October 7-10, 2012, in Milwaukee, Wisconsin

Session Details

Fording the Social Media Channel

#MCS6 Marketing, Content, and Social Strategy Track

102 A & B, Frontier Airlines Center


Do you manage your institution’s social media presence? Ever wished you could clone yourself in order to get through your to-do list? Have you even considered stealing Hermione’s Time-Turner necklace? If so, this session is for you.

Managing social media can be a very time consuming process if you don’t have the right strategies in place. For many marketers, admission counselors and alumni-relations officers, the management of department or institutional social media properties is an add -on to an already full plate. We’ll show you that you don’t have to add hours to your day to effectively manage your new social media responsibilities. 

Sharing case studies and best practices from the industry, this session will help you increase your day-to-day efficiency, develop a social media content strategy at your institution and determine which tools to focus on based on your goals and resources.

Some topics we will cover:

  • What makes content social?
  • How does it fit into workflow?
  • Audience: Who are you talking to? When are you talking to them? Where are they? And, why are you talking to them? (Goals before tools, always!)
  • Broadcasting vs. Interaction: Broadcast takes little time, interaction takes more. But which strategy is more effective?
  • What strategies can you put in place immediately to increase effectiveness?  


Ma'ayan Plaut
Social Media Coordinator, Oberlin College

Ma'ayan Plaut graduated from Oberlin College in 2010 with a B.A. in cinema studies. During her time as a student at Oberlin, Plaut was a photographer, videographer, co-oper, student blogger, creative sandwich maker and Oberlin poster child. She's happily working for her alma mater as the Social Media Coordinator in the Office of Communications. Her job is to make Oberlin look great every day on Facebook, Twitter, Tumblr, the Oberlin Stories Project and the Oberlin blogs. Plaut researches, strategizes, monitors and thinks creatively daily.  Plaut is also the creative force behind The Adjective Sandwich and co-founder of the site Why The F*ck Should I Choose Oberlin?.

Mallory Wood
Marketing Manager, mStoner

Mallory Wood joined the mStoner team in August 2011 as marketing manager and is responsible for marketing and business development activities. She works with clients to develop social media strategies and manages EDUniverse.org.  Wood's background includes marketing and communications; admissions and enrollment; and event management. Prior to mStoner, Wood worked at Saint Michael’s College as an assistant director of marketing and the college’s social media strategist. In this role, she developed and executed a social media strategy for St. Mike’s; provided training for social media users on campus; created and managed content for various social networks; managed the online ambassador program; and produced web video. Mallory has presented at HighEdWeb, Penn State Web Conference, NEACAC, SUNYCUAD and other conferences; she has been a frequent guest and a guest-host on HigherEdLive.