Admissions Sites: These Caught My Eye

During the past couple of years, I’ve been a judge for CASE, UCDA and CASE District VIII. One of the benefits of serving on judging panels is you get the chance to see some incredible work from talented people on campuses around the country. Really, there’s a lot of good higher ed admissions stuff out there. For your inspiration, this post includes four student recruitment sites that caught my eye while judging.

All four of the sites I will mention here were winners. The Biola Undergraduate Admissions site was a 2011 CASE Circle of Excellence Silver Award winner. Washington State University and Pacific University won gold and silver, respectively, in the category of Websites: Student Recruitment Subsection of the 2013 CASE District VIII Communications Awards. The fourth site, Eastern Illinois University’s Admissions, won Gold in the 2012 UCDA Design Competition.

In my view, all of these sites are strong examples of what a student recruitment website needs to be. Are they perfect? No. Do they inspire? Yes. The four sites I reference here display four characteristics I think are important for admissions sites:

1. Be who you are.
2. Know your demographic.
3. Feature the academic programs.
4. Make it high impact.

Be who you are.
As soon as you land on the Biola University site it feels different. From the color palette, to the welcome to our world theme, this site is probably an immediate “Yes, I want to apply!” for some, and a “Nope, this isn’t for me.” for others. Biola understands that you get right fit students when you give prospectives an authentic view of what you are and what you are not. I think one strength of the Biola site is that prospective students immediately know this is an all-Christian community. The brand of Biola is clear and bold.
I also like:

• The student blogs on Tumblr.
• “Majors” and “Life at Biola” as front and center navigational elements.
• The use of illustration and graphics to enhance photography (see the Campus Culture section of the site).

http://undergrad.biola.edu/

Know your demographic.
The Washington State University site has an Instagram feel that is well-suited to the high school student demographic. The treatment of the photography, the choice of typography and the layout are all really appealing. With very little text, the homepage packs a punch and quickly responds to many of the interests, worries and fears of 16- to 18-year-olds looking at colleges.  (The site also looks good on a phone!) The Washington State University site connects with the demographic.
I also like:

• The fixed left-column menu.
• The many ways you can interact with the site.
• The WSU Admissions Pinterest.
• The Fields of Study graphic on the “Academics & Majors” page.

http://admission.wsu.edu/index.html

Feature the academic programs.
Pacific University uses five landing pages — “think. see. teach. heal. lead.” — to cover academics in a compelling and meaningful way. The left-column menu on each of the landing pages is the list of majors! Pacific offers detail about the academic programs in a digestible and informative way.
I also like:

• The short videos offering a sense of place and culture.
• The theme lines like “Sometimes the biggest ideas come from small places.” and “Bring your imagination to the global marketplace.”

http://www.pacificu.edu/discover/

Make it high impact.
The Eastern Illinois University Admissions site is high impact. The use of color and photography is strong and the texture in the background is cool. The copy on this site is also high impact: “The deal goes like this. You give us four years, and we give you a future. You give us your best effort, and we give you devoted faculty and staff who work with you to ensure you reach your highest potential.”
I also like:

• The simple navigation (the menu labels are super clear!).
• The Life @ EIU section.
• The theme lines throughout (“When overthinking is a good thing.)

http://www.eiu.edu/admissions/

More on student recruitment from the mStoner blog:

• How to build better major and degree pages. (Doug Gapinski)
• Telling Your Research Story (Kylie Larson)

What’s been catching your eye?
Let me know about your favorite student recruitment websites. I’d like to feature more of them here.

Web Strategy for Graduate Schools Part 2: A Potpourri of School of Education Websites

To continue our series on graduate school web strategy, I visited the websites of 15 schools of education. Similar to the approach I used for writing a post about schools of business and law, I started with a few assumptions about what I might find. Unique aspects of schools of education include:

• Lots of degree options that seem similar, and frankly, are confusing (e.g., Ed.D., Ph.D., M.Ed., M.S., Executive Ed.D., Ed.S.)
• Lots and lots of events
• Lots of interesting, community-based centers and institutes that serve the public
• Lots of continuing education options for non-degree seeking, local teachers

Finally, I had a general impression that school of education sites would be less corporate, using imagery with more faces (female) and less facilities (campus architecture). Here’s what I observed when looking at the 15 websites:

Degree/Program Search
There are many degree options and I found two sites that offer a solid way to search for the program that’s right for you:

• The Find the Right Program for You… widget on the Rutgers University site is nicely done.
• Similarly, the left-column Programs widget on the Loyola University Chicago site is really helpful and easy-to-use.

