Social media engagement in the months following March 2020 hit historically high levels with students away from campus and eager to feel connected. Now as most colleges and universities look more like their pre-pandemic versions, the number of likes, replies and views a post typically fetches has dropped. I wrote this piece for Inside Higher Ed about managing expectations around what social media engagement can look like for campuses, and tips for connecting with on-campus audiences.

P.S. Don’t miss Teresa‘s perspective on some smart ways we are restructuring things at TVP Communications to better serve our clients.