HighEdWeb Assocation October 10-13, 2010

Session Details


Is It Working Yet? Social Media Convergence Marketing for Higher Education

WRK10 Workshops Track

Continental Ballroom, Mezzanine Level


In the last few years, interest in social media has exploded on college campuses, nowhere more so than in marketing and admissions departments. There’s been a significant increase in institutional Facebook pages, YouTube.edu channels, blogs, and Twitter accounts, yet the jury’s still out on when it comes to results. We know that social media tools don’t work well in isolation—they become more powerful by coming together with other social media. Yet we’re still seeing a lot of isolated, one-off tactics, like throwing up a Facebook page and hoping fans will come. In this presentation, we’ll explore the building blocks of social media convergence marketing and help you move your institution beyond one-off tactics to achieve recruiting and marketing goals. Social media convergence marketing synchronizes platforms, content, and interactions, drives traffic, and amplifies the viral environment in which institutional social media communities can flourish. We’ll master the basics and study good models, from the Stanford and LSU Facebook pages to the University of Lincoln Nebraska’s Planet Red and Furman’s Engage proprietary networks to the new blog-driven strategy at Loyola’s Graduate School of Business.


Fritz McDonald
Vice President for Creative Strategy, Stamats, Inc.

Fritz McDonald has more than 20 years experience as a professional writer, editor, and creative strategist. He earned his bachelor’s degree at UCLA, and an MFA from the University of Iowa Writer’s Workshop. At Stamats, Fritz has created marketing communications, websites, digital strategy, and branding programs for colleges and universities across the U.S. He has an extensive background in social media, has delivered webinars on the subject for Academic Impressions and CollegeWeek Live, and written an industry-leading white paper on social networking strategies. He has been a keynote speaker for CASE and ACT, and presented at such well-known conferences as HighEdWeb, EduWeb, EduComm, and the AMA Symposium for the Marketing of Higher Education. He is currently developing an extensive social media strategy for Loyola University-Chicago’s undergraduate and graduate schools.