𝐳𝐢𝐧𝐠 𝐨𝐧 𝐓𝐫𝐞𝐧𝐝𝐬
From new album drops to pop culture moments, BGSU plans content around trending events to expand its reach. By posting at the right moment, the team keeps BGSU in the social media conversation, extending beyond the typical campus bubble.
𝐂𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 & 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠
Social media is a two-way street at BGSU. Brianna's team engages with commenters, sends out BGSU swag to loyal followers, and works to build a strong online community. It's more than content-it's connection.
Higher Ed Takeaway: Authenticity, emotional connection, and leveraging student talent are the keys to real engagement.
👉 Don't miss this episode! Subscribe to the Education Marketing Leader podcast for more insights, and connect with Brianna Blackburn to stay up-to-date on social media strategies that make a real impact.
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