HighEdWeb Assocation
The Annual Conference for Higher Education Web Professionals, Austin, Texas, October 23-26, 2011

Session Details

The Conversation Tree: The Art of Social Media Content

WRK11 Workshops Track

Big Bend A & B


What’s the secret to creating effective social media content? Does an institution actually create it or leave it up to community members—or both? Let’s face it: the concept of social media content has many of us baffled. While it’s easy to call social media content a conversation, it’s a conversation that demands tremendous commitment if you’re going to use it for marketing. It’s also one that takes place in numerous formats and virtual spaces that alter its perception and meaning. Think of it like a tree: a sparkable topic, question, or thought starts at the top, and if it’s managed well, it unfolds into a profusion of branches that nurture and grow a community. The successful community manager then is more like a horticulturalist than an alpha geek—or perhaps a bit of both—pruning and shaping your institutional social media conversation into something useful and meaningful. This presentation will explore the nuances of cultivating a social media conversation that will help you achieve your most important marketing and recruiting goals.