TikTok Tips and Creator Partnership Lessons with Geisha Garcia from U. of Miami

TikTok Tips and Creator Partnership Lessons with Geisha Garcia from U. of Miami

Author: Convince & Convert April 4, 2025 Duration: 40:22
Social Pros Podcast
BusinessMarketing

How can universities harness the power of social media to elevate their institution, engage students, and build lasting communities on and off campus? Geisha Garcia, Executive Director of Social Media at the University of Miami, knows the impact of strategic content, influencer partnerships, and community-driven storytelling. In this episode, we dive into how Geisha's team creates authentic, high-performing content, fosters collaboration with students, and integrates social media into broader institutional initiatives. From student creator programs to major brand activations, Geisha shares how social teams can claim their seat at the table and drive meaningful engagement.

Full Episode Details 

Geisha Garcia joins host Jason Keath on this episode of Social Pros to share how the University of Miami is redefining higher ed social media through authenticity, collaboration, and strategic content creation. She dives into the impact of student creator programs, how her team balances institutional messaging with relatable social-first content, and why engagement is just as important as content itself.

With brand activations playing a bigger role on campus, Geisha explains how social teams can proactively integrate into broader marketing initiatives—rather than reacting after the fact. She also breaks down the power of influencer partnerships, why micro-influencers often outperform big names, and how community management on TikTok is a game-changer.

Geisha also shares how her team stays ahead by fostering collaboration, testing formats like carousels, and pushing for social's seat at the table—ensuring it remains a strategic force within the institution.

Stay tuned after Geisha's interview for a conversation with Jason, Zontee and Sunny about Convince & Convert's new newsletter, The Trend Line.

In This Episode:

  • 1:55 - UMiami's social partnerships with other universities
  • 7:15 - Successes and lessons learned from UMiami's TikTok account
  • 8:31 - UMiami's new student creator program and how it operates
  • 15:24 - How Geisha and her team found the current students in the creator program
  • 17:54 - How the student creators benefit from the program
  • 20:30 - The social strategy for UMiami's centennial celebration, and how it's been executed
  • 24:40 - Community management on TikTok
  • 26:05 - Choosing the right partnerships that will resonate with your audience
  • 26:56 - How to correctly collaborate with brands on university socials
  • 29:57 - Geisha's advice for aspiring social pros
  • 32:30 - Zontee, Jason and Sunny discuss C&C's new newsletter, The Trend Line

 

Resources:


For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.
Author: Language: English Episodes: 100

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