Distinct, Not Disconnected: Building Your Department or School’s Identity Within a University Brand

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Managing social media for a school, college, or department within a larger university brand presents unique challenges. Teams must balance institutional guidelines with the need to connect authentically with specific audiences — all while navigating approvals, consistency, and expectations from multiple stakeholders.

In this panel, higher ed social media professionals who manage department- and school-level accounts share how they’ve built distinct identities that align with — rather than compete with — their university brand. Panelists will discuss how they interpret brand guidelines, collaborate with central communications teams, and develop content that serves their audience while supporting broader institutional goals.

This session offers practical insights for anyone working within a multi-account university ecosystem, with a focus on collaboration, clarity, and cohesion.

Attendees will learn how to:

• Define a clear role and voice for a department or school account within a university ecosystem
• Work within institutional brand guidelines while still creating content that feels authentic and relevant
• Collaborate productively with central communications teams, even when priorities differ
• Decide what content belongs where — and when to elevate, share, or step back
• Build trust with stakeholders while maintaining consistency across platforms