The social media manager’s blueprint: aligning content with leadership goals
Jenny Li Fowler, Director of Social Media Strategy,
Massachusetts Institute of Technology (MIT) 🇺🇸
The role of a social media manager has never been more vital. As the bridge between your audience and leadership, you’ll translate audience behavior into actionable intelligence — ensuring leadership goals align seamlessly with content creation. By listening, learning, and leading, you’ll create content that delivers results and evolves with your audience.
Using my 6M framework, you can build a social media strategy that can withstand any algorithm change or shift in the industry.
Here are my 6Ms of social media:
1. Mission — What are your goals?
2. Message — What stories are you telling?
3. Management — What are your processes and procedures?
4. Medium — What are your primary platforms?
5. Metrics — What are you tracking?
6. Monitoring — Are you listening to your audience?
By applying the 6Ms, you’ll equip leadership teams with actionable insights to make smarter, data-driven decisions and earn leadership trust and buy-in.
Jenny Li Fowler is the director of social media strategy at the Massachusetts Institute of Technology (MIT) and author of “Organic Social Media, How to Build Flourishing Online Communities”. She is also host of the podcast, “Confessions of a Higher Ed Social Media Manager”. Jenny heads the development and execution of Institute-wide social media initiatives and campaigns and provides consultation for crisis communications. She provides guidance and direction for more than 260 departments, labs, and centers, and manages MIT’s flagship social media accounts. Prior to MIT, she served as Social Media Manager and Web Editor for the Harvard Kennedy School of Government. Jenny is a trusted voice in higher ed social media and across the social media marketing space.