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How Higher Ed Uses Social Media to Raise Money, Build Awareness, Recruit Students, and Get Results

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By Michael Stoner, President, mStoner, at the edSocialMedia Summit.

By Michael Stoner, President, mStoner, at the edSocialMedia Summit.

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  • 1. What I learned aboutsocial mediaMichael Stoner#campaigns#socialmedia#multi-channel#highered#marketing#alumniEdSocialMedia#studentrecruitmentWe’re not in a post-social era, we’re in the post-hype era.Time to make social work for us.Social media = web-based tools used for social interaction. The mostimportant brand names are Facebook, Twitter, YouTube, LinkedIn, Flickr,though blogs are an important component of any social strategy.Social networking is what people do with social media: rank, comment, share,post, rant, etc.
  • 2. Michael.Stoner@mStoner.com@mstonerblogSlideshare.net/mStonervtmStoner.comEDUniverse.orgIntelligence: mstnr.me/IntelSignupMe
  • 3. Social Worksmstnr.me/TkXwLuSample Chapter[FSU “Great Give”]mstnr.me/X53TzzCampaign:a focused effort to achieve goals using a variety ofchannels appropriate to the results soughtSocial Works: How #HigherEd Uses #SocialMedia to Raise Money, BuildAwareness, Recruit Students, and Get Results is unique. The 25 case studies inSocial Works demonstrate that social media has the maturity and reach to be anintegral component of campaigns focused on building awareness, recruitingstudents, engaging alumni and other key audiences, raising money, andaccomplishing important goals that matter to a college or university. The case studies in Social Works will inspire college and universitycommunicators, marketers, web team members, and other staff, offering modelsand details for highly successful initiatives. And, they will convince presidents andother senior leaders that social media is not just valuable, but essential, toachieving institutional goals. In short, Social Works belongs on the shelves (or onthe e-readers) of college and university staff who want to learn how to get resultswith social media. Published 25 February 2013 by EDUniverse Media.
  • 4. bit.ly/9li6EUbit.ly/czaavPbit.ly/dmRg3OGoals from William & Mary’s Mascot Search campaignCase 5: “An Integrated Social Campaign Powers the Mascot Search at the College of William & Mary,” SocialWorks, pp. 63-68.Using a blog, Facebook, YouTube, Twitter and other tools, friends and fans of the College of William and Maryoffered 839 suggestions for a new mascot; the site where their Griffin was revealed got 16,913 unique visitors;and they earned coverage on The Daily Show, the Chronicle, ESPN, and other major outlets.Other results: 839 mascot suggestions/90 days; 11,183 survey completions/4 wks; 3,345 view of mascot searchYouTube vid; 16,913 unique visits of finalist unveiling; earned media= Daily Show, WaPo,ESPN, USA Today,CHE, etc.URLs for assets associated with this campaign:case study: mstnr.me/HUDphtblog: wmmascot.blogs.wm.eduFacebook: bit.ly/8YnyHlTwitter: @WMMascotYouTube: www.youtube.com/wmmascotFlickr: bit.ly/cYVYk3Featured in Jon Stewart video: bit.ly/czaavP
  • 5. Case 25: “Promoting Faculty Experts: The University of Nottingham and the Election of 2010,” Social Works, pp. 215-222.The communications and marketing team at the University of Nottingham created a campaign focused on positioning Nottingham as thedefinitive source of expert commentary on the 2010 UK elections. This involved both staff members in the communications and marketing teamas well as faculty with expertise in politics. By live blogging 24/7 during the election season, they wanted to draw the attention of reporters andmajor media , scholars at other institutions, the general public, potential students, and public opinion influencers. Before the effort began, theydeveloped a series of goals to which they attached specific numbers. For example: “to generate 20 pieces of national and international [media]coverage…”; “… to help increase applications by at least 5%.” In preparation, the team researched reporters, bloggers, and experts, developingextensive lists of media contacts. One staff member worked closely with the faculty experts and bloggers to time tweets and posts in response todeveloping election themes. Traffic was largely driven by Twitter (123 tweets with 7,779 click-throughs), online PR, and linked placement offaculty experts supported by their blog posts and traditional PR work. By the campaign’s end, 104 blog posts had delivered more than 90,000 pageviews. The campaign exceeded all the targets set by the office. And: “Every item of national media coverage on Election Day featured a Universityof Nottingham spokesperson,” for a total of 466 national media hits. Applications to the School of Politics & International Relations rose 15%.Relevant URLselectionblog2010.blogspot.comwww.youtube.com/user/60secondpoliticsnottspolitics.org
