{"id":223742,"date":"2024-04-15T08:30:47","date_gmt":"2024-04-15T12:30:47","guid":{"rendered":"https:\/\/www.montclair.edu\/newscenter\/?p=223742"},"modified":"2024-04-15T13:51:08","modified_gmt":"2024-04-15T17:51:08","slug":"how-montclair-discovered-the-secret-sauce-for-social-media","status":"publish","type":"post","link":"https:\/\/www.montclair.edu\/newscenter\/2024\/04\/15\/how-montclair-discovered-the-secret-sauce-for-social-media\/","title":{"rendered":"How Montclair Discovered the \u2018Secret Sauce\u2019 for Social Media"},"content":{"rendered":"<p>Line up the chicken wings and hot sauce and you\u2019ve got the makings for a Montclair State University <em>Hot Ones<\/em>-styled talk show called <a href=\"https:\/\/www.youtube.com\/watch?v=zVv_h6dUxec\"><em>Red Hawt<\/em><\/a>, a newly launched YouTube video featuring President Jonathan Koppell, who talks all-things Montclair while eating increasingly spicy wings.<\/p>\n<p>Produced by the University\u2019s digital communications team, <em>Red Hawt<\/em> delivers a fresh twist on the ways social media in higher ed can share the institution&#8217;s story and engage current and prospective students on the platforms they use every day.<\/p>\n<p><iframe title=\"Video: President Koppell Answers Our Burning Questions | Red Hawt\" src=\"https:\/\/www.youtube.com\/embed\/zVv_h6dUxec?feature=oembed\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen style=\"width: 500px; height: 281px; border: 0px solid #000;\"><\/iframe><\/p>\n<p>In New Jersey, no one does social media engagement better than Montclair. Videos produced by Paul McGroarty \u201920, social media manager, and a team of student ambassadors, often get millions of views on <a href=\"https:\/\/www.tiktok.com\/@montclairstateu?lang=en\">@montclairstateu TikTok<\/a>; <a href=\"https:\/\/www.instagram.com\/montclairstateu\/\">@montclairstateu Instagram <\/a>is tops among the state\u2019s colleges and universities when ranked in followers, engagement and reels reach.<\/p>\n<p>\u201cWe make it fun but there is a lot of strategy behind it,\u201d McGroarty says. \u201cA lot of the things we&#8217;re doing are very intentional to share the Montclair story, especially with prospective students. Research shows 73% of aspiring students use social media to explore schools.\u201d<\/p>\n<p>Since joining the University three years ago, Koppell has made being social a priority. Posts have featured him <a href=\"https:\/\/www.instagram.com\/p\/Cx61S-3ugdG\/\">playing clarinet <\/a>with the Clarinet Choir, <a href=\"https:\/\/www.instagram.com\/p\/C5EiQE6JWiE\/?img_index=1\">taking the field<\/a> with the Red Hawk baseball team, <a href=\"https:\/\/www.instagram.com\/p\/CxEh-_Jpi--\/?img_index=1\">prepping meals<\/a> during Day of Service, and with the new meet and greet <a href=\"https:\/\/www.instagram.com\/p\/C3DWOpbO7Ei\/?img_index=1\">Presidential Pop-ups<\/a>, taking selfies \u2013 which the campus has dubbed \u201cKoppellfies\u201d \u2013 to encourage students to get involved in campus activities.<\/p>\n<p>\u201cI think it\u2019s important to roll up our sleeves and join students in doing whatever it is they\u2019re most passionate about,\u201d Koppell says. \u201cI find that shared experiences lead to some of the best conversations and that\u2019s when I really hear what\u2019s on their minds.\u201d<\/p>\n<figure class=\"responsive-image-holder wp-caption alignnone\"><img decoding=\"async\" class=\"mlt-responsive-image\" data-original-image=\"\/newscenter\/wp-content\/uploads\/sites\/15\/2024\/04\/113023_1218_Hot_Ones_Mock_Koppell-LAROSA.jpg\" src=\"\/responsive-media\/cache\/newscenter\/wp-content\/uploads\/sites\/15\/2024\/04\/113023_1218_Hot_Ones_Mock_Koppell-LAROSA.jpg.0.1x.generic.jpg\" alt=\"A woman wearing a Red Hawk logo t-shirt, interview President Koppell over chicken wings with spicy sauces.\"\/><figcaption class=\"wp-caption-text\">Ashley Petrosine, a junior Exercise Science major and Red Hawk lacrosse player, hosts the conversation with President Koppell on \u201cburning\u201d campus issues while eating hot wings.