Navigating social media platform algorithms to create meaningful connections with communities

This paper analyses how higher education institutions leverage social media channels to connect with all members of their communities from current students to alumni to staff to prospective families and more. It describes how, with so many platforms and changes occurring regularly to how they operate, it can be difficult to find success within the sites. The algorithms hold a key to how content is ranked and where it is placed in users’ feeds. The paper postulates how having a set of approaches to apply to all social media strategy creation and implementation, as well as understanding the ins and outs of the platforms that can lead to the biggest impact, can pave the way for a powerful content and communications strategy. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.