A question for professionals: How to approach creating a solid social media strategy for accounts with a lot of followers but no meaningful engagement?

Long story short, I work at a small public university in Eastern Europe that lost its social media team due to pay cuts 2 years ago. I have over 5 years of experience with comms but not social media in particular. From February 1 I will be taking over our social media accounts and my tasks will be the following:

- Understand our follower base (100k+ on LinkedIn, 45k+ Facebook and 15k+ Twitter) and definite our target audience (build brand personas)

- Create a social media strategy for each platform with an end goal to drive more course enrollments

- Generate genuine engagement and increase brand awareness.

Easier said than done :) One of the reasons why is because we have a decent follower base but we get minimal engagement. Our current graphic designer is a skillful and creative beast, but whatever she creates + however great the copy is, we get like 2 likes, 4 likes per post, etc.

So far, the strategy is to post the same post on all platforms simultaneously, but as you may see from the previous stats it hasn't been working really for us unless we opt to pay. My theory is that we have a lot of fake (irrelevant) followers that someone bought years ago and they are part of the problem from the algorithm perspective.

If you have any words of wisdom, tips on how to approach this etc. I would be more than grateful. I am not a social media professional but until a more competent professional joins our team I will have to take care of our social media presence and I want to do it in the best way possible.

Thank you!

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