Audience Gateways
Although audience gateway pages are a conventional way to serve a range of audience needs, I was looking for an interesting approach:

• I liked Northwestern’s Faculty & Staff Resources gateway page. The IA and clean layout keep the large number of links from feeling overwhelming.
• George Washington University presents a different set of homepage links depending on how you self-identify in an Explore GSEHD widget in the right column.

Given the expected number of prospective, non-degree seeking students, I was surprised that only two of the 15 schools I looked at include them in the audience gateways. The two I found use Education Professionals or Non-Matriculated Students as labels.

Event Calendars
Twelve of the 15 schools include events in the topic navigation, as a homepage feed, or both. But the calendar functionality on these sites is subpar. Many are just listings of events and offer no option for filtering and sorting events. This deficiency is not unique to schools of education; the implementation of a solid, full-featured calendar is something that continues to elude many, many higher ed sites.

Social Media
School of ed sites include social icons but not much social media integration was noted. Columbia University’s Teachers College integrates a Twitter feed and I did find blogs at:

• Fordham
• Sonoma State University
• NYU’s Steinhardt

Faculty Experts
Speaking of Teachers College at Columbia, I was drawn to the Faculty Experts tab in the TC Media Center section of the homepage. After a few minutes spent trying out their database, I realized it was the only reference to faculty experts I’d seen on my tour of school of education sites. This is surprising and is perhaps due to limited staff resources for the web in schools of education.

Centers and Institutes
Surprisingly, centers and institutes aren’t given prominence on 13 of the 15 sites I reviewed. And, I found no interesting way to list links to the center/institute websites. What I did find a lot of was…

Slide Shows
Of the 15 schools of education websites I looked at, 12 have the rotating/randomized homepage slide show. Unfortunately, only two of the 12 slideshows use exclusively brand-based feature content. The other 10 mix in announcements and news; or sometimes, offer no message-based content at all. A lost opportunity in my view. Actually, the impact of the centers and institutes that aren’t prominent enough (see above) would be wonderfully-evergreen feature content for a homepage slide show.

Look and Feel
Let’s wrap up by talking about look and feel. Cohesive brand identity between schools and colleges and “the university” was the topic of an earlier post on graduate web strategy. Now, I am the perpetual optimist and my next sentence feels less than positive; in fact, it’s probably the first negative statement I’ve made on the mStoner blog. Honestly, I was underwhelmed by the look and feel of the random set of school of education sites I visited. I was correct that there are a lot of female faces; many more people shots and fewer images of campus architecture (and that’s good!) Still, as compared to my tour of business and law graduate sites, many of the school of education sites were more dated and less professional looking. My gut says this is likely a question of resources. You don’t have to tell me that graduate business and law schools have more money than schools of education. I wonder if this is an argument for schools of education taking advantage of a better set of web templates offered by the university?

Can we talk about Drake University’s School of Education site?
The mStoner team was fortunate to work with the team at Drake University and a redesign of drake.edu launched in January 2013. The School of Education at Drake also relaunched their site using the new templates and it’s a great example of the power of a cohesive web presence.

Yeah, I know, mStoner worked with Drake and I work for mStoner. What am I going to say other than great about a site within the mStoner portfolio? My point is this: using a professionally-designed web template centrally offered by the university is a smart choice if resources and skills are limited at the school or college-level.

One final bit of advice: As you are benchmarking your own site, embrace the potpourri. Don’t focus on finding one graduate school website to use as your inspiration for greatness. Learn from the pieces and parts you find on a multitude of sites.

Webinar Recording Available for “Strategy Leads to Success”

In case you missed it, we recorded our recent webinar, Inspired by the Cheshire Cat: Strategy leads to success.

We all want exceptional communications for our campuses, right? The fact is, if you want to be successful, you can’t just do some stuff and hope for the best. Where you want to end up matters.

