The way people–especially Gen Z–share on social media is evolving. Are people using institutional hashtags? Where are all the grid photos? We’ll explore alternatives to the traditional concept of user-generated content through new interactive storytelling features on social media platforms.

Session Description: Let's talk about vertical video! You've put it off because you don't have the time or resources but its time for all social media professionals to invest in making content in the vertical video format. Here's how!

Session Description: Giving Days have become one of the fastest-growing fundraising trends within Higher Education to help increase annual donor engagement. Olivet Nazarene University completed its sixth annual Day of Giving event in April 2022 with record-breaking results posting a 28% increase in gifts over 2021 (705 gifts in 2021 and 902 in 2022) and a 53% increase in dollars over 2021 ($113,924 in 2021 and $174,152 in 2022). This success was a direct result of the implementation of a new "champion" program, targeted social media efforts, and a defined strategic communication plan. In this presentation, we will outline how to recruit event volunteers or "champions" and equip them for the successful promotion of the fundraising event. We will also discuss how to capitalize on the use of social media to effectively engage audiences and encourage participation. Attendees will leave this session feeling empowered to apply the concepts learned at their respective organizations with the goal of achieving increased donor awareness and support.

Session Description: Let's be honest, Instagram doesn't know what it wants to be, your numbers are down on Facebook, you don't have the staff nor resources to run a successful TikTok account (same with Snapchat), and who knows what's going to happen next with Twitter. Hello, LinkedIn! Since the social media channel was purchased by Microsoft in 2016, it has transformed into a space that is no longer just for jobseekers, but for minds of all kinds, making slight algorithmic adjustments that favor engagement, and backend offerings that allow for much more creative content and endless testing opportunities.

Session Description: Strategically engaging with faculty to amplify their dynamic expertise is an immensely and inclusively effective way to build impactful connections with communities by addressing current societal concerns & contributing to crucial conversations.

Session Description: We are all content creators! That’s a phrase we use often in our communications office at Pomona College. From our writers to photographers and from our graphic designer to student workers, we have empowered every member of our communications team to cultivate content ideas and produce content specifically for social media. Full team participation in the development of social media content has allowed our team to meet our social media goals. More importantly, it allows communicators to churn out purpose-driven, entertaining and valuable social media content for your followers. Here we will discuss ways to get your communications team members to think and work like content creators no matter what position they hold in your organization. This is especially helpful for organizations with smaller communications teams and staff members who play various roles.

Session Description: Mental health. Racism. Sexual assault. These are topics that we tend to shy away from on social media, but our Gen Z audience expects more from us. In this session you’ll learn how to take a difficult topic to a successful campaign–and what success means when you’re veering off the typical track. From stakeholders and approvals to creative uses of native social tools, you’ll leave this session empowered to address tough topics with courage and empathy. Your presenters are field tested on this topic. Rachel Rodemann Putman led her team at the University of Arkansas–Fort Smith to a 2022 CASE Grand Gold award for its “Mental Health Monday” student-oriented digital campaign. In that effort, Putman engaged her Campus Counseling Clinic to provide resources to individuals and help craft content for proactive outreach. The social media team led by Rebekah Tilley with the University of Iowa Tippie College of Business won a 2022 CASE Gold Award for its “Black in Business” digital campaign. It passed the mic to its Black business students and served as a model of a creative process that empowered rather than perpetuating “oppression porn.”

Session Description: When issues arise at our institutions - both on and off social media - our first reaction is to go “dark” on social media. While that’s definitely a needed reaction in certain instances, sometimes social media can help you formulate a thoughtful and informed response. Learn from examples from various institutions on how to use social media listening to respond thoughtfully and how to incorporate various listening tools into your overall strategy. Additionally, you’ll learn how to create a response plan for when issues arise at your institution - or in the world - to avoid posts coming across in bad taste or tone deaf.

Session Description: Do you know who your stakeholders are? What are your analytics reports telling you about them? Charming your stakeholders is crucial for the advancement of all institutions. In this session, you will learn about the art of setting social media parameters, what to really look for in your analytics dashboard, and how to blend creativity with your campaign goals. Revealing your stakeholders is just the beginning; knowing where to take them and how... Well... That's the fun part!