Day 1, Wednesday, April 14

Noon-1:00 PM
Registration

1:00-1:15
Welcome and Introductions

1:15-2:30
Myths of Social Media
Everybody knows social media is free because you can set up a Facebook account and go to town. Right? Well ... no. From an institutional perspective, social media is not free. It requires plenty of strategy and day-to-day management to be effective. Find out more regarding this and identify other common myths about social media. We invite you to share statements, comments or stories you might have heard about social media so, together, we can determine if they're truths or just myth.

2:45-4:00
Relevant, Responsible, and Creative Uses of the Tools
Just because you have an account with a particular social media site doesn't mean you're going to understand the strengths and the pitfalls of using it. As with any tool, you need a sense of how to harness the most potential without hurting yourself or your institution. After you learn a bit, you can start connecting, so that the tools start to work for you!

4:15-5:30
Social Media Strategy: Managing the Personal, Professional and Institutional
Balancing multiple social media presences intended for different audiences can make you feel like you're living a double (or triple, or even quadruple) life. In this panel discussion, faculty will discuss personal vs. professional content, adding friends, whom to follow, appropriate status updates and photos. Using these issues as a foundation, we'll apply similar policy and decision strategies for institutions as a whole.

5:30-6:30
Networking Reception

6:30
Conference Adjourns for the Day
Dinner on your Own

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Day 2, Thursday, April 15

8:00-9:00 AM
Breakfast Roundtables

9:00- 10:15
Campaigns: How Social Media Can Fit Into a Multichannel Strategy for Fundraising, Marketing or Other Purposes
Are Facebook and Twitter really old hat? Yes-in the sense that it's time for institutions to integrate these and other social media and social networking tools into awareness, fundraising and other types of campaigns. Today's busy and sophisticated consumers (i. e., your constituents, alumni and prospects) respond better when you use multiple channels, especially when you do it with some imagination and flair. In this session, we'll examine successful examples of campaigns that integrate Twitter, LinkedIn, Facebook, Flickr, YouTube, and other Web 2.0 tools with print and other media. We'll explore the characteristics of effective, multiple-channel campaigns and inspire you to create your own.

10:30-11:45
Keynote Address: Being Socially Responsible
Andrew Huff, Editor and Publisher, Gapers Block
The social media landscape changes quickly. How do you keep up? And even if you do keep up, what should you say? What can you say? Andrew will share pointers for developing a strategy for social media engagement, and recommend tools and tactics to help make it a success.


11:45 AM- 1:15 PM
Lunch on your own

1:15-3:00
Social Media, Hands-On
It's time to get creative. The faculty has prepared a scenario; you and your team are tasked with developing a social media strategy for promoting, marketing and generating buzz about the topic. Work in groups and get hands-on with the tools to generate a creative campaign using photos, video, blogs, Web links and everything else in your social media arsenal. At the end of the afternoon, prizes will be awarded to the team with the best proposal.

3:15-4:30
Team Presentations, Judging and Awards Ceremony

4:30-5:30
Faculty Firing Line

5:30
Conference Adjourns for Day
Dinner on your own

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Day 3, Friday, April 16

8:00-9:00 AM
Continental Breakfast

9:00-10:15
Community Management: Monitoring Your Online Reputation and More
Keeping tabs on Twitter, monitoring discussions on Facebook, participating in Flickr groups and contributing to LinkedIn threads can seem like a job all on its own. And it is! Learn more about community management: the art and science of engaging constituents through social media. Take an in-depth look at effective ways of monitoring your online reputation, participating in online conversations, becoming a "digital native" and measuring results.

10:30-11:45
ROI: Data, Numbers and Measuring Social Media
How do you measure up? In the era of accountability and return on investment, justifying budgets and programming is more difficult than ever. How do you manage and measure your social media presence? Numbers are easy, but what do they mean? This panel session will help you set goals and follow up with statistics, metrics and concrete ROI.

11:45 AM-NOON
Conference Wrap Up

NOON
Conference Adjourns

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