  • 6. source: bit.ly/aSJZQZ+More: [poweredbyorange.com; case study: mstnr.me/Case 1: “Powered By Orange: A Comprehensive Social Media Campaign at Oregon State University,” Social Works, pp. 25-34.Though it originally targeted Portland, the campaign expanded quickly. PBO evolved into a broader awareness-building campaign forOSU. To make this shift, PBO initiated the Orange Spotlight in 2010. The feature invites nominations for businesses that are“Powered by Orange” — “owned by an Oregon State alum, have lots of OSU alums working there, or are just friends of OSU. They alsodrive innovation, support economic growth, and serve in the community.” Each month, a winning business is selected for the “OrangeSpotlight,” which includes a feature story on OSU’s website, promotion on its social networks, and inclusion in a campaign to pushOSU fans to featured businesses via Powered by Orange. People who nominate businesses are entered in a drawing for OSU Footballseason tickets.The result? Baker said, “We’re getting hundreds of nominations for businesses with some kind of OSU connection.” The benefits canbe real for businesses profiled. “We just spotlighted a vineyard in Napa Valley, Lamborn Family Vineyards. Its owners are graduates ofthe OSU horticulture program and using sustainable growing techniques. Lamborn got great publicity when WineBusiness.compicked up the story. This gave us a great story to reuse as we talk about OSU’s new wine institute. It was a win-win for all concerned.”The “Orange Spotlight” nominations have enabled OSU to gain detailed information on hundreds of businesses. Baker noted, “That’s apretty significant result for us.”
  • 7. 1.Social media ≠technology.
  • 8. 2.It’s time to focusand to see.
  • 9. “Most radiologists, however, did not see him. When asked “Did you see a gorilla on the final trial?” 20 of the 24 radiologists tested said they did not. Itwasn’t for lack of looking. As the researchers write, in a forthcoming paper in Psychological Science, “eye-tracking revealed that, of the 20 radiologistswho did not report the gorilla, 12 looked directly at the gorilla’s location when it was visible.”How much does this matter for radiologists? They’re never, after all, going to encounter a gorilla on a real scan from a patient. It does, however,suggest that specialists could easily miss other red flags when they’re on the search for one specific indicator.“Why do radiologists sometimes fail to detect such large anomalies? Of course, as is critical in all IB [inattentional blindness] demonstrations, theradiologists were not looking for this unexpected stimulus,” they write. Even experts “operating in their domain of expertise, are vulnerable toinattentional blindness.”There are times when it’s important to see the forest.But you have to remember that it’s made up of individual trees.And sometimes you have to see a tree or two and ignore the forest.So it’s essential to focus on important things--like GSD--instead of BSOs. See my comments about this here: http://www.mstoner.com/blog/admissions-and-recruiting/focus-on-gs-instead-of-bsos/CT image scan & details: http://www.washingtonpost.com/blogs/wonkblog/wp/2013/02/19/study-most-radiologists-dont-notice-a-gorilla-in-a-ct-scan/Invisible Gorilla video: http://www.youtube.com/watch?v=vJG698U2MvoInvisible Gorilla book: http://www.theinvisiblegorilla.com/
  • 10. There were many, many predictions about how Second Life was going torevolutionize learning, teaching, and student recruitment:Ohio University went further to build its virtual community in Second Lifethrough the exploration of teaching/learning. The university has a wellconstructed campus in Second Life with various buildings such as a studentcenter, learning center, and arts and music center. Students may explore thevirtual campus and join real student organizations at the student center.Student groups can meet and collaborate on the virtual campus just as theymight on the real one. There is also a virtual art and music center wherestudents may meet artists and listen to live music in the cyberspace (Briggs,2007). (From http://deoracle.org/online-pedagogy/emerging-technologies/second-life.html)
  • 11. 3.Everythingis connectedto everything else.[bit.ly/9uemQS]This is Barry Commoner’s first law of ecology and mStoner’s first law ofbranding. It’s essential to keep in mind when structuring communicationsand marketing activities. Because of the way the world works today, it’s easyfor organizational anomalies to be observed and amplified. Consistencycounts. Not only in appearance (do your communications look like they comefrom the same organization?) but voice.Furthermore, your online presence doesn’t occur in a vacuum but is alsoconnected to everything else you do:People’s experiences with your staff when they visit your office.A customer’s experience with your accounting department.The condition of your buildings.
