Fruit vs. Med Students: A Comparison Story on Different Types of Social Media Managers

I formally began my career in social media by interning at an advertising agency. I worked over 40 hours a week managing the social content for my client, Cuties Clementines. At least eight people were working on the client team at any given point, and most of those individuals worked on social content. My position was a catch-all "Swiss Army Knife" role, serving as a project manager for Cuties' social media content, monitoring Cuties' social platforms, listening to the social conversation, engaging with consumers, shooting photos, writing copy, etc. I loved the variety that every week brought. We were expected to develop original content daily for Cuties' Facebook and Twitter platforms, which usually required a significant amount of time to concept the ideas and design them. Our main target audience was moms, buying healthy foods for their kids. Working in an advertising agency on a national client like Cuties was stressful at times, but it was so much fun. We were moving so quickly, constantly brainstorming new ways to engage moms with the brand, whether it was through recipes and crafts involving Cuties, or Twitter Chats or contests.

Working in higher education social media now at the University of Nebraska Medical Center has been just as enjoyable but significantly different. As the Web Content/Social Media Specialist, I am responsible for the social media strategy, content, and execution for all of UNMC's primary social platforms, such as Facebook, Twitter, Instagram, and Snapchat. Instead of working on a team of 6-8 people on social media content, I am now primarily working alone, with an intern. Being fully responsible for UNMC's social presence, as well as social listening, monitoring, engagement, paid content, etc. can be a lot to juggle, so it's important be organized, self-motivated, and capable of brainstorming without a team around you. Since I'm no longer producing content based on a product, like clementines, my role as a strategist is different as well. Social media is more of a public relations initiative at UNMC, continually engaging with our community and informing them about the great things happening at UNMC.

How have your experiences in higher education differed from outside academia? What has helped with your transition? Let me know in the comments below!