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Mike Petroff

Director, Content Strategy
Harvard University

In his current role, Mike Petroff works to connect stories, data, and action through the University’s digital and social channels. His role is focused on finding innovative and effective ways to bring Harvard content to global audiences.

His team produces, distributes, and measures multi-channel content for digital platforms, including Harvard.edu and associated websites, the Harvard Gazette, email, and evolving social media and mobile platforms.

Outside of Harvard, Mike regularly presents at conferences including Confab, SXSW Interactive, and CASE on content strategy, social media, and analytics.

Before joining Harvard University, Mike led web marketing and content development for the Admissions Office and online recruitment efforts for Emerson College. He also led the College’s first social media strategy implementation.

Mike Petroff’s Session(s):


2:00 pm–2:45 pm — Thursday, October 11, 2018

PANEL: Setting KPIs and Measuring the Performance of Your Social Media Programs

Panelists will share insights on:

  • Taking the fear out of analytics: how to get started
  • How to create a measurement framework for content development and distribution on social media
  • Ways to measure success beyond insights delivered by social media platforms
  • How to share analytics with non-technical team members
  • A look into organic social vs. paid social analytics
  • Best practices to connect analytics to an overall social media strategy

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