“Best Practice” Doesn’t Mean Everyone Is Doing It

The worst way to start a paper (according to the faculty in my social network) is with the way the dictionary defines something. But that’s exactly what I’m going to do here. Merriam Webster, everyone’s favorite dictionary on Twitter, defines “best practice” as: “a procedure that has been shown by research and experience to produce […]

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Moving From Wow to Why

Think about that least time you heard one of your colleagues talk about a wow-inducing social media campaign from a campus. “Wow, did you see that awesome Can’t Stop The Feeling video that campus made for graduation?” “This school is on Snapchat and does student takeovers every week—wow!” “Wow, I can’t believe a mascot can […]

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It’s Time For Higher Ed Marketers To Embrace Social Listening

Online conversations equal reality for many people In a world where, for most people, reality is what they see on their computers and mobile devices, it is imperative for campuses to understand the online conversation about their brand. While campuses and companies continue to invest money in branding and PR campaigns, the general population is […]

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Free Resource For Higher Ed Marketers and Enrollment Managers

Every higher ed pro I know loves free resources. We’re a unique industry that often shares our “secret sauce” with each other. Unfortunately, that also means that many of us do the same things to attract the same students, and we find ourselves with the same problems. In the higher ed marketplace, enrollment growth leaders […]

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Social Media Metrics Webinar

In September I teamed up with the Direct Marketing Association to present an overview of the article I authored in the 2016 DMA Analytics Journal, Make Metrics Matter: Translating Social Media for Executives. The recording is now available—consider it a free social media metrics webinar! In this 7 minute and 30 second video, I touch on some of the […]

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Higher Ed Social Media Metrics

Most social media managers want to make a snazzy monthly, quarterly, or annual report to communicate the results of their program to the campus community. But, what should you include on the report? Common metrics I’ve seen included are fan/follower counts, reach statistics, and engagement rates. While these are easy to access, I don’t believe […]

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Does Your Campus Social Media Program Matter?

This post was originally written for the Higher Ed Experts Faculty Voices series. As a member of the faculty, I teach Social Media Measurement for Higher Ed, a 4-week online certificate course to help higher education professionals improve their ability to quantify their social media efforts. Three years ago, I left my job as Director […]

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What You Missed at the 2015 AMA Analytics With Purpose Conference

This week I had the privilege to attend Analytics With Purpose, the third annual conference sponsored by the American Marketing Association. Over 200 attendees gathered in San Diego to hear business leaders talk about using data to personalize marketing, understand marketing analytics, conduct unstructured text analysis, build a marketing mix model, and lead a data-centered […]

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Facebook Organic Reach Drop May Not Affect All Pages

Social media marketers have been talking about Facebook reach for years. This week, however, their conversation took on a bit more urgency, thanks to Friday night’s Facebook announcement and a blunt blanket statement from Forrester Research that brands are wasting money by dedicating resources to the network. My first reaction was to ignore this conversation, […]

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Why This Social Media Strategist Doesn’t Worry About Job Security

While browsing LinkedIn this evening, I came across A Requiem for the Social Media Specialist. It’s one of many posts this year that have proclaimed that most everyone with “social media” in their job title will be looking for a job sooner than they realize. It seems that these articles have increased proportionately with the social […]

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