Confessions of a Higher Ed CMO — with Jaime Hunt

Live at AMA: Building Community in a Virtual Classroom

Episode Summary

Host Jaime sits down with Christian Cardona, Social Media Manager for ODU Global, to explore the unique challenges and opportunities in managing social media for online learners. As a first-time attendee at the AMA conference, Christian shares his reflections, dives into strategies for building digital communities, and highlights the critical role of storytelling in fostering engagement among non-traditional students. This engaging conversation sheds light on how social media can effectively amplify the experiences of online learners, even when separated by distance.

Episode Notes

Host Jaime sits down with Christian Cardona, Social Media Manager for ODU Global, to explore the unique challenges and opportunities in managing social media for online learners. As a first-time attendee at the AMA conference, Christian shares his reflections, dives into strategies for building digital communities, and highlights the critical role of storytelling in fostering engagement among non-traditional students. This engaging conversation sheds light on how social media can effectively amplify the experiences of online learners, even when separated by distance.

Key Takeaways

• Storytelling is essential: Highlighting faculty, student, and alumni stories builds trust, community, and enhances a school’s brand identity.
• Challenges of online communities: Unlike traditional campuses, finding and amplifying student stories in an online program requires proactive effort, leveraging tools like social media comments and team collaborations.
• Engagement matters: Online learners often engage through platforms like LinkedIn and Instagram, with their feedback and stories forming the backbone of digital content.
• Team collaboration is key: Remote teams thrive with structured communication, fun interactions, and occasional in-person gatherings.
• Online learning spaces must reflect reality: Content for online programs should showcase students’ environments, from their homes to workplaces, emphasizing authentic day-to-day learning experiences.

What’s it like to manage social media for online learners? 
Christian Cardona shares his experience transitioning from managing on-campus social media to leading ODU Global’s online initiatives. Unlike in-person campuses where engagement happens naturally through visible activities, building connections online requires strategic outreach. Christian emphasizes the importance of storytelling—gathering insights from faculty, staff, and even comments on social media posts to highlight students’ unique journeys.

How do you foster community for online learners? 
Creating a sense of belonging for online students hinges on meaningful interactions. Christian notes that online learners often leave valuable feedback through social media posts, which helps identify standout individuals. By focusing on personal, relatable stories, the ODU Global team uses platforms like Instagram, Facebook, and LinkedIn to drive engagement and foster a supportive digital community.

What’s the secret to a successful remote team? 
Christian highlights the importance of structured communication within his fully remote team. Tools like team chat platforms and weekly collaborative meetings maintain a sense of connection. A yearly in-person gathering helps solidify bonds and offers an opportunity to brainstorm collectively. Even in a digital-first world, these personal connections translate into better storytelling and collaboration.

How do you create engaging content for online programs? 
For online learners, showcasing relatable moments—like studying at home or thriving in a career—is critical. Christian’s team works across photography, videography, and graphic design to tell stories that resonate. The goal is to depict the authentic realities of online learning, making the experience tangible for prospective students.