Rachael Hagerstrom’s Session
12:45 p.m. - 1:30 p.m. PT — Monday, October 26, 2026
On campus, uncertainty is constant. Policy shifts at the federal level. Breaking news that directly impacts students. Emerging conversations that escalate quickly online. Higher ed social media teams are often the first to spot these moments — but the most effective teams don’t rely on improvisation when the unexpected happens.
Not every challenge on social media is a crisis. But knowing how to navigate ambiguity, especially when you don’t yet know what’s coming, is a critical skill. This panel brings together higher ed social media and communications professionals to explore how teams cultivate readiness before issues arise. Through proactive listening, internal alignment, and clear escalation frameworks, panelists will share how they prepare for uncertainty in ways that aren’t topic-dependent, whether the moment involves institutional policy changes, national events, or on-campus developments.
Rather than focusing solely on worst-case scenarios, this session emphasizes building adaptable systems: monitoring the right signals, sharing insights with the right stakeholders, and establishing response pathways that can flex to the issue at hand. Attendees will learn how to move from issue awareness to intentional action — with clarity, coordination, and resilience.
Attendees will gain insight into how to:
- Build monitoring practices that surface emerging risks and audience sentiment early
- Translate social listening insights into actionable updates for leadership and campus partners
- Develop response frameworks that work regardless of the specific topic or trigger
- Differentiate between issues, moments, and true crises — and calibrate response accordingly
- Establish internal guidelines for moderation, escalation, and cross-team coordination
- Prepare leadership and stakeholders ahead of time with shared expectations and defined roles
- Support team well-being during high-pressure or emotionally charged situations