In reality, strategy is difficult. It takes time. It includes risk. It requires decisions. I hope the webinar provides a few useful tips for your campus communication strategy. Here are a few spoilers from the recording:

• I went on 16 campus tours when my children were looking at colleges. It was at that point that I realized how similar our messages to prospective students are.
• We sound a bit like Charlie Brown’s teacher when we talk about ourselves. It’s hard to distinguish our messages from those of other colleges and universities.
• Strategy is not the phase you skip because you’ve waited so long to start the project.
• Just because it worked for the school down the street doesn’t mean it’ll work for you. #nocookiecutter
• Strategy is about understanding your brand.

University = Schools and Colleges. Why do they want to be different?

I have to be honest. When I think about websites of graduate schools, the first thing that usually comes to my mind is the expected struggle around “looking different” from the university site. Most of you won’t be shocked about that impression; if you are, go browse around. You’ll certainly find plenty of examples of school or college sites that have their own look and feel. In some cases, and worse yet, there is no reference to the university at all. Consider that in my wanderings, I even found this statement in the footer of two school sites: “Content may not have been approved by or reflect the views of ___ University.”

I took a peek at the websites of Arizona State University, Florida State University and Yale University to get a random sample of how the websites of schools and colleges differed from the main university sites. I was interested in the level of web design consistency between the university site and the school and college sites. Here’s what I found:

In the category of very consistent, there was Florida State University:

• FSU College of Business
• FSU College of Education
• FSU College of Law
• FSU College of Medicine
• FSU College of Visual Arts, Theatre & Dance

A sort of consistent web presence, perhaps we’ll call it familial, was Arizona State University:

• ASU W.P. Carey School of Business
• ASU Sandra Day O’Connor College of Law
• ASU Ira A. Fulton Schools of Engineering
• ASU Mary Lou Fulton Teachers College

And, Yale was an example of not consistent at all:

• Yale School of Architecture
• Yale School of Management
• Yale School of Music
• Yale School of Drama

Why do they want to be different from the main university website?
Often, communications professionals in a college or school state that the audience they need to reach is completely separate from the audiences of the university. And, in the case of medical schools and law schools, this is unequivocally true. But schools of business, architecture, journalism and engineering (and more) often have both graduate and undergraduate programs. They have a lesser claim to make about serving a separate set of students and alumni.

Maybe schools and colleges don’t want to be different but they feel they have to be. Sometimes the main website is not a compelling and professional representation of the university and individual schools and colleges feel they must strike out on their own to meet their audiences’ expectations for their digital presence. For example, a business school might determine that a site optimized for mobile is a clear expectation from prospective MBA students. If there is no university-wide mobile strategy or near term plan for responsive web design, the business school may feel forced to move ahead with optimizing their own site for mobile. They simply can’t wait.

It is not unusual for schools or colleges to be located away from the main university campus. This geographic separation contributes to the development of a community of people who act as a subset of the university. I think sometimes pride about their school or college is a reason to want a distinctive look and identity. But what do students think about these brand distinctions? When home for winter break, do the students at the Ira A. Fulton Schools of Engineering say they go to Arizona State? When music grad students in New Haven meet someone new, do they say they go to Yale School of Music or simply Yale? While there are exceptions (Wharton), graduate students tell us that they value the connection between their school and the overall university brand.

What are the minimal brand identity elements for a school or college site?
Frankly, it is sometimes hard for me to understand why an individual school or college does not include name references for the university of which they are a part. After all, the school or college exists only because the university exists. Here are two elements that I think should be always be included on a school or college site:

• A prominent logo or word mark that links to the university homepage and is consistently located (the upper-left corner is typical placement)
• The university name in the footer

What say you? Does a solid web strategy include design consistency? If a college or school website is well done but dissimilar to the main university site, does it matter?

I am at the #UCDA Design Summit this week.

I’m fortunate enough to be at the UCDA Design Summit again this year. With a theme of “Empowered Designer,” Christine Prado, Dave DeCaro, and the fine folks @UCDA are hosting a super conference.

My first presentation here, “Designing for Small Screens: It’s not just about the technology,” was inspired by some great thinking from my colleague Doug Gapinski and many other higher ed leaders. Responsive web design is certainly “the new black” and the topic is pervasive here in Asheville. The focus of my presentation was the mobile context: what do we need to know and what to we need to explain about mobile on our campuses? I see empowered designers as advocates; as people who will need to educate senior leaders about the right strategy for the mobile web.

