Building a Strategic Social Media Presence
San Jose State University's Lucas College of Business dean approached me with a challenge: low engagement on the college’s social media channels. After a discovery process, I identified the root cause: there was no clear strategy or dedicated social media manager. Content was often posted by executive administrators, staff or faculty promoting their programs or events, leading to duplication across channels and limited student interest or traffic to the site.
Social Media Strategy and Growth
A new approach for SJSU's Lucas Graduate School and College of Business
I helped the Lucas College of Business develop a clear, student-focused social media strategy. By defining each channel’s purpose and talking directly with students about the content they wanted, we shifted from random posts to meaningful storytelling. I built an editorial calendar aligned to university initiatives and key milestones, along with a content pipeline to ensure posts were planned and published on a consistent schedule. One key initiative was a Spotlight series featuring students, showcasing their experiences and achievements. This approach reduced duplicate content, increased engagement, and drove more traffic to the college’s site.
Core Components of the Program
1. Channel Strategy Definition
Each social media channel was assigned a clear purpose to avoid duplicated content. This allowed the college to tailor content for its audience while maximizing engagement across platforms.
2. Student-Centered Research
A college-wide student survey was not possible, so I reached out directly to roughly 160 former students to understand the content they wanted to see. Their feedback shaped a shift from random “push” communications to stories that resonate with the audience.
3. Editorial Calendar and Content Pipeline
I built an editorial calendar aligned to university initiatives, key milestones, and events, along with a content pipeline to ensure posts were planned and published on a consistent schedule. This made content delivery predictable, strategic, and timely.
4. Spotlight Series
A student Spotlight series highlighted peer experiences and achievements. Featuring relatable student stories increased engagement, drove traffic to the college’s social channels, and reinforced a sense of community.
5. Dedicated Channel Manager
We identified a staff member responsible for executing the strategy and scheduling posts according to the calendar. She also monitored the performance and engagement. This ensured content consistency and prevented random posts by faculty or executive staff, giving the college a clear social media ownership structure.
6. Performance and Engagement Monitoring
Ongoing tracking of engagement metrics and student feedback informed adjustments to content, ensuring the strategy remained relevant and effective.
Long-Term Benefits
By establishing a clear strategy, editorial calendar, and dedicated channel manager, the College maintains a consistent, engaging social media presence. Student-focused content continues to foster community and drive traffic, while ongoing monitoring allows the team to refine content for lasting relevance and impact.
Spotlight Post
Below is a sample Student Spotlight post featured on the College’s Facebook page.
Interview Pro Tips from SJSU Alumnus Brett Castro
Brett Castro always dreamed of a career on Wall Street, but after graduating from #SJSU in 2016 with a B.S. in Business Administration (Finance), he discovered a passion for high-tech and joined Cisco Systems. Outside of work, Brett studies for the GMAT and travels the world. His most recent trips include Singapore, Thailand, Poland, and an upcoming World Cup game in St. Petersburg. Once he completes his MBA, he plans to pivot into private equity or venture capital.
Finding your first job can feel overwhelming, but Brett has some wisdom to share. Here are his top three tips for Spartans navigating the journey.
TIP 1: Maintain Some Form of Employment
Brett’s six years working at The Home Depot gave him transferable skills like leadership and the ability to interact with diverse personalities. Even seemingly unrelated jobs can build valuable experience for your future career.
TIP 2: Network and Join Clubs on Campus
Being active in the Financial Management Association (FMA @fmasjsu) connected Brett with recruiters and professionals. “Spend more time with your peers! College networks may seem small, but today’s classmates could become tomorrow’s directors, VPs, and executives,” he advises.
TIP 3: Hone Your Interview Pitch with Live Practice
Brett applied to Cisco, Google, Nvidia, and Facebook, receiving interviews at Cisco and Google. He recommends applying to companies not at the top of your list to gain live interview practice. “Mock interviews are helpful, but real interviews show you which responses truly work,” he explains.
Resources for Spartans
The Jack Holland Student Success Center and the SJSU Career Center provide tools and guidance for job seekers. Learn more at lcobssc.sjsu.edu and careercenter.sjsu.edu.
This the Instagram post that teased the story and encouraged followers to check out the full Student Spotlight on Facebook.
SJSU Alumnus Brett Castro recalls this challenging question during his interview with Google: “Give me a cost-benefit analysis of Google installing solar panels on every building the company owns.” Read Brett’s post on Facebook.com/cob to gain more interview tips and career advice.
Note
This social media case study is here to give you a sense of how I think and approach my work. I appreciate you respecting the time and thought behind it by not copying, sharing, or reusing it without my written permission.