Using Social Media to Deliver Strategic Communications

It’s common to hear phrases like “think strategically,” “strategic communications,” or “marketing strategy.” Yet, for all of our education and focus on using strategy to deliver keyinitiatives, one thing is often overlooked: delivery of that information. This seems to be especially the case with social media and how many organizations approach it. In my experience, this problem is accentuated in the world of higher education.

In colleges and universities, there is often a disconnect on how to...