  • 12. Your ecosystem ...• Compelling brand: aspirational but groundedin institutional reality.• Powerful stories: reinforce brand, multiplemedia, well-told, shareable, demonstratingvalue.• Compelling creative: a strong visualvocabulary for your brand & stories• Strong channel strategy: well-managed,connected, curated
  • 13. 4.Social is importantin a campaign.But there’s a lot more toa successful campaign.
  • 14. bit.ly/9li6EUbit.ly/czaavPbit.ly/dmRg3OCase 5: “An Integrated Social Campaign Powers the Mascot Search at the College of William & Mary,”Social Works, pp. 63-68.Using a blog, Facebook, YouTube, Twitter and other tools, friends and fans of the College of Williamand Mary offered 839 suggestions for a new mascot; the site where their Griffin was revealed got16,913 unique visitors; and they earned coverage on The Daily Show, the Chronicle, ESPN, and othermajor outlets.Other results: 839 mascot suggestions/90 days; 11,183 survey completions/4 wks; 3,345 view ofmascot search YouTube vid; 16,913 unique visits of finalist unveiling; earned media= Daily Show,WaPo,ESPN, USA Today, CHE, etc.URLs for assets associated with this campaign:case study: mstnr.me/HUDphtblog: wmmascot.blogs.wm.eduFacebook: bit.ly/8YnyHlTwitter: @WMMascotYouTube: www.youtube.com/wmmascotFlickr: bit.ly/cYVYk3Featured in Jon Stewart video: bit.ly/czaavP
  • 15. Channels: W&M mascotemail e-newletters, digests, email from prezperiodicalsalumni magazine, newsletters, studentnewspaperweb WM.edu, Alumni Assn, Tribe AthleticsFacebook former mascotYouTube W&M channelblogs mascot choice/old mascot
  • 16. 5.There’s a lot moreto social mediathan Facebook.Facebook: still the dominant channel for social media in .edus according to CASE/mStoner/Slover Linett Survey of Social Media in Advancement 2012. But there are challenges to relying on Facebook.ROI: There are simple metrics we can get — reach, comments, shares, likes, etc — but because of Facebook’s one-page-fits-all model, it remains a challenge to tie them to concrete business goals.Plus, posts have a short tail; compare that to your website or blog (on mStoner’s blog, several of our posts from 2009 are among the most accessed today): Facebook posts get half their reach within 30 minutes of publication [www.marketingcharts.com/wp/direct/facebook-posts-get-half-their-reach-within-30-minutes-of-being-published-24453/]Engagement fatigue: Michael Stoner, mstnr.me/Ux1CLI; Facebook Usage Declining: mstnr.me/PXzkyaNiche social networks: Weekly visits to Pinterests website from North American users hit nearly 29 million in July, up from 1.27 million a year earlier, according to Experian Marketing Services. Thats an increase of 2,183% for the social network, which hasbeen especially popular among women. See: Rodriguez, Salvador. "Pinterest, Instagram Continue Meteoric Growth." Los Angeles Times. Los Angeles Times, 29 Aug. 2012. Web. <http://articles.latimes.com/2012/aug/29/business/la-fi-tn-pinterest-instagram-growth-20120829>.Pushback from small companies, nonprofits: Facebook is screwing brands, driving reach down so brands will pay for more posts: “Facebook: I want my friends back!” [dangerousminds.net/comments/facebook_i_want_my_friends_back];“Facebooks EdgeRank Changes: A U.K. Company Claims Theyre Killing Small Businesses” [readwrite.com/2012/11/05/facebooks-edgerank-changes-a-uk-company-claims-theyre-killing-small-businesses]. Josh Constine, “Killing Rumors With Facts: No,Facebook Didn’t Decrease Page Feed Reach To Sell More Promoted Posts,” TechCrunch[http://techcrunch.com/2012/11/07/killing-rumors-with-facts-no-facebook-didnt-decrease-page-news-feed-reach-to-sell-more-promoted-posts/] says