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Developing Student Creators to Enhance an Authentic Content Strategy

2023 AMA Symposium for the Marketing of Higher Education

Resources from

Developing Student Creators to Enhance an Authentic Content Strategy

2023 AMA Symposium for the Marketing of Higher Education​

AMA Session: Developing student creators to enhance an authentic content strategy.

Session Description

No one can tell the authentic story of your institution better than students. But finding and hiring the right students, providing timely training, and establishing trust and your strategy with them is challenging.

In this session, you will learn how to select students, build a robust training program, and construct a sustainable system to maintain a high-performing group of student content creators. Attendees will walk away with strategies to help students develop critical thinking skills relevant to social media and ways to empower them to make recommendations for the overall brand content strategy.

By attending this session, participants will:

  • Receive at least three training tools they can immediately apply to their work on hiring and training students.
  • Understand how their institution compares to others in regard to student content team structure, pay, and operations.
  • Learn the curriculum for critical thinking in content creation and management for themselves as professionals and their student staff. 

The presenter team brings almost fifty years of experience in communications, marketing, and higher ed. They have spoken at dozens of conferences, including CASE SMC, HighEdWeb, eduWeb, and NASPA.

Cassaundra has focused on engaging niche audiences and markets and has worked with students for most of her career.

Josie’s career began building student-run marketing teams, and now as a speaker has trained thousands of students on social media strategy and coached campus professionals on applying student-centered digital strategies.

Jenny brings almost ten years of broadcast journalism, where she managed daily deadlines and navigated crisis situations. At MIT, she developed a team of student content creators that makes TikToks and produces images for their social channels.

NEW: The Student Social Media Academy

The Student Social Media Academy is a self-paced online learning experience, developed as a one-stop shop for student strategists in higher education, teaching them how to integrate the college or university’s brand, voice, and tone into the digital marketing or social media plan.

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Meet the Presenters

Click the presenter image to learn more!

Jenny Li Fowler

Cassaundra Moore

Rachel Putman

Dr. Josie Ahlquist

Josie has two decades working in higher education, with the last eight years focused on educating, researching, and writing about building digital communities and the empowerment of digital leadership. Learn more about Josie’s experience and passion, as well as her research, consulting, speaking, publications, and much more!

Learn more about how Josie supports Higher Ed Marketing & Communication Leaders

Jenny Li Fowler

Director of Social Media Strategy at MIT

She/Her

Jenny Li Fowler is the director of social media strategy at the Massachusetts Institute of Technology (MIT). She is in charge of developing and executing Institute-wide social media initiatives and campaigns and provides social media consultation and direction for more than 200 departments, labs, and centers. She also manages MIT’s flagship Twitter, Facebook, Instagram, and LinkedIn accounts. Prior to MIT, she served as Social Media Manager and Web Editor for the Harvard Kennedy School of Government. Jenny is a recurring correspondent for Hubspot’s INBOUND and a recognized voice across the social media marketing space.

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Cassaundra Moore

Executive Director, New Media Strategys — Washington University in St. Louis
She, Her, Hers

Cassaundra Moore is the executive director of new media strategy at Washington University in St. Louis. Cassaundra leads WashU’s central social media strategy in an ongoing effort to engage, inform and connect with the university’s core audiences. Through partnerships across the WashU campus community, she has developed and led the creation of meaningful and compelling content that assists in telling the university’s story.

Cassaundra leads the governance of social media best practices, crisis communications and provides guidance for executive leadership who create social media channels. Before WashU, she managed multiple client engagement roles, including social media, video, client education, and events.

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Rachel Putman

Director of Communications — University of Arkansas - Fort Smith
She/her

Rachel Rodemann Putman has worked in higher education since 2014, following close to a decade in journalism, finding her passion at the intersection of these two fields. She prioritizes transparent, authentic communication to foster trust and build community among UAFS students, employees, donors, and alumni. She is a classically trained artist, a former journalist, a Tar Heel and a Swiftie, and she spends her time off campus with her musician husband, their two children, and their German Shepherd dog.

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