EdTech Connect Podcast

Episode: Jenny Li Fowler: Elevating MIT's Digital Presence

Release Date: September 26, 2025
Host: Jeff Dillon
Guest: Jenny Li Fowler, Director of Social Media Strategy at MIT

Episode Overview

In this episode, host Jeff Dillon sits down with Jenny Li Fowler, an award-winning social media strategist, author, and podcast host who leads MIT’s digital presence. Together, they explore Jenny’s journey from journalism into higher education, the evolution of social in academia, the strategies behind MIT’s massive online following, and actionable insights for higher ed marketers and communicators. Jenny provides real talk about what it truly takes to manage social at scale, how to tackle crises, the role of AI, and her advice for future social pros.

Key Discussion Points & Insights

1. Jenny’s Unconventional Path to Leading MIT’s Social Media Presence

• Jenny reflects on her journey from local TV journalism to MIT (01:37).
  • Quote:

    “I love being part of a community... The thing that makes me smile is when I get recognized. I am always so surprised when people recognize me or want to meet me... It just makes me smile like every single time.”
    — Jenny, (01:51)

2. The Evolution of MIT’s Digital Strategy

• Early MIT homepage innovation: Daily homepage change (02:37–03:33).
  • Now, MIT’s online presence is characterized by intentionality and alignment with audience and goals.

3. The “No Secret Sauce” Philosophy

• Jenny debunks the myth of a magic formula for social media growth (03:37–05:01).
  • Quote:

    “I realized early on that there is no secret sauce... We are very intentional with everything that goes into our posts.”
    — Jenny, (03:48)

  • Emphasis on meticulous planning, detail, and consistency.

4. Storytelling in Higher Ed Social Media

• The importance of audience-centered content adaptation (05:03–06:39).
  • Platforms and content types must fit shifting audience behaviors.
  • Customizing for TikTok vs. Reels vs. Instagram.

5. The Realities and Challenges of Social in Academia

• Jenny’s podcast, Confessions of a Higher Ed Social Media Manager, emerged from the need for peer support in a demanding, often isolated role (06:39–07:31).
• Misconceptions about the workload:
  • Quote:

    “There’s so much planning... Sometimes it takes me a half an hour to post a single post... It’s not easy, it’s not fast, it’s not as simple as people think.”
    — Jenny, (07:45)

6. Tools, Automation, and Platform Choices

• Efficiency is key, but full automation is problematic (09:03).
• Preferred tools include CapCut for editing and various social management platforms (Hootsuite, Sprout).
• Platform selection is always audience-driven; different channels have distinct content expectations (06:10–06:39).

7. Governance, Team Structure, and the “One-Person Army”

• Shift from the “wild west” approach in early social to increased oversight (10:49–12:32).
• Despite MIT’s size, Jenny operates largely solo, relying on Institute-wide creative support (12:40–13:47).
  • Quote:

    “My team has shrunk... I’ve never had any direct reports... It literally is just me.”
    — Jenny, (12:40)

8. Building Strategy Amid Speed and Reactivity

• Sustainable social strategies must be foundation-driven, not reactive (14:32).
  • Quote:

    “The backbone... of your strategy should be the same. It shouldn’t be reactive.”
    — Jenny, (14:34)

• Crisis communications: Listen, monitor, escalate crucial info rapidly to leadership (15:15–16:14).

9. Metrics That Matter

• Focus on public engagement—likes, comments—as these are constant and accessible (16:14–17:08).
  • Quote:

    “I rely heavily on the metrics that are actually available publicly... Engagements are like, you know, an instant feedback loop.”
    — Jenny, (16:26)

10. Mistakes & Realities of Real-Time Social

• Cautiously approaches automation after a scheduled post went live right as news of Ruth Bader Ginsburg’s passing broke—creating unintentional insensitivity (17:19–18:51).

11. Paid vs. Organic Media

• MIT runs almost fully organic, with some paid efforts for specific audiences (19:25–20:28).
• Organic and paid should work in tandem; successful organic posts can inform paid campaigns.