Later this morning, I’m on tap for a presentation called “Who’s Zoomin Who? Making it work with external partners.” I’ll talk about my experiences on campus hiring consultants and, now, on the other side being hired by higher ed. Don’t worry, mStoner clients, I never name names. The focus of this session is getting the most out of a client/consultant relationship. The hashtag for the UCDA Design Summit is #UCDA. I’ll tweet out a link to the slide deck I used for Who’s Zoomin’ Who? (Here’s the link to the “Who’s Zoomin’ Who?” slides.)

More on both topics:

• The .EDU Mobile and Responsive Show
• Building Responsive with Performance in Mind
• The Care and Feeding of Your Vendor

Is web strategy different for graduate schools? Part 1: Business and Law

I’ve been thinking about the nuances of web strategy. What’s different when the strategy will be applied to the websites of graduate and professional schools? We’ll be exploring this topic over a series of posts. This first post will consider web strategy for schools of business and law. Let’s get started.

What’s the same?
First, are we certain that the website matters as much for individuals applying to graduate schools? What research can we draw on to confirm that the website of a business or law school influences prospective graduate students? The Noel Levitz Report, 2012 Marketing and Student Recruitment Practices Report for Master’s-Level Graduate Programs, identified a trend observed regardless of institution type:

“Beyond funding, the Web was clearly identified as an important and emerging tool for graduate recruitment and marketing. Across all institution types, the practice of maintaining graduate program Web pages to attract the interest of inquiries was included in the top 10 practices.”
[Reference from the Noel Levitz Blog]

Many of the general best practices for college/university websites also apply to business and law schools. Prospective students still want quick access to a list of programs and degree options. And, they will probably be influenced by large-format, high-impact photography. No surprises there, moving on.

What’s different?
Privately brainstorming, I came up with a short list of items that I suspected were uniquely important for the website strategy of graduate and professional schools:

• Mobile
• Rankings
• Outcomes
• Career services
• Faculty bios and profiles that outline research and experience

One morning, while sipping my coffee, I did some armchair research to test my short list. I visited the websites of 16 business and law schools. Here’s what I observed:

• Career services was a prominent link (and often placed in the global topic or task-based nav) on 9 of the 16 sites (56%).
• Faculty & Research (or Faculty) was included in the global topic nav on all 16 sites.
• Partner, Recruiters or Employers was a primary navigation option on 6 of the 16 sites (38%).
• Social icons were prominent on 11 sites, available on 4, and not present on one.
• Only one of the 16 sites I randomly visited was responsive (optimzied for mobile). Kudos to the George Mason University School of Law.

Direct from a web strategist at a business school.
For more insights, I contacted Joel Pattison, director of web communications at UVA’s McIntire School of Commerce. Joel led a web relaunch at McIntire during his first year at UVA and here are his responses to my questions about website strategy for business schools.

What are your general thoughts about how web strategy is different for a business school?
Our audiences are very focused on outcomes and our web strategy reflects that. Prospective students expect to see placement data, but they also want to know what experiences and opportunities will give them an edge in the business world. Alumni are interested in this information because they view it as an indicator of the school’s overall health.

Communicating outcomes in both quantitative and qualitative terms is an important piece of our web strategy. Raw data (such as starting salaries) is useful, but there are many benefits of a business education that are better told using narrative, photography or video.

Specifically, are there unique aspects of global, topic-based navigation on a school of business website?
Listing every academic program in the global navigation (and on the school’s homepage) is standard practice. Most business schools also include links to career services, corporate partners and executive education in the global navigation scheme. Faculty directories and research centers are also prominent on business school websites.

Do you have any details or impressions about the type of information that is most popular on your site?
Our academic program pages receive the most visits, followed by the faculty directory. Pages related to admission are next on the list.

Are the primary and secondary audiences for a school like McIntire different from those of the university at large?
While our audiences are similar to the university, McIntire does have a sizable international audience. International students make up 37% of the current M.S. in Accounting class. And 25% of our undergraduate students hold citizenship from countries other than the United States.

Any other thoughts on this topic?
Finding compelling visuals can be a challenge for business and law schools. We don’t have electron microscopes, musical instruments or archeological digs to use in our photographs. Strong visuals are still possible, but it requires more brainstorming and planning.

