Social Media Management

Miva’s first convocation ran in four cities simultaneously: Lagos as the main ceremony, with Abuja, Port Harcourt and Jos hosting parallel viewing centres. No precedent, no playbook.

I owned the content plan end to end — the pre-event runway that built anticipation, live coverage on the day, and the post-event social listening report.

Coverage was the hard part. One team can’t be in four cities, so I recruited student volunteers in each location, briefed them on exactly what to shoot and who was shooting what, and ran live posting across all seven channels from all four sites as the day unfolded. I also turned the graduating class into the campaign: a branded hashtag, running prompts in the weeks before, and collab posts so their own accounts carried the story further than ours could reach alone.

Miva spends heavily on paid social. My job was to prove the organic channel was worth running at all.

I rebuilt the content strategy around a fixed calendar — defined pillars, weekly cadence, formats mapped to each platform — so the channel performed every week rather than whenever someone had an idea. LinkedIn was the bet. A university selling postgraduate degrees needs an audience of working professionals, not a large one, and LinkedIn is where that audience already is. I built the page around content that treated the reader as a peer rather than a prospect.

The number that mattered more sits in Google Analytics. Organic social drove 50,010 sessions to Miva’s site, up 51.78%, and 1,101 key events, up 315.47%. Organic was 4.5% of social traffic and delivered 23% of social conversions. Session engagement ran 37.12% against paid’s 9.98%, with average engagement time four times longer.

Cheaper traffic that converted six times harder per session.

Miva is a fully online university with a growing physical footprint — Study Centres and Community Centres across several states. What it didn’t have was student-generated content, the kind that does more for an institution’s credibility than anything the official account can post.

So I built it. The Creatives Club runs 100+ students nationwide. I mentor them on content creation, manage a ten-person executive team, and several of them now run the three Miva student pages — @mivastars, @miva_stars_portharcourt and @miva_stars_jos.

Launched immediately after the maiden convocation, while the graduating class was still posting about it. The window was narrow and the audience was warm.

I built and launched all seven channels in the same fortnight, and used the convocation’s momentum as the acquisition engine rather than starting cold.

uLesson’s social had gone quiet. I rebuilt the calendar across Instagram, Facebook, X, LinkedIn, TikTok and YouTube, and focused on content that earned its way to non-followers rather than talking to the existing base.

AfriLabs connects 400+ innovation hubs across Africa. I ran social for five channels — AfriLabs, AfriLabs Connect, AfriLabs_AG, the AU Digital and Innovation Fellowship, and ONEPlanET — alongside the 2021 and 2022 Annual Gatherings, RevUp Women and Catalytic Africa.

The thing I’m proudest of isn’t a metric. I founded and ran a community for the social media handlers across those member hubs, so hubs in Lagos, Nairobi and Kigali were sharing what worked instead of each solving the same problem alone.

I led a volunteer team of 10–15 across copy, design and page management, building public support for the Nigerian Startup Bill and keeping ecosystem stakeholders engaged through the legislative process.

Neo Cloud Technologies was an early-stage startup selling enterprise management platforms — school management and student information systems, hospital information systems handling records, billing, scheduling and inventory, and equivalent systems for hotels — alongside a tech training arm, where I delivered the digital marketing course. I ran social from a standing start and grew Instagram roughly 1,700% in six months on organic content alone, with unique impressions up more than 300-fold. Elsewhere: the Miva Study Centre launches across several states, from announcement through opening; Freshers Connect for every cohort since May 2024, three a year; the 2024 and 2025 matriculation ceremonies, the 2024 edition keynoted by Prof. Yemi Osinbajo; the uLesson Classboard launch; influencer campaigns across programme launches and milestones; admissions fairs, the Miva merchandise debut, and student milestone campaigns.