12. Journalism Roots & Industry Trends

• Broadcast journalism background shapes concise, impactful storytelling (20:54).
• Frequent themes at conferences: Gaining leadership buy-in and the need for dedicated social professionals (21:11–22:13).

13. Platform Prioritization in 2025

• Jenny:
  • #1 LinkedIn for general institutional presence
  • #2 Instagram or TikTok depending on audience (Gen Z/Alpha vs. alumni/professionals) (22:28–23:10).
• Reddit’s rising importance for student discourse and listening, though not brand messaging (23:48–24:38).
  • Quote:

    “Reddit has been the place for a while and I think that now, like, we’re all catching onto it... It’s a great platform for listening and monitoring.”
    — Jenny, (24:22)

14. Integrating AI in Social Workflows

• AI is an asset for content analysis and adaptation, not for copy-pasting content directly (25:12–26:38).
  • Example: Used ChatGPT to analyze intern-created content for strengths and growth areas.
  • Quote:

    “AI’s not going to take your job. But if there’s someone that is, like, really sophisticated in their use with AI... something to think about.”
    — Jenny, (27:01)

15. Jenny’s Core Career Advice

• Trust your instincts and avoid knee-jerk decisions.
  • Quote:

    “Listen to your gut... Don’t be reactive... Give yourself like several beats to look at something and bring people in when you need.”
    — Jenny, (27:23)

Notable Quotes

• “There is no secret sauce... We are very intentional with everything that goes into our posts.”
  — Jenny Li Fowler (03:48)

• “Storytelling evolves... by how our audience likes to consume content.”
  — Jenny Li Fowler (05:12)

• “There’s so much planning... Sometimes it takes me a half an hour to post a single post... It’s not as simple as people think.”
  — Jenny Li Fowler (07:45)

• “Crisis—our crucial thing is listening and monitoring... I have a very quick line of communication to leadership to share what I’m seeing online.”
  — Jenny Li Fowler (15:15)

• “LinkedIn has really sort of bubbled up as a primary social media platform.”
  — Jenny Li Fowler (22:28)

• “AI’s not going to take your job. But if there’s someone that is, like, really sophisticated in their use with AI... something to think about.”
  — Jenny Li Fowler (27:01)

Important Timestamps

• 01:51 – Jenny on feeling surprised and grateful when recognized in the community
• 03:48 – The real, “no secret sauce” approach to MIT’s social growth
• 05:12 – How storytelling adapts to new media consumption habits
• 07:45 – Misconceptions and the highly detailed process behind social posts
• 12:40 – How Jenny manages MIT’s massive presence almost entirely solo
• 14:32 – Building non-reactive, sustainable long-term strategies
• 15:15 – Role of social in crisis communication: monitor, don’t overreact
• 16:26 – Public engagement as the key metric for social success
• 17:19 – Scheduling mishap: crisis post-mortem
• 19:25 – When to consider paid vs. organic social
• 22:28 – Which platforms matter most in 2025
• 24:22 – Reddit’s role for listening and authenticity
• 25:19 – How AI is used for analysis, not copy-paste content
• 27:23 – Jenny’s top advice: trust your gut, don’t be reactive

Memorable Moments

• Jenny’s transparency about the realities and limitations of her team size at a world-leading institution (12:40).
• The candid retelling of a scheduled post going live at an inopportune time (17:19).
• Practical AI use cases for social practitioners (25:19).
• The analogy comparing AI use and the “barber with clippers” from Edu Web (26:40).

Jenny’s Final Takeaways

• Be intentional and non-reactive in your strategies.
• Prioritize listening and monitoring, especially in crises.
• Use technology (including AI) judiciously to enhance your work, not replace your judgment.
• Social media management in higher ed requires resilience, meticulousness, and advocacy—all rooted in a commitment to authentic storytelling.

Connect with Jenny and learn more:

• Book: "Organic Social Media: How to Build Flourishing Communities Online"
• Podcast: Confessions of a Higher Ed Social Media Manager
• MIT Social Channels

For more insights:
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