NMHU 2022–Present Ongoing

Building Consistent
Brand Presence

From Commencement to Homecoming, managing NMHU's social media channels means showing up for the moments that matter most to students, families, and the wider university community — consistently, intentionally, and on a plan.

16,487

Facebook followers

12,966

LinkedIn followers

~9%

Instagram engagement rate — 3× industry average

A Framework Before a Camera

I was hired a few weeks before Commencement — which meant my first major task wasn't a website or a campaign, it was figuring out how to cover a graduation ceremony with no established playbook. Rather than improvise, I built one.

The coverage plan I developed for that first Commencement became the template we still use today — defining what moments to capture, when to post, what the visual language should be, and how to sequence content across platforms to maximize reach without exhausting the audience.

That same framework has since been applied to Homecoming, new student welcome events, and other institutional moments. The goal is consistency — so that followers know what to expect from NMHU's channels and feel connected to campus life regardless of where they are.

Coverage Framework Elements

→ Pre-event planning — identify key moments, positions, and timing
→ Live coverage — processional, ceremony, candid family moments
→ Detail shots — caps, regalia, personal decoration, pride moments
→ Post sequencing — initial post, follow-up gallery, recap content
→ Platform adaptation — Facebook, Instagram, LinkedIn each get tailored content

Commencement Coverage

Graduation is the highest-stakes social media moment of the year — families are watching, graduates are sharing, and the university's brand is on full display. These posts consistently rank among the highest-performing content on NMHU's channels.

Decorated graduation cap — Class of 2024

Graduate with family at commencement 2024

256

likes on top commencement post

248

likes on 2023 ceremony coverage

~9%

Engagement rate on commencement posts — significantly above the higher education Instagram average of 1–3%. These moments connect because they're planned to capture what families actually want to see.

Homecoming & Campus Life

Beyond major ceremonies, consistent event coverage builds the ongoing rhythm of campus life on social — Homecoming parades, welcome week, athletics, and the everyday moments that make NMHU feel like a community worth joining.

Welcome week campus life — Class of 2028

Platform Strategy

NMHU's three active platforms each serve a different audience segment — and content is tailored accordingly. Facebook's 16,000+ followers skew toward alumni, parents, and community members who want institution-level news and event coverage. Instagram's younger audience responds to candid, human moments — the decorated cap, the family embrace, the first-day energy. LinkedIn serves professional audiences with program highlights, research news, and institutional milestones.

The decision to remain off Twitter and TikTok is intentional — maintaining quality and consistency on three channels serves the university better than spreading thin across five.

Active Channels

Facebook 16,487

LinkedIn 12,966

Instagram 2,824

On engagement: NMHU's Instagram consistently achieves 6–9% engagement per post — significantly above the higher education industry average of 1–3%. High engagement on a smaller account signals genuine community connection.