From the Inside

Behind the scenes of an award-winning University marketing team

Estimated read time: 5 minutes

It’s time for another article From the Inside, where we hear from an in-house marketer about, well, whatever they fancy telling us! Our current columnist is Loughborough University’s Liam Ross who, this time, wants to tell us more about life as part of his East Midlands marketing crew. Over to Liam…

Are you interested in being a future From the Inside columnist? Great! We’d love to chat! Use our contact form and get in touch!

In my last blog, I gave a whistle-stop tour of what we at Loughborough like to call the #LboroFamily. Quickly now; i’m going to give you a sneak peek at our social media working environment…

Here’s the easy stuff. Social media sits in our Marketing and Advancement department. Like many other institutions, M&A contains UG & PG recruitment marketing, International, alumni engagement and others. Our director, Emma Leech, is an industry leader, member of multiple professional bodies and frequent speaker at HE, PR and digital conferences both in the UK and abroad. 

Web and digital team, assemble!

When it comes to having room to succeed in a digital environment, it’s so important to have a senior management team who put faith in your knowledge and experience as marketing professionals. Sometimes you have to vie for that trust by showing what you can really do. Produce digestible reports about your value. Shout about those amazing interactions via social. Show how you protect your brand on a daily basis. Go get ’em. 

At Loughborough we’re really fortunate to have a large number of our senior management team using public-facing social media themselves. Even our Vice-Chancellor is a firm believer in the power of the Tweet (and the Gram). He’s keen to get his face behind our campaigns, and talk to our students using platforms such as Snapchat and Instagram. He’s even got his own hashtag, #VCBob

Vice-Chancellor Professor Robert Allison, (#VCBob) LSU President 2016-17 Jonathan Ako & Loughborough MP Nicky Morgan

Let’s look a little closer. Myself and two others manage the University’s central social channels. I primarily look at social from a strategic angle; our overall channel strategies, looking to the horizon for changes (c’mon, Facebook, give us a break) plan key campaigns, and guide use of social throughout the institution. Bethan looks after our Snapchat and Instagram Stories, treating them like we would any other social channel; managing content generation and scheduling. Rachel maintains our ‘traditional’ social channels; Facebook, Twitter and LinkedIn. Of course, our roles aren’t always that straightforward, and we chip in to the running of all the accounts together. 

Within the team we also make use of recent Loughborough graduates. This is so important to our success; after all, these are one of the audiences closest to our hearts. We have two interns who produce student-facing content and act as a constant sense check. Bethan and Rachel are also Loughborough graduates, which often leaves me feeling outnumbered! 

I’ll leave you with what I think is one of our greatest strengths as a team at Loughborough; working in silos is fiercely discouraged. I don’t know about you, but I find it frustrating and no fun. I touched on the importance of working together in my previous post, but as social media managers, knowing what’s going on can be half of the job, so having close connections with colleagues really does make all the difference. 

Next time, I’d like to talk a little bit about myself and share some of the things I’ve learnt working in HE for just over four years. Until then. 

You can follow Liam on Twitter and find him on LinkedIn

Are you interested in being a future From the Inside columnist? Great! We’d love to chat! Use our contact form and get in touch!