that the actions byFacebook’ that sparked the blog post at Dangerous Minds are beneficial in that they reduce spam in newsfeeds and therefore are good for brands. What’s striking to us is the lack of trust in Facebook, which makes Dangerous Mind’s claims entirely plausible. ToddSanders (@tsand) offers another view in “Facebook decreases reach… grab your torch and pitchforks” (http://blog.uwgb.edu/social-web/facebook-decreases-reach-grab-your-torch-and-pitchforks/), arguing that if you’re awesome, people will respond, no matterwhat the aggregate data says or how Facebook changes their algorithms.Underfunding in .edu for social media: Chief Marketing Officers of 249 U.S. companies in August 2012 said they would increase current spending on social media from 7.6 percent of their overall marketing budget to 10.7 percent over the next 12 months. Theyexpected to see that number rise to 18.8 percent in the next five years, according to a survey from Duke’s Fuqua School of Business. Is your institution keeping pace? [Moorman, Christine, and T. Austin Finch. The CMO Survey. Duke University, Aug. 2012. Web.<http://cmosurvey.org/files/2012/08/The_CMO_Survey_Highlights_and_Insights_August-2012-Final.pdf>]
  • 17. Source: http://www.slideshare.net/tkawaja/social-lumascape-8223008
  • 18. @mstonerblog modifications of a widely shared infographic about socialmedia
  • 19. 6.Don’t neglect thechannels you own.Facebook: still the dominant channel for social media in .edus according to CASE/mStoner/Slover Linett Survey of Social Media in Advancement 2012. But there are challenges to relying on Facebook.ROI: There are simple metrics we can get — reach, comments, shares, likes, etc — but because of Facebook’s one-page-fits-all model, it remains a challenge to tie them to concrete business goals.Plus, posts have a short tail; compare that to your website or blog (on mStoner’s blog, several of our posts from 2009 are among the most accessed today): Facebook posts get half their reach within 30 minutes of publication [www.marketingcharts.com/wp/direct/facebook-posts-get-half-their-reach-within-30-minutes-of-being-published-24453/]Engagement fatigue: Michael Stoner, mstnr.me/Ux1CLI; Facebook Usage Declining: mstnr.me/PXzkyaNiche social networks: Weekly visits to Pinterests website from North American users hit nearly 29 million in July, up from 1.27 million a year earlier, according to Experian Marketing Services. Thats an increase of 2,183% for the social network, which hasbeen especially popular among women. See: Rodriguez, Salvador. "Pinterest, Instagram Continue Meteoric Growth." Los Angeles Times. Los Angeles Times, 29 Aug. 2012. Web. <http://articles.latimes.com/2012/aug/29/business/la-fi-tn-pinterest-instagram-growth-20120829>.Pushback from small companies, nonprofits: Facebook is screwing brands, driving reach down so brands will pay for more posts: “Facebook: I want my friends back!” [dangerousminds.net/comments/facebook_i_want_my_friends_back];“Facebooks EdgeRank Changes: A U.K. Company Claims Theyre Killing Small Businesses” [readwrite.com/2012/11/05/facebooks-edgerank-changes-a-uk-company-claims-theyre-killing-small-businesses]. Josh Constine, “Killing Rumors With Facts: No,Facebook Didn’t Decrease Page Feed Reach To Sell More Promoted Posts,” TechCrunch[http://techcrunch.com/2012/11/07/killing-rumors-with-facts-no-facebook-didnt-decrease-page-news-feed-reach-to-sell-more-promoted-posts/] says that the actions byFacebook’ that sparked the blog post at Dangerous Minds are beneficial