My final thoughts on…

• Mobile
  I realize that the use of responsive web design is every day rising; still, it seems prospective law and business students would be even more likely to have the expectation that a graduate school website would already be optimized for small screens. Who’s with me on this? No evidence, just my gut.
• Rankings
  I get the controversy and suspicion around rankings. But after (gladly) paying 8 years of tuition and fees for our two children, I feel confident that parents and prospective graduate students are paying attention to rankings. A plan for communicating about business and law school rankings should be addressed within the website strategy.
• Outcomes
  Individuals are shelling out somewhere around $120,000 for three years of law school and about $60,000 for a two-year MBA program. Professional schools historically haven’t offer funding since the idea is that future income makes the debt students will incur a good investment. The bottom line is that business and law schools need to cover content about outcomes, placement and alumni success in an overall web strategy.
• Faculty Profiles
  Who’s on the faculty clearly matters to prospective law and business students. They likely want to know how individual professors were connected to the field they are teaching. Were they practicing attorneys? Did they serve as CFOs for top companies? Profiles and details about faculty are a clear win within the website strategy.

Do you work on the web team for a graduate business or law school? What are your thoughts about website strategy? Please share.

The basic needs at the bottom of the (website) pyramid.

College. Intro psych class. Maslow’s hierarchy of needs. Who remembers that?

In Maslow’s hierarchy, often depicted as a pyramid, physiological needs are those required for survival. When physiological needs aren’t met, the human body will fail. Physiological needs are the most important; they are the bottom of the pyramid.

Every day, I talk with clients about some aspect of digital strategy. Every week, I talk with higher ed professionals committed to doing right by their institutions. Every month, I talk with internal stakeholders about what they need from a website. And, on a regular basis, I talk to campus leadership about the nature of a web presence.

A website pyramid?
I think we need a website pyramid. We need a way to talk about minimal requirements. Applying Maslow’s hierarchy of needs to a website, what are the must haves? What are the foundational elements that need to be in place? What must be present to prevent website failure?

Pay attention to the basics first!
Make the foundational elements the first priority on your campus. This advice is especially important if you currently have an aged, subpar website that you are about to redesign. When you start the redesign, everyone will want to talk about the whiz bang—the cool videos, the wow factor, the bright shiny stuff. But you, oh wise campus web professional, will need to remind them to pay attention to the most basic aspects first.

Can we please talk about this?
Readers, I challenge you to make your own list of five website basics for an educational institution. It would make me very happy to read your own list in the comments below this post. My list follows:

• Accurate and up-to-date information
• Clear navigation
• Compelling photography
• Consistent design/website header (aka website masthead or website nameplate)
• A plan for website management

Basic needs met. Get inspired!
Pyramids are architectural masterpieces and the mental image can inspire us as we build incredible websites. Start with a stable structure and then build more. Speaking of inspiration, this post was inspired by a conversation with Voltaire Santos Miran. Thanks for being inspirational, Voltaire.

On Small Teams and Facebook

Let’s get real. The fact is we don’t all have social media managers. Smaller institutions often have a very limited staff for communications. So, what to do when you are part of a small team but still trying to leverage the benefits of a Facebook presence?

First, my recommendation is always that you do only what you can do well. The positive impact and results of a small number of platforms done really well is more important than the negative impact that comes from mediocre and spotty work within multiple platforms.

Second, don’t be a victim of BSO Syndrome. Don’t know about BSO? Michael Stoner says it all in his post, “Focus on GSD Instead of BSOs.”

Third, it is important that the central communications office manage, in fact “own,” the official social channels for your institution. No matter how small you are, there will be multiple Facebook pages. In addition to a top-level institutional page on Facebook, we often see one for Alumni, one for Admissions, and one for News. I also think it is appropriate for official entities within an institution (colleges, schools, etc.) to use Facebook in a way that supports the needs of their unique audiences.

Finally, Facebook is so pervasive that much of your institutional presence there is going to be outside the purview of your central communications office. And that can be good. Think of all of the potential brand advocates out there using Facebook to talk about you in a positive way! Your small team can influence these multiple Facebook pages by offering guidance, policy, visual identity standards, and advice to those managing social channels that are tied to your institution. After all, the way that your students and faculty use Facebook for the photo club or the biology department can have an effect on your reputation and you should have some minimal standards that all need to follow.

For more, I offer some mStoner and EDUniverse blog posts:

• Social Media Governance: The Good Stuff
• Social Media A – Z: O is for Oversight
• Social Media Posts on EDUniverse

Strategy at the start? Not always.

