Streamlined and Strategic: Optimizing The Account Creation and Downsizing Processes

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With dozens (or even hundreds) of social media accounts across departments, programs, and initiatives, higher ed institutions often face a complex digital ecosystem that can dilute brand voice, confuse audiences, and drain resources. This panel tackles the critical, but often overlooked, processes of account creation, auditing, and downsizing to ensure your institution’s social presence is both strategic and sustainable.

Panelists will share how their teams approach new account requests, conduct regular audits to evaluate account performance and purpose, and navigate the sometimes sensitive task of sunsetting underperforming or duplicative channels. Learn how to build a clear account hierarchy that aligns with institutional goals, supports campus-wide storytelling, and earns buy-in from stakeholders.

Discussion topics include:

• Establishing clear criteria for launching new accounts and evaluating existing ones

• Creating a centralized review process and governance model for account requests

• Communicating the why behind account closures to gain trust and minimize pushback

• Crafting offboarding plans for closing accounts, archiving content, and redirecting audiences

• Defining a campus-wide account hierarchy that clarifies roles and avoids redundancy

• Using data to make informed decisions and demonstrate impact