Nikki Sunstrum, Director of Social Media at the University of Michigan, is one of the 12 presenters of the 3rd Higher Ed Social Media Conference.
In this 3-question interview, Nikki tells us how she manages social media, shares a surprising social media outcome and tackles the tough ROI question.
1) How do you manage your activity on social media?
The UMSocial team is comprised of dynamic visual storytellers who are empowered to curate content and engage communities on specific networks. Their specialization allows us to ensure proper execution and strategy is implemented at all times. My role is then allowed to focus on implementing best practice and overseeing collaboration. We rely heavily on the internal communications tool, ‘Slack’ to keep us connected at all times and provide multiple review opportunities of collateral for maximum effect.
2) What’s the most surprising social media outcome you’ve experienced this year? What did you learn?
This year we have implemented countless new campaigns and initiatives across University of Michigan social media channels aimed at intentionally elevating diversity of content and the corresponding dialogue. Our efforts have allowed us to successfully elevate not only the understanding of our university and the depth and breadth of its academic prestige, but also engage social communities with more robust and educational content. It has been met by overwhelmingly positive response.
3) How do you approach the question of return on investment (ROI) when it comes to social media?
How can you not find value in connecting with billions of people for ‘free’ globally each day? There is simply no other venue aside from social media that provides you the opportunity to not only engage with key stakeholders, but cultivate advocates, and educate constituents or potential consumers across the world with such ease and transparency. The fact that UMSocial and the University of Michigan recognize that power and the role social plays in our larger overarching communications strategy alleviates us from still being burdened by the trivial ‘Social Media ROI’ question. We assign the same value, goals, and success metrics to it we would any other communications medium.