Let’s start with the ideal. You should put a strategy in place at the start. Before a project kicks off, before a major communications initiative begins, develop a strategy. A strategy—defined by Wikipedia as, “a general, undetailed plan of action, encompassing a long period of time, to achieve a complicated goal”—is wise.

Still talking about the ideal, up front strategy discussions mean you can get buy in. Roles and responsibilities will be clear, and it will force clarity on who the executive sponsor for your work/project/initiative will be. Yes, there will be uncertainty about the future, so strategy puts a set of options in place. Again, strategy means options for accomplishing complex goals; not specific tactics and detailed plans.

But who’s living the ideal?
I also think strategy development can and should happen as you go along. Strategy can be the reminder of what you’re trying to accomplish and perfecting it with new information is smart. Keep talking about your strategy even after the project begins. You can also use the strategy you have in place as the core of broad communications about your project and to keep expectations in check. So when the vice president for finance requests that online forms for employee travel reimbursement transactions be part of the scope, you can talk about your strategic focus and use it as a platform for explaining what’s included and what’s not. To be more clear, strategy allows you to say no. Throughout a project, you’ll find yourself repeating the tenents of your strategy as you remind people about your goals. And that’s okay. (Tell ‘em, tell ‘em what you told ‘em, and tell ‘em again.)

Don’t waste a good crisis!
People often get serious about strategy once they see some warning signs that things aren’t going well without it. When you skipped the strategy discussions and instead dived right into the work, you sometimes run into trouble. Without goals and priorities, everyone on campus can make a case for how things should go. If your project is off the rails, it’s not too late to rewind a bit to get things back on track. And, while you have everyone’s attention (because everyone is worried about a project that’s starting to go south), you can often get the resources and support you need to be successful.

These links will take you to two additional posts I’ve written about strategy for the mStoner blog:

• Strategy? We say right on.
• Strategy = what you don’t do and what you do first.

Social Media Governance: The Good Stuff

These days, it seems social media policy is actually morphing into social media governance. Social media is now mainstream and just policy isn’t enough; a campus needs to do more to manage social media. And, the short time where the goal was to limit a social presence to one institutional channel on Facebook and one institutional Twitter feed is gone, gone, gone. Now, a plethora of institutional social channels is expected because the idea of only one centrally-managed social channel worked about as well as the idea of just one website. Too much about your campus is going on in the social space. One Facebook channel from the U simply can’t simultaneously represent the news, updates and conversation about the golf club, the school of law, the alumni association, and the biology department.

So what to do while letting a thousand flowers bloom?
After all, these wildflowers (the disparate social channels) are tied to your brand; they represent your institution. Try policy, oversight and social media user groups as three key components of social media governance. While putting together a governance plan for social on your campus, gather insights and best practices from others.

Somebody needs to be in charge around here!
Don’t let everyone and no one manage social on your campus. One office, unit or department needs to have official oversight for social media. Fortunately, we all get by with some help from our friends. Here are a few favorites and essentials for social governance on a campus:

• The central marketing and communications unit (presumably the one with oversight for all social media) should review requests to use social for communication as a first step. (Hats off to Wilfrid Laurier University!)
• Establish a social media user group to support both oversight and collaboration. (Thanks, SMUG @ William & Mary!)
• A visual identity system for consistent and brand-based avatars and profile pics is recommended. (Cheers to you, Nazareth College. View the profile pics for Nazareth College and for Nazareth College Admissions.)
• Social is now mainstream for crisis and emergency communications. Do it right. (Thank you Chris Syme for showing us how!)

Use your social media user group like a starter kit.
If oversight from a central unit might generate some pushback on your campus, a social media users group may be the way to start. Social media user groups can serve as starter kits for governance. After all, the camel’s nose is in the tent once a sponsoring unit begins to host a user group. The sponsors/hosts will offer benefits to campus social managers and ultimately will come to be viewed by them as “in charge.” Social media user groups can:

• Orient newbies about social platforms
• Share best practices
• Offer tips, tricks and tools
• Host speakers and watch webinars
• Generate announcements about, and discussion of, policy
• Improve coordination, allowing you to stay on message
• Cross-pollinate (i.e., cross posting and promoting other channels)

Start the year right. Spend a little time establishing a bit of social media governance on your campus.