San Francisco 2020   |    First Responders 2020   |    Chicago 2020   |    Influencer Marketing 2020   |    Talk to a live representative: 888-409-4418

Krista Berend

Director of Social Media
Texas A&M University

Krista Smith is the Director of Social Media in the Division of Marketing & Communications at Texas A&M University. Krista works to curate the digital presence of the university to grow the Texas A&M brand and provides strategic direction for the university’s social media program. She has built and managed content and campaigns across Texas A&M’s social media platforms, leading to the university consistently being recognized as one of the most engaging and influential universities online. Krista holds a B.A. in Communication from Texas A&M and an MBA with a concentration in marketing from the University of Houston.

Krista Berend’s Session(s):


10:00 am–10:45 am — Wednesday, October 16, 2019

Social Media Personas: How to Build Out Your Institution's Voice and Tone on Social Media

Having a clearly identified brand voice and personality across your social channels is one of the most important components of your social strategy. How do you leverage what you know about your audience to define a presence that will resonate with and engage them?

This panel will dive into examples and insights around discussion topics including:

  • Describing the difference between voice and tone, and the role your institutional voice should play in your social media strategy
  • The process of developing your institution's voice on social
  • No campus? No football? Don’t force it. What makes YOUR audience feel proud/nostalgic/connected/emotional, and how do you harness that? Hint: the “cheerleader” persona doesn’t work for everyone.
  • How informal is too informal? Which emoji are safe? Finding the “fun, well-read party guest” persona, somewhere between stuffy press releases and (embarrassing) impersonations of your students
  • If you can make it here… Notes on taking tone/style inspiration from your location(s)
  • Building guidelines for your institution or department's social media
  • Trying to be trendy. When to utilize trending topics, plus examples of good and bad uses of trending topics

Copyright © 2019 by Global Strategic Management Institute | Terms and Conditions | Privacy Policy | Code of Conduct