From the outside, managing a Seattle University Instagram account could seem effortless with trend-filled videos and photos of campus life. However, behind every post is a student balancing responsibility, creativity and a highly public role in influencing how the university is seen.
Students like Mattea Skeen, a third-year communications and media major, find both joy and pressure in their work. In her role as the Communications and Media Department’s social media and events coordinator, she has discovered that a successful post begins long before it hits the feed. To ensure that what she’s drawing inspiration from isn’t specific to her own algorithm, Skeen typically starts her process by looking for successful videos by other university accounts and researching which formats and trends are doing well on social media overall.
“I spend a lot of time scrolling TikTok,” Skeen said. “It’s honestly one of the best parts of the job.”
After selecting an idea, she recruits professors or students, plans the filming, and after carefully editing she submits the finished product to Caitlin Carlson, chair of the Communications Department, for approval.
According to Skeen, Carlson gives her complete creative freedom and only intervenes when necessary. Skeen has been motivated by this trust to try new things and improve the department’s voice. Skeen makes an effort to keep the account engaging, even though it must remain professional.
“I try my best to have a more professional voice,” Skeen said. “But I also want it to be fun.”
One of her biggest challenges has been finding that balance between professionalism and entertainment. She is aware that boring content would not keep students interested, but she also understands that managing an academic department’s account entails adherence to standards for accuracy and tone, so even the smallest graphic design decisions count.
Her connections with the Communications Department have changed as a result of the role too. She now spends more time in the office and meeting professors whom she might not have taken classes with. The job has forced her to step outside of her comfort zone. For Skeen, it used to be scary to approach strangers for recording or interviews, but she now considers it part of the job.
“I have to be okay with going up to people,” Skeen said. “The worst they say is no.”
While Skeen’s account focuses on academic life, other Seattle U social media accounts capture another aspect of the student experience. Valeria Bravo, a second-year marketing major, manages the Instagram account for MECHA, a culture-based club aimed at Latin students at Seattle U. She sees the account as more of a place for creating community rather than just a platform to share information.
“I wanted to feel represented,” Bravo said. “We’re such a minority on campus, so I wanted a place where I belong.”
The majority of the content focuses on moments to make students feel seen, photos of members and clips of community activities. One recent post shows snapshots of meetings through the quarter, where students pose with Rudy the Redhawk and enjoy snacks at meetings. For other posts, Bravo creates visuals using Canva and submits them to the president or vice president for approval and then posts them. She has more creative freedom because, unlike academic departments, clubs don’t require direct faculty supervision for social media accounts.
At almost every meeting or event, Bravo also makes a point to take pictures. Her personal experiences as a first-year student who wished she had seen more pictures of regular club life is why she is driven to capture each event. She says that people want to see themselves and simple picture collections of members have been the club’s most popular posts. Their recent fall quarter reflection post has garnered over 140 likes.
Bravo’s biggest struggle with managing the account is keeping up with the amount of content. She is in charge of documenting, editing and publishing nearly everything from MECHA’s frequent social and cultural events but she still finds the work rewarding.
“I’ve gained a lot of insight into how running a club works,” Bravo said. “It’s also helped me learn about marketing, social media and time management.”
Students who follow these accounts notice the effort behind the content as well. Katie Wong, a first-year nursing major, says she does not often engage with Seattle U’s social media posts, but certain accounts still capture her attention.
“Usually, the posts that are posted by the SU Hawai’i club,” Wong said. “It’s usually about an upcoming meeting or an interesting event.”
Wong follows the Seattle U Hui O Nani Hawai’i Club Instagram account because she is from Hawai’i and a member of the club. She also follows the main Seattle U account for campus updates and the Seattle U College of Nursing account because of her major. These accounts often post photos of campus, post about events like bake sales and club meetings and celebrate successes from students and athletic departments. She appreciates seeing updates, but believes Seattle U could connect better with students by including more student voices.
Managing a Seattle U Instagram account requires student employees to juggle keeping up with trends, making posts on tight deadlines and representing an organization to the entire campus. While each club or department poses a unique challenge to the manager, Skeen and Bravo have both found the same principles for success: be adaptable, keep trying new things and don’t take rejection personally.
