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Higher ed social media teams are often expected to “be everywhere” — even when time, staffing, and audience attention are limited. Between shifting platform features, changing student behavior, and pressure to jump on what’s new, it can be hard to make clear decisions about where to invest your energy — and how to justify those decisions to campus stakeholders.
In this session, a higher ed social media practitioner walks through a practical framework for platform strategy beyond video: how to evaluate platforms based on audience, goals, and capacity; how to define the role each channel plays (and what it doesn’t need to do); and how to recognize when a platform or account is no longer worth the effort. Attendees will leave with a decision-making rubric they can apply immediately, along with straightforward language for communicating platform focus, consolidation, or sunsetting recommendations across campus.
Attendees will learn how to:
- Match platforms to audiences and goals (undergrad, grad, adult learners, alumni, parents, faculty/staff)
- Define the job of each platform so every channel has a clear purpose (and success criteria)
- Make capacity-informed decisions when time, budget, or staffing are limited
- Evaluate whether a platform is worth maintaining, using simple signals (reach trends, engagement patterns, effort vs. return)
- Decide when to consolidate, pause, or sunset accounts — and how to communicate that decision constructively
- Create a “focus statement” you can share with stakeholders to explain where you’re prioritizing and why