Leading with Social First: An Innovative Approach to Content Creation

Leading with Social First: An Innovative Approach to Content Creation

January 23, 2018 | 1:00 to 2:00 p.m. EST

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See what one school is doing to enhance their brand and personality as social media leaders in higher ed.

Join us for a webcast that will showcase a successful model for creating content that lets social media lead the charge. Tony Dobies from West Virginia University will discuss:

  • The challenges the institution previously faced
  • How they entered into conversations about taking a more audience-centric and social-first approach to content creation
  • How social media grew to occupy a central strategic place in both marketing and communications
  • Examples and data that show what the results of this social-first approach have been for the university

You will see numerous examples of “social-first content” to help illustrate the concept, and will learn how this approach helped enhance the brand and personality of the institution as social media leaders in higher education.

A Shorter Format

This is a short broadcast designed to showcase a successful model in higher education. In 45 minutes, you will hear a colleague's success story, learn main successes and challenges of a model, have the opportunity to ask questions and get a few pieces of advice about how to proceed on your campus. You will then have 15 minutes to ask any questions that you may have.

Who Should Attend

If you are striving to increase the strategic importance of social media in content planning and creation at your college or university, attend this webcast to see an inspirational story of how one institution has achieved this and hear a few pieces of advice for how you can begin doing the same on your own campus.


The presentation will consist of three main sections:

  • The Impact of WVU’s Social-First Approach to Content Planning and Creation
  • Anatomy of a Social-First Approach: Three Essential Steps
    • Taking stock of who and where your audiences are
    • “Flipping the script” from repurposing for social, to repurposing from social
    • Making social media a focal point for content planning conversations across marketing and communications
  • Practical Advice for Getting Started on Your Campus



Tony Dobies

Social Media Director
West Virginia University

In his current position, Tony Dobies has positioned the University as a leader in higher education when it comes to new and social media platforms. He is a vocal advocate across the higher education community and has spoken at numerous national conferences on the importance of social and digital media in marketing and communications.

At WVU, Tony leads a team that sets the University's social media-specific goals and strategies and helps to use social media effectively through various campus-wide campaigns and initiatives. In 2015, Tony was named a "30 under 30 Rising PR Star" by PR News. In 2016, Tony was also part of a team that won PRSA's "Best in West Virginia" award for the best overall PR campaign in the state in addition to significant recognition for WVU's innovative use of Snapchat and short, social video campaigns. Tony is also an adjunct professor at the Reed College of Media at WVU.

Questions About the Event?

Sarah Seigle Peatman
Program Manager, Academic Impressions

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