Success Story
University of Highlands and Islands: North, West and Hebrides
New Beginnings, New Feeds, and a Dash of Island Charm
So, when the brand-new UHI North, West, and Hebrides team reached out to us, they
18 December 2024
Inside a hands-on workshop that turned digital doubt into creative confidence for early career researchers.
When the team behind the QUADRAT Doctoral Training Partnership got in touch with us, we knew it would be a great fit. The programme (a collaboration between the University of Aberdeen and Queen’s University Belfast) supports PhD researchers in environmental sciences. And as part of their annual field course in Cromarty, they wanted to add something new: social media training for higher education.
We were asked to deliver a full-day session focused on helping researchers feel more confident communicating their work online – not just for impact, but for their future careers. And we jumped at the opportunity.
So we got to work, helping them benchmark their performance, understand their competitors, and fine-tune their social media marketing strategy for universities.
Social media has become a vital part of how universities and researchers share their work. But for early career academics, it can be a bit overwhelming. Which platform do you use? What do you say? And how do you balance your professional identity with your personal one?
The QUADRAT team knew this wasn’t just about teaching students how to tweet – it was about giving them a clear, strategic approach to building their online presence. And that’s where we came in, blending our experience in social media marketing for universities with a hands-on, confidence-building approach.
We knew from the start this couldn’t just be a one-size-fits-all workshop. So, we did our homework.
Before the session, we spent time diving into how scientists and researchers are using social media well. We followed science communicators across Instagram, LinkedIn, Twitter/X and TikTok noting the formats and strategies that really connected with their audiences. (Let’s be honest – there’s a lot of dry content out there, and we didn’t want this training to fall into that trap.)
We used that insight to shape a session that combined social media strategy for higher education with the real-world needs of researchers. And we knew we had to keep it practical, supportive, and – above all – confidence-boosting.
We split the workshop into two halves – one focused on strategy, and one on creation.
We kicked things off with an open discussion about the pros and cons of using social media as a researcher. It was important to create space for the group to share their doubts, experiences, and questions – which, as always, turned into some rich conversations.
Next, we looked at how to choose the right platform based on personal and research goals. This is a big one – and something we see all the time in our work on college social media strategy. A lot of people feel like they need to be everywhere, all the time. So it was refreshing for participants to hear that actually, one platform done well is more than enough.
We also talked about the difference between content for Instagram vs. LinkedIn vs. TikTok – and how to tailor your message without doubling your workload.
After lunch, the group broke off into smaller teams to film and edit a short video that explained a research concept. The stunning Cromarty setting gave them loads of creative inspiration (seriously, it’s a content marketer’s dream).
Each team member took on a different role (scripting, presenting, filming, editing) and they all came back together at the end for a little showcase. There’s always something really rewarding about seeing people’s faces light up when they realise, “Hey… we actually made something great!”
That’s the magic of hands-on content marketing for educational institutions. It’s about giving people the tools and space to try things out.
There was a real shift in energy by the end of the day.
Participants who were initially hesitant about being on camera left feeling proud of what they’d made. They had a clearer understanding of their goals, knew which platforms worked best for them, and had a practical plan going forward.
Some nice wins:
✅ Videos created and edited on the day
✅ Clearer understanding of social media platforms
✅ A framework for blending personal and professional identities online
✅ Increased confidence and creativity
“I found the exercise on adapting research for different platforms really useful and interesting.”
“I’m so glad we weren’t told we had to post everywhere. I’ve now got a strategy that actually feels doable.”
The QUADRAT team were happy too – and we’ve already used the feedback to shape next year’s version of the workshop. This is where digital marketing strategy for universities becomes something living and evolving – not just a document sitting in a folder.
This was one of those sessions that really stuck with us. The combination of a beautiful setting, a curious group of participants, and a leadership team that truly cared about future-proofing researcher skills made it special.
It also reminded us how common this challenge is. Across all the universities we work with, we hear the same thing: “Our staff and students know social media is important, but they’re not sure where to start.”
And that’s why this kind of training matters. Not just because it ticks a skills box, but because it helps researchers build the confidence and clarity they need to take ownership of their online presence.
Plus, when researchers share their work effectively, that visibility filters up to the university itself – boosting reputation, reach, and ultimately, research impact.
Whether you’re looking to build a more confident team, grow your research visibility, or just finally figure out what to do with that Instagram account – we’ve got you.
From content marketing for university departments to full-scale social media marketing strategies for colleges, Forumm is here to help you bring your digital ambitions to life.
👉 Let’s chat about what your team needs.
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