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Social Media: From Tactics to Strategy


Letter from Amit Mrig, President, Academic Impressions

In the corporate sector and in higher education, organizations that have succeeded in using social technologies to move the needle on their strategic goals have done so by using these tools to enhance what they already do best – rather than treating social media as an entirely new effort.

To make effective use of social media, you don’t need a new “social media strategy”; you just need to identify how these new tools can enhance your existing strategy. Can Facebook help you extend the reach of your current recruiting efforts? Can Twitter help you boost student engagement in large lecture halls? Social media represents an expansion of your tool kit for addressing perennial challenges.

Colleges and universities that have seen success with social media have also resisted the urge to centralize or restrict these new channels; they have instead focused on empowering users through centralized support and education. This has allowed them to both limit risk to the institution and maximize the potential good.

In this issue, we have brought together leading social media consultants and strategists, faculty developers, and forward thinkers in marketing and alumni relations to help you apply these ideas to your recruitment, fundraising, and teaching and learning strategies. We hope their advice will be useful to you.

In This Issue

Social Media: Not a Brave New World
Social Media and Student Recruitment
In and Out of the Classroom: Using Social Media in Ways that Matter
Social Media and Alumni/Donor Engagement
Providing Central Guidelines and Support for Social Media


We invite you to watch a recording of a webcast we recently hosted featuring a Q&A panel that focused on integrating social media efforts in support of strategic priorities across campus.


Join us in Dallas (Fort Worth), TX from March 25 - 27, 2013 and learn how to set social media strategy, broaden your tactical reach, and cultivate supportive and engaged communities.

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About the Authors

Amit Mrig, President and CEO

Amit co-founded Academic Impressions in 2002 to provide a variety of educational products and services that help higher education administrators tackle key, strategic challenges. Since 2002, AI has designed and directed hundreds of conferences and has served representatives from over 3,500 higher education institutions. Besides designing and leading events for cabinet-level officers focused on strategic planning, budgeting, and leadership development, Amit leads Academic Impressions’ ongoing research into the five- and 10 year challenges facing higher education and plays a lead role in outlining each issue of Higher Ed Impact: Monthly Diagnostic to highlight how college and university leaders can take an institution-wide approach to answering those challenges.

Daniel Fusch, Director of Publications & Research

Daniel provides strategic direction and content for AI’s electronic publication Higher Ed Impact, including market research and interviews with leading subject matter experts on critical issues. Since the publication’s launch in 2009, Daniel has written more than 350 articles on strategic issues ranging from student recruitment and retention to development and capital planning. If you have a question or a comment about this article, feel free to contact Daniel at daniel@academicimpressions.com.

Tunde Brimah, Senior Conference Director

Tunde specializes in Academic Impressions’ professional development offerings in instructional technology and academic affairs. His work with AI has included innovative and practical professional development offerings on emerging topics such as accountability for student learning, creating significant teaching and learning experiences, copyright compliance, formative/summative faculty evaluation processes, online/blended and mobile learning, and social media in teaching and learning among others. He researches conference topics, designs the curricula, and selects faculty to offer in-depth and interactive in-person and Web conferences.

Tunde’s educational background is in educational technology, leadership innovation, and policy. His professional experience includes years of teaching at the college and graduate level. He has also worked with national, state, and local legislatures as a researcher/policy analyst on educational, health, and legislative management issues. Tunde is a Ph.D. candidate in educational leadership and innovation with a concentration in administrative leadership and policy studies at the University of Colorado Denver. He holds an MPA and MA from UCD and University of Illinois at Urbana-Champaign, respectively, and a BA from Loyola University Chicago.