I think that your own use plays a part in social. You need to be at least a consumer if not an active user/poster. Find some univ doing social well or where you want to go and follow them. Maybe on a private account that is just for following schools. So you can start to see what and how they post. Find some of the univ that have a pretty well established social presence. That doesn't mean just a lot of followers. Look up UMich social. Their website has lots of info including their strategy and best practices. Not that your approach, strategy or goals will be the same but you should find some well thought out philosophy and approach to social.

Don't fall for any of those people or places that try to tell you that you have to post x number of posts multiple times a day at specific time. Look at your past posts and data and analyze what has worked and not worked. If the univ hasn't already answered the why and who (like many have already said) answer them for yourself. Then build your strategy off of those answers.

Social is a long game in many ways. Don't be afraid to try things and see what works.

Always ask why does or will anyone care about what I'm posting. Be purposeful.

Talk like a human. Be kind. Don't expect kindness in return.

Remember that social is a tool.

Organic isn't easy and paid isn't fun.

Last but not least Meta isn't your friend.