in that they reduce spam in newsfeeds and therefore are good for brands. What’s striking to us is the lack of trust in Facebook, which makes Dangerous Mind’s claims entirely plausible. ToddSanders (@tsand) offers another view in “Facebook decreases reach… grab your torch and pitchforks” (http://blog.uwgb.edu/social-web/facebook-decreases-reach-grab-your-torch-and-pitchforks/), arguing that if you’re awesome, people will respond, no matterwhat the aggregate data says or how Facebook changes their algorithms.Underfunding in .edu for social media: Chief Marketing Officers of 249 U.S. companies in August 2012 said they would increase current spending on social media from 7.6 percent of their overall marketing budget to 10.7 percent over the next 12 months. Theyexpected to see that number rise to 18.8 percent in the next five years, according to a survey from Duke’s Fuqua School of Business. Is your institution keeping pace? [Moorman, Christine, and T. Austin Finch. The CMO Survey. Duke University, Aug. 2012. Web.<http://cmosurvey.org/files/2012/08/The_CMO_Survey_Highlights_and_Insights_August-2012-Final.pdf>]
  • 20. source: bit.ly/aSJZQZ+More: [poweredbyorange.com; case study: mstnr.me/Case 1: “Powered By Orange: A Comprehensive Social Media Campaign at Oregon State University,” Social Works, pp. 25-34.Though it originally targeted Portland, the campaign expanded quickly. PBO evolved into a broader awareness-building campaign forOSU. To make this shift, PBO initiated the Orange Spotlight in 2010. The feature invites nominations for businesses that are“Powered by Orange” — “owned by an Oregon State alum, have lots of OSU alums working there, or are just friends of OSU. They alsodrive innovation, support economic growth, and serve in the community.” Each month, a winning business is selected for the “OrangeSpotlight,” which includes a feature story on OSU’s website, promotion on its social networks, and inclusion in a campaign to pushOSU fans to featured businesses via Powered by Orange. People who nominate businesses are entered in a drawing for OSU Footballseason tickets.The result? Baker said, “We’re getting hundreds of nominations for businesses with some kind of OSU connection.” The benefits canbe real for businesses profiled. “We just spotlighted a vineyard in Napa Valley, Lamborn Family Vineyards. Its owners are graduates ofthe OSU horticulture program and using sustainable growing techniques. Lamborn got great publicity when WineBusiness.compicked up the story. This gave us a great story to reuse as we talk about OSU’s new wine institute. It was a win-win for all concerned.”The “Orange Spotlight” nominations have enabled OSU to gain detailed information on hundreds of businesses. Baker noted, “That’s apretty significant result for us.”
  • 21. print: box of cards with wordpairingsAdmissions: mstnr.me/wmadmitweb: ampersandbox.wm.eduCase 8: "A Distinctive Print and Web Approach to College Marketing: Ampersandbox at theCollege of William & Mary," Social Works, pp. 84-90.In the first six months:•33,500 page views•9,500+ unique visitors•1:55 average time on site•Visits from 64 countries•21% of traffic is WilliamsburgAnecdotal:“My daughter Holly (high school junior) and my wife went on a campus visit Monday andbrought back the new view book. It’s innovative and well done—very impressive comparedto the materials we are seeing from other schools.”Press:Chronicle of Higher Ed coverage: http://bit.ly/A79rVn“Naked & Friendly” (mStonerblog post): www.mstonerblog.com/index.php/blog/comments/naked_friendly/
  • 22. 7.And thechannels you rent.
