Christina Chin

Social & Digital Content Strategist
University of British Columbia, Okanagan Campus

Christina Chin is the Digital Communications Coordinator for the Associate Vice President (AVP), Student Communications team at UBC Okanagan. In her current role, Christina leads the strategy behind all social media accounts under the AVP, Students portfolio, content planning and development for the Student Life social media channels, and a team of Student Content Creators. She also collaborates with communicators across campus, acts as the lead editor for the student website, and is an editor for the UBCO Life bi-weekly newsletter. Christina strives to build community on campus through social media and ensure that students can use the information they receive online to customize their university experience. To achieve this vision, she developed a portfolio-wide social media strategy to ensure that all student communications are strategically aligned, timely, and accessible for students. 

In her free time, Christina enjoys swimming, hiking, snowboarding, and traveling to new places.

Christina Chin’s Session

12:30 p.m.–1:15 p.m. Pacific — Monday, October 23, 2023

Case Study: Implementing a Portfolio-Wide Social Media Strategy for Student Communications

University marketing and communications teams continuously face the dilemma of having too many social media accounts across campus. When there’s a social media account for every unit, team, faculty, and degree, it’s difficult to know who is sharing what, it’s challenging to manage strategy and branding, and it’s particularly difficult for students to know where to get the information they need to thrive on campus. 

When reflecting on the state of our social media channels within the students' portfolio at UBCO, it was clear that there were too many accounts without any oversight or strategy. We saw an opportunity to create a coordinated portfolio-wide strategy to ensure all student communications moving forward are shared in a timely, strategic, and professional way that provides student value. In the last year, we have consolidated our Instagram accounts to eight total profiles and developed a strategically aligned social media strategy implemented across the portfolio. 

Takeaways from this session: 

  • A blueprint for streamlining university social media communications in a current and valuable way for students. 
  • A case study to support future proposals to consolidate accounts and align social media strategies at your institution 
  • A list of best practices to get started on enhancing social media processes on your team 
  •  Lessons learned about building relationships and trust on campus to advance social media strategies 
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