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

Official website RSS
instagramlinkedinspotify
Social Pros Podcast
Podcast Episodes
[Bonus] How Marketers Can Build a Culture of Data and Experimentation [not-audio_url] [/not-audio_url]

Duration: 36:21
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How did this non-marketing but data-driven leader become a Chief Marketing Office…
Why Micro-Virality Is the New Social [not-audio_url] [/not-audio_url]

Duration: 36:08
It's inevitable. Social media is changing. And if you're not up to date with the trends, your strategy might be left in the dust. Since Gia Lee, the Chief Strategy Officer at NinetyEight, was last on the show, we wanted…
Greatest Hits: 600th Episode [not-audio_url] [/not-audio_url]

Duration: 52:09
What do social pros today need to know about the top platforms to get ahead? We look back at one of our favorite discussions from 2023 that marked 600 episodes of Social Pros! We asked none other than former Social Pros…
[Bonus] How Marketers Can Use Data to Become More Goal-Oriented [not-audio_url] [/not-audio_url]

Duration: 38:02
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How can data help marketing and sales teams achieve their goals? A common mistake…
How Higher Ed Can Do Better on Social for Their Students [not-audio_url] [/not-audio_url]

Duration: 35:34
What do students want to see when researching potential schools? It's a question that all higher education marketers need to ask, and the answers aren't always obvious. But good news! Our latest research, the 2024 Higher…
[Bonus] How to Drive Impact in Your Organization with Data [not-audio_url] [/not-audio_url]

Duration: 41:34
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How can organizations drive real impact with data? Many organizations already hav…
Greatest Hits: How Better Half Is Breaking Social Molds [not-audio_url] [/not-audio_url]

Duration: 39:16
How do some of the top brands like Netflix, Nike, and Disney drive audience participation and fandom? We find out in this episode, where we look back at one of our favorite conversations from last year with Alyssa Bonann…
How Salesforce Breaks B2B Social Stigmas with Influencers [not-audio_url] [/not-audio_url]

Duration: 47:40
The B2B space is not something you usually associate with the world of influencer marketing. And yet, Salesforce is leading the way in B2B influencer collaborations. How? We find out in this episode of Social Pros with M…

«123456789...23»