  • 23. 8.Planning is yourfriend.
  • 24. “In preparing forbattle I have alwaysfound that plans areuseless, but planning isindispensable.”General Dwight D. Eisenhower
  • 25. A good plan includes1. Goals and objectives.2. Audiences.3. Channels, tools, and assets.4. Marketing & promotion.5. Timeline and budget.6. Benchmarking & measurement.7. Reporting.
  • 26. William & Mary Mascot Communication PlanFebruary 2009 - September 2009Status Deadline CommentsPLANNINGBrainstormingCreate an concept/identity for the mascot project complete 2/1/09 Joel Pattison designed - Mascot SearchBuild a website complete 1/31/09Create a blog complete 1/31/09Send graphic and concept to campus stakeholders complete 2/26/09 for their use in print and on the webKICK OFFMessage/announcement from President complete 2/27/09Release from University Relations complete 2/27/09Spot in Alumni Magazine (March issue) complete 3/28/09REINFORCE KICK OFFAnnouncement in WMDigest complete 3/4/09 post asking for feedback on guidelinesAnnouncement in Student Happenings complete 3/4/09 post asking for feedback on guidelines thru 3/16Announcement on myWM complete 3/4/09 post asking for feedback on guidelines thru 3/16Announcement in eConnections complete 3/12/09eConnections goes out 2nd Fri of each month; deadlineis 1st Thurs of monthAnnouncement in Momentum complete 3/20/09goes out to 46,000 monthly; includesfaculty/staff/currentparentsUnveil Colonel Ebirt Blog complete 3/2/09 in FAQ and on Ebirts facebookSend Release to all three student newspapers complete 2/27/09Announcement on Tribe Athletics website complete posted week of 2/27 and week of 3/9Announcement in Tribe Pride Newsletter complete MarchAnnouncement on W&M Alumni site complete 2/27/09Mascot Search Widget for www.wm.edu complete 6/5/09placed in Campus Life section and "M"; 4/9 added toCommunities page; added to Alumni and Currentgateways on June 5 - June 30Added Mascot Search link to Athletics bridge page menu complete 4/15/09Sent blurb and graphics to Business School complete 3/25/09 Included in Mason Experiences March 2009Sent blurb and graphics to Law School complete 3/31/09 will appear in Law eNews for late MarchPortion of plan for William & Mary Mascot Search developed by Susan T.Evans, who ran the campaign at William & Mary.
  • 27. 9.Without goals,you won’t know ifyour campaign iseffective.
  • 28. Goals/results: Election 2010Involve 4 fac in media relations 8 academics became involvedposition fac as experts continued momentum in media requests20 pieces of intl. coverageEvery item of national media featured aUniversity spokesperson. 466 items achieved,over 75% of them national or international.build media networks: 5 newoutletsBloomberg, Reuters, the Guardian, New YorkTimes, International Herald Tribune, BBC.recruitment: 5% app increase 15% increasetry out new online PR approachapproach was basis for many subsequentprojectsgain experience with online &social media“The campaign built skills and capacity andhas improved confidence and creativity.”1. To involve at least four new Politics academics in media activity by the endof the campaign and to develop their media expertise.2. To position Nottingham academics as key political commentators.3. To generate 20 pieces of national and international coverage, attaining anestimated advertising value/ROI on budget of Elm (an ROI of 66,567%).4. To build media networks for the School and wider University, establishinglinks with five major new media outlets.5. To support recruitment activity and help increase applications by at least5%.6. To trial successfully a new approach to online PR that could be used as amodel in support of profile and impact to feed in to the Research AssessmentFramework (REF).7. To gain experience of using blogging, Twitter, online tracking and otherdigital tools to build capacity within the Communications Team.Case 25: