Your Brand, Your Story: Communicating Who You Are Effectively
In the age of digital communication, personal branding and storytelling can be just as important as your resume or professional experience. How you present yourself online often shapes first impressions, making it essential to communicate who you are with intention.
Platforms like LinkedIn offer opportunities to get connected with alumni, build professional networks and showcase your skills and accomplishments. More than a digital resume, it allows you to create a narrative around your personal and professional growth by being intentional in your interactions and building authentic connections. LinkedIn can reshape your profile into a powerful tool for networking and personal branding.
To better understand how to do this effectively, we spoke with Nick Pomes (’19), director of social media and University of Houston alumnus. Under his direction, UH has 1,137,246 total followers and is ranked No. 22 among 364 NCAA Division I colleges and universities and No. 1 across Texas schools and the Big 12 Conference on Instagram, Facebook and X. In 2025, UH’s total engagements were up 88.9%.
Pomes shared his perspective on how intentional strategy and emotional storytelling can help create an authentic brand, as well as his experience representing UH as a national brand and capturing Cougar pride through social media.
Director of Social Media and UH alumnus Nick Pomes (’19)
Director of Social Media and UH alumnus Nick Pomes (’19)
How have you seen social media strategy evolve over the past few years, and what changes have had the biggest influence on your work?
NP: I think social media strategy has become more focused on intentionality. There is so much content competing for people’s attention that institutions have to be more thoughtful about what they post, why they are posting it and whether it is actually going to resonate. In my work, that means thinking more critically about what is worth elevating and making sure our content feels timely, relevant and genuinely engaging rather than just filling space.
Why is it important to differentiate UH from other universities in the social media sphere? What unique challenges does that entail?
NP: Higher education can easily start to sound and look the same online. Many universities are telling similar stories about rankings, research, student success and campus life. If UH is going to stand out, our content has to reflect what is distinctive about this institution: the energy of Houston, the momentum of the University, the variety of experiences here and the ambition of our students, faculty and alumni.
The challenge is that universities are very broad organizations with many audiences. We are speaking to current students, prospective students, alumni, faculty, staff, media and the general public all at once. Finding a voice that feels clear, authentic and recognizable across all of that takes a lot of intention. The goal is not just to look different for the sake of it. It is to make sure people come away with a strong sense of what UH is and why it matters.
Congratulations on receiving the UH Young Alumni Network’s Rising Star Award earlier this year! What does this recognition mean to you personally and professionally?
NP: It means a great deal to me. Personally, it is very meaningful because UH has shaped so much of my life. I came here as a student, built important relationships here and now have the opportunity to help tell the University’s story professionally. To be recognized by a community that has been so formative to me is something I do not take lightly.
Professionally, it was affirming because a lot of social media work happens behind the scenes and moves very quickly. You spend a lot of time thinking strategically, making decisions in real time and trying to represent an institution well in a crowded space. This recognition made me feel seen not just for the work itself, but for the care and responsibility that go into it.
5 Ways to Win on LinkedIn
1. Follow Your Fellow Coogs
Keep up with the latest news by following the University of Houston, President Renu Khator and other UH leadership.
2. Follow Your Peers
Keep up with your contacts at other universities, and encourage them to follow you back.
3. Bragging Rights Welcome
Share your department’s good news on your personal LinkedIn. If you have time to include a photo, video and a few insights, even better!
4. Sharing Is Caring
Share your UH colleagues’ posts to amplify their work.
5. Tag a Friend
Tag your colleagues and the University in your posts so we can all share your good news.
From Cougar to rising star, Nick Pomes shines on stage with the 2026 Rising Star Award at the UH Young Alumni Network.
From Cougar to rising star, Nick Pomes shines on stage with the 2026 Rising Star Award at the UH Young Alumni Network.
How has being a UH alumnus influenced your work?
NP: It gives me a deeper emotional connection to my work. I am not approaching the University as an outside observer. I know what it feels like to be a student here, to be proud of this place and to want people to understand what makes it special. That perspective helps me think more carefully about what stories are worth telling and how to tell them in a way that feels real.
It also gives me a strong sense of responsibility. When I am posting on behalf of UH, I understand that I am representing a place that has had a major impact on my own life. That motivates me to do the work thoughtfully and at the highest level.
Cap, gown and a Cougar hand sign — ready for what’s next.
Cap, gown and a Cougar hand sign — ready for what’s next.
“When I am posting on behalf of UH, I understand that I am representing a place that has had a major impact on my own life. That motivates me to do the work thoughtfully and at the highest level.”
What is one of your favorite UH social media campaigns and what made it unique?
NP: Each year, I love creating content during our men’s basketball team’s March Madness runs. There is a very small window to capture those moments well, so it requires strategic planning, strong creative instincts and the ability to adapt in real time based on what is happening in the game and how people are responding.
What I especially like about that work is that it brings together so many sides of UH at once. We get to share athletics, school spirit, Houston pride and institutional storytelling all in one. At its best, it feels much bigger than a series of posts. It is really about documenting and amplifying an incredible level of pride for the University and the city.
Following Houston’s Sweet 16 victory over Purdue in 2025, a post defending Coach Kelvin Sampson took off online, earning 1.6 million impressions and coverage from ESPN.
What are the inspiration and strategies used for marketing and social media?
NP: A lot of inspiration comes from paying close attention to culture, audience behavior and the emotional core of a story. I look at what people are responding to, what is shaping conversations online and what makes someone stop scrolling. But inspiration is only one part of it. Strategy matters just as much.
For me, effective social media starts with understanding the audience and the purpose of a post. From there, I think about what format best fits the story or concept, what angle will feel most compelling and what platforms make the most sense. I also believe strongly in balancing planning with flexibility. A good strategy gives you structure, but you also need room to respond to timely moments that can outperform what was originally on the calendar.
What advice would you give to people interested in building their professional presence online?
NP: Be intentional and be consistent. A professional presence online does not mean trying to sound overly polished or posting constantly. It means having a clear sense of how you want to be perceived and making sure what you share supports that. It also helps to have a public portfolio that is easy to find.
I would also say that credibility matters more than volume. Share work you are genuinely proud of, offer perspective when you have something meaningful to say and make sure your online presence reflects your actual strengths and interests. Over time, people get a sense of who you are based on patterns, not one post.
It is also important to remember that professionalism online is not just about self-promotion. It is about how you engage with others, how thoughtfully you communicate and whether people come away seeing you as someone who adds value.
“Share work you are genuinely proud of, offer perspective when you have something meaningful to say and make sure your online presence reflects your actual strengths and interests.”
Describe UH in three words.
NP: Ambitious, resilient, Houston.
Is there anything else you would like to add?
NP: Managing social media for a university is not just about promotion. At its best, it helps shape perception, builds pride and connects people to a larger story about who we are. That is what makes the work meaningful to me. It is creative, but it is also deeply tied to reputation, community and identity. One of the most rewarding parts is finding ways to make people feel seen and connected through those everyday interactions online.
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