October 7-10, 2012, in Milwaukee, Wisconsin

Session Details

Social Media Stream

#PST29 Poster Sessions Track

First floor foyer, Frontier Airlines Center


Chapman University's interactive Marketing Specialist wanted to boost online engagement for our 2012 commencement ceremony. The Web and Interactive Marketing team believed a physical social media space could raise awareness of our handles and encourage commencement attendees to participate in the conversation, plus provide customer service. 

Our team built this product from the ground up and it was well received by students, families and visitors. Tweets, both from CU and commencement attendees, using the official university hashtags, handles and keywords appeared on the Social Stream. Throughout Commencement Weekend, we targeted our key audiences by tweeting parking maps and event reminders for guests, answering questions for families, and highlighting keynote speakers for graduates -- we even reunited a lost puppy with his owner! Chapman’s administration was pleased with the 29.5 percent increase in Twitter engagement and 17 percent increase in fan participation on Facebook. They have encouraged us to move forward with using the Social Stream at future Chapman events.

For more information, visit our Storify at http://goo.gl/fkp45 



David May
Web and Interactive Marketing Manager, Chapman University

David May graduated from Chapman University and immediately began working as an undergraduate admission counselor.  After serving as a "road warrior" for a handful of years, he transitioned into new media and web recruitment for the graduate and undergraduate admission offices. While working, he attended graduate school and wrote his thesis on new media and the college recruitment process.

Now, May works in Chapman's Strategic Marketing and Communications department and leads the Web and Interactive Marketing team. May and his team have re-imagined Chapman's public-facing web properties.  Everything from blogs (blogs.chapman.edu) to the new website (www.chapman.edu) have been re-done in the last year. He enjoys finding new and exciting ways for new media to be used to support higher education.  Connect with him on Twitter (@yamdivad) and Google+ (http://gplus.to/davidmay).

Sheri Lehman
Interactive Marketing Specialist, Chapman University

Sheri Lehman is Chapman University's Interactive Marketing Specialist within the Strategic Marketing and Communications department. As the university's first social media specialist, she has shaped her position to include interactive campaigns and live event coverage in addition to managing copy and content, evaluating new opportunities, and leading workshops for university staff and guests. Lehman co-authored the first university Social Media policy with the Vice President of Marketing and Communications, emphasizing standards, best practices and customer service. In July, she presented at the 2012 ACM Annual Conference in Chicago on "Sorting Through Social Media Soup: Distributing TV and Video via YouTube, Facebook, and Twitter." Previously, Lehman worked for the 2011 People's Choice Awards and MTV Movie Awards as the producer's assistant. She graduated from Chapman University with a B.A. in Dance and Television.