<\/figcaption><\/figure>\n<p>The social media team behind the <em>Red Hawt<\/em> video includes McGroarty and about a dozen students, including Ashley Petrosine, a junior Exercise Science major who hosts the show. The team regularly creates content and video, mainly for TikTok, Instagram and YouTube shorts.<\/p>\n<p>\u201cWe try to find that line of showcasing what\u2019s really cool about Montclair, but also educating students, giving them information and providing entertainment that engages them and creates a stronger bond for them with the University or intrigues prospective students about Montclair,\u201d McGroarty says.<\/p>\n<p>Some of their hits with big clicks: @montclairstateu Pi Day video, which earned more than 7.5 million views on <a href=\"https:\/\/www.tiktok.com\/@montclairstateu\/video\/7346229546141682987?is_from_webapp=1&amp;sender_device=pc&amp;web_id=7247134912325912110\">TikTok<\/a> and more than a million views on <a href=\"https:\/\/www.instagram.com\/p\/C4f40ivOMYw\/\">Instagram<\/a>. A relatable homecoming video<a href=\"https:\/\/www.tiktok.com\/@montclairstateu\/video\/7167115238947474731\"> asking parents their students\u2019 major <\/a>has been viewed 5 million times. Koppell\u2019s first Instagram cameo \u2013 <a href=\"https:\/\/www.instagram.com\/p\/CVoNDlILLqr\/\">Wear a mask<\/a> \u2013 promoted safe Halloweening in the age of COVID-19 with quick costume changes.<\/p>\n<p>\u201cWe need to meet students where they are and engage with them in ways that build human connections. That\u2019s an often overlooked \u2013 but critical \u2013 component if we\u2019re truly going to set them up for their own success,\u201d Koppell says.<\/p>\n<figure class=\"responsive-image-holder wp-caption alignnone\"><img decoding=\"async\" class=\"mlt-responsive-image\" data-original-image=\"\/newscenter\/wp-content\/uploads\/sites\/15\/2024\/04\/113023_0388_Hot_Ones_Mock_Koppell-LAROSA1.jpg\" src=\"\/responsive-media\/cache\/newscenter\/wp-content\/uploads\/sites\/15\/2024\/04\/113023_0388_Hot_Ones_Mock_Koppell-LAROSA1.jpg.0.1x.generic.jpg\" alt=\"Stage crew with lights and boom mics set up for the video shoot.\"\/><figcaption class=\"wp-caption-text\">University Videographer Christodoulos Apostolou, left, sets up microphones for the filming of<em> Red Hawt. C<\/em>ameras were operated by students in a School of Communication and Media practicum class, from left, Ben Archer Macmillan, Eylan Tureikeh and Nick Batelli.<\/figcaption><\/figure>\n<p>Last year, Montclair launched a cooking show \u2013 <a href=\"https:\/\/www.montclair.edu\/newscenter\/2023\/05\/04\/cooking-with-koppell-launches-on-hawk\/\"><em>Cooking with Koppell<\/em><\/a> \u2013 which is student-produced and streams on <a href=\"https:\/\/streamstak.com\/hawkplus\/\"><strong>Hawk+<\/strong><\/a>, the official streaming platform of Montclair\u2019s School of Communication and Media. On the show, Red Hawks use Montclair\u2019s famed Red Hawk Diner to prepare a family recipe or a dish that reminds them of home. Amid the cooking and conversation, Koppell learns more about the people who make the University such a diverse, inclusive and vibrant community.<\/p>\n<p>On <a href=\"https:\/\/wmscradio.com\/\"><strong>WMSC 90.3 FM<\/strong><\/a>, the University\u2019s award-winning student radio station, Koppell moonlights as <a href=\"https:\/\/www.montclair.edu\/magazine-archive\/spring-summer-2022\/dr-ks-vinyl-fantasy-funhouse\/\">\u201cDr. K, the Doctor of Funkology,\u201d<\/a> spinning his collection of vinyl 45s while wearing paisley bell-bottom pants and a gray fedora.<\/p>\n<p>\u201cI find it\u2019s helpful for students to see me at times a little more relaxed,\u201d Koppell says. \u201cBeing human makes you more approachable, which opens up dialogues to better understand what students want and need in order to succeed.