Real Voices. Real Experiences. Real Impact.

Today’s college student is balancing academics, jobs, friendships, finances and their mental health…many of them, for the first time in their lives. Then I consider the constant pressure they’re under to juggle all of that and figure out what comes next in a world that is increasingly complex and ambiguous. It’s overwhelming just to think about!

It’s obvious why they need quick access to accurate, trust-worthy information that matches their fast-paced lifestyle. And it makes sense that social media has become much more than entertainment for this generation of students. It’s fast, convenient and (perhaps most importantly) it’s where they’re already living. It’s where they feel comfortable getting information, building community, seeking support and making decisions about their daily lives.

College can feel overwhelming, especially for students trying to find belonging in a large and fast-moving environment. Social media helps bridge that gap. It gives students a way to ask questions they might not ask in person. It creates space for smaller communities to be recognized. It helps students feel like their campus is listening to them, not just speaking to them.

Social Media Is the New Campus Commons

We’re often asked how we’re measuring the ROI of using social media to build community. It’s an interesting ask to me considering that previous generations relied on bulletin boards, email newsletters and word-of-mouth to stay informed — all of which are much harder to quantify.

Today’s students live in a digital-first world where information is dynamic, up-to-the-minute and where everyone’s attention is limited. We have to meet them where they are…and they’re not checking their inboxes for emails throughout the day. They are scrolling Instagram between classes, responding to DMs, watching short-form videos and engaging with content that feels immediate and relevant.

At NASPA’s 2026 Annual Conference, Sodexo Senior Manager of Marketing Communications Katie Bragaw’s presentation, “How New Approaches to Social Media Can Help Colleges Effectively Communicate with Today’s Students,” highlighted and reinforced this clear and critical shift in campus communications.

Katie emphasized how the goal is no longer to just communicate with students, but to, again, meet them where they are — on platforms where they feel comfortable and engaged. And those organizations who adapt to social media-supported strategies are better positioned to help students in meaningful ways.

One example from Katie’s presentation that really highlighted how successful this new approach can be was a case study about one university’s shift from formal emails to quick Instagram DMs. Not only did that shift immediately (and dramatically) increase response rates, but it also revealed something important: students are not disengaged. They are simply engaging somewhere else. Universities and colleges must meet them there.

Social Media as the New Ultra-Responsive Search Engine

Aside from entertainment, social media plays a practical role in student life. They rely on it to quickly get answers to their questions, decide where to eat, determine which events are worth attending and what campus services are available. They know that using social media is often faster and more reliable than searching a website or waiting for an email response.

As a matter of fact, 40% of 18-24-year-olds use Instagram and TikTok instead of Google Maps to find a place to grab lunch.³

And Katie’s presentation emphasized that — as with everything else for this on-the-go generation — responsiveness and speed matter. Gen Z has limited patience, and delayed responses can make them feel like they’re being ignored. Quick, informal replies in DMs, comments or story interactions tell them that you care enough to be responsive.

Authentic Content That Connects  

When you’ve grown up surrounded by a barrage of online content, you quickly recognize messaging that feels overly polished, overly promotional or disconnected from real life.  

Which is why Gen Z responds to the authenticity that is inherent in social media. They only want to engage with brands, institutions and campus partners that feel human. They want conversations, not announcements. They want to know that their feedback matters and that someone is actually listening.  

In her presentation, Katie described a recent collaboration between a university’s marketing team and its Muslim Student Association regarding the observance of Ramadan. The team communicated using Instagram DMs and formed a partnership that provided timely information about Suhoor meal boxes, Eid celebrations and culturally relevant dining experiences.  

Moments like this matter. Communicating in a way students felt comfortable did more than promote dining services or a particular event — it helped students feel represented and empowered.  

From Influence to Impact: Empowering Student Creators 

Harnessing the influencer mindset of Gen Z with peer-to-peer marketing seemed like a logical next step for Sodexo’s marketing teams. Launching messaging campaigns using an affiliate marketing model has turned into an easily scalable and highly successful method to connect with and empower students in a way that feels natural to them.  

An example may include giving a student their own redemption code to share with their social media followers, who can then use the code toward a product purchase. And that is only one idea of many — your marketing teams will appreciate having the opportunity to get creative and develop programs that build community while giving students something special that’s exclusively meant for them.  

Sodexo’s efforts in affiliate marketing have resulted in immediate, authentic content that allows students to earn money, flex their creative chops and get a taste of professional social media management while engaging their peers with common campus experiences around dining.  

Engaging, Supporting & Meeting Students Where They Are

 
Today’s students rely on social media because it helps them navigate a world that often feels overwhelming and uncertain. It offers information, connection, validation and community — in the spaces they already trust. 

For colleges and universities, this presents an important opportunity — not because social media is new, but because students are using it differently. When institutions show up authentically, respond quickly and create space for real dialogue, social media becomes more than a marketing channel. It becomes a powerful student support and retention strategy. 

Sources: 
 
1–2. Bragaw, K. (March 2026). How New Approaches to Social Media Can Help Colleges Effectively Communicate with Today’s Students [Presentation]. 2026 NASPA Annual Conference 
 
3. Forbes Coaches Council. (2022, September 19). TikTok as a search engine: What marketers can do to improve their reach. Forbes. https://www.forbes.com/councils/forbescoachescouncil/2022/09/19/tiktok-as-a-search-engine-what-marketers-can-do-to-improve-their-reach  
 
4. Aguilar, J. (October 2025). Why Automated Communication May Be Losing Its Impact [Post]. LinkedIn. https://www.linkedin.com/posts/jenn-aguilar-9813452_why-automated-communication-may-be-losing-activity-7366507408505896962-brMQ  
 
5. Clutch. (2026, May 7). Brand authenticity playbook: 2026 consumer data. Clutch. https://clutch.co/resources/brand-authenticity-playbook-2026-consumer-data  
 
6. Franck, T. (2024, September 14). More than half of Gen Z want to be influencers—but it’s constant. CNBC. https://www.cnbc.com/2024/09/14/more-than-half-of-gen-z-want-to-be-influencers-but-its-constant.html