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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 research, publishing, and training on issues that directly impact the sustainability of higher education. Under his direction, AI has published hundreds of articles and papers, interactive training programs, and topical and timely webcasts, serving over 50,000 academic and administrative leaders across 3,500 colleges and universities.

Amit leads and manages AI’s research, programming, and publications on higher ed leadership development. Many of AI’s research and thought leadership papers have been authored by Amit, including The Other Higher Ed Bubble, Small but Mighty: 4 Small Colleges Thriving in a Disruptive Environment, General Education Reform: Unseen Opportunities, and Meeting the Challenge of Program Prioritization.

Amit has consulted with dozens of higher ed leaders, cabinet members, and board members—discussing current challenges and practical solutions while helping to identify which issues they can address to best impact change at their institution. Amit is a frequent contributor to Forbes, discussing issues in higher education. He also serves as an active board member of The Challenge Foundation, an organization helping low-income students successfully earn a college degree.

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 or edited more than 500 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, Director of Program Development

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.