\u201d<\/p>\n<figure class=\"responsive-image-holder wp-caption alignnone\"><img decoding=\"async\" class=\"mlt-responsive-image\" data-original-image=\"\/newscenter\/wp-content\/uploads\/sites\/15\/2024\/04\/113023_0677_Hot_Ones_Mock_Koppell-LAROSA.jpg\" src=\"\/responsive-media\/cache\/newscenter\/wp-content\/uploads\/sites\/15\/2024\/04\/113023_0677_Hot_Ones_Mock_Koppell-LAROSA.jpg.0.1x.generic.jpg\" alt=\"Two young men prepare the set.\"\/><figcaption class=\"wp-caption-text\">Gerard Gagliano of Gourmet Dining, left, and Paul McGroarty set up the sauces.<\/figcaption><\/figure>\n<p>The <em>Red Hawt<\/em> talk show involved numerous people and departments on campus, including Broadcast and Media Operations and the president\u2019s office. The social media team created an online poll for student questions, with Koppell answering hot-button topics from traffic and parking, expanding on-campus housing and asking about the possibility of Red Hawk athletics moving up to NCAA Division I, to the personal, &#8220;People say you look like Keanu Reeves&#8230;&#8221; \u2013 all while eating the wings prepared by Gourmet Dining, Montclair\u2019s dining service provider.<\/p>\n<figure class=\"responsive-image-holder wp-caption alignnone\"><img decoding=\"async\" class=\"mlt-responsive-image\" data-original-image=\"\/newscenter\/wp-content\/uploads\/sites\/15\/2024\/04\/113023_0941_Hot_Ones_Mock_Koppell-LAROSA.jpg\" src=\"\/responsive-media\/cache\/newscenter\/wp-content\/uploads\/sites\/15\/2024\/04\/113023_0941_Hot_Ones_Mock_Koppell-LAROSA.jpg.0.1x.generic.jpg\" alt=\"A plate of chicken wings with spicy sauces behind them.\"\/><\/figure>\n<p>The sauces used in-house-created recipes, including traditional barbecue, Korean and Thai chili, all deemed (spoiler alert) not spicy enough. \u201cChallenge accepted,\u201d says Gerard Gagliano of Gourmet Dining. \u201cWe will definitely get hotter sauces for next time.\u201d<\/p>\n<p><em>Story by Staff Writer<\/em> <a href=\"https:\/\/www.montclair.edu\/profilepages\/view_profile.php?username=lehrenma\"><em>Marilyn Joyce Lehren<\/em><\/a><em>. Photos by John J. LaRosa for Montclair State University.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>You May Also Like:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.montclair.edu\/newscenter\/2023\/05\/04\/cooking-with-koppell-launches-on-hawk\/\"><strong><em>&#8216;Cooking With Koppell&#8217; Launches On Hawk+<\/em><\/strong><\/a><\/li>\n<li><a href=\"https:\/\/www.montclair.edu\/newscenter\/2021\/12\/23\/gettin-down-with-the-doctor-of-funkology\/\"><strong><em>Gettin&#8217; Down With The Doctor Of Funkology\u00a0<\/em><\/strong><\/a><\/li>\n<\/ul>\n<script type=\"text\/javascript\">\n\/\/ Output tags as a list for Google Analytics custom dimension\nwindow.MSU_TagList = [];\n<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Burning Questions: No topic is too hot for President Jonathan Koppell in the \u2018Red Hawt\u2019 wings challenge<\/p>\n","protected":false},"author":257,"featured_media":223753,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[123,10],"tags":[],"class_list":["post-223742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-homepage-news","category-university"],"_links":{"self":[{"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/posts\/223742","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/users\/257"}],"replies":[{"embeddable":true,"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/comments?post=223742"}],"version-history":[{"count":13,"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/posts\/223742\/revisions"}],"predecessor-version":[{"id":223797,"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/posts\/223742\/revisions\/223797"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/media\/223753"}],"wp:attachment":[{"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/media?parent=223742"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/categories?post=223742"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.montclair.edu\/newscenter\/wp-json\/wp\/v2\/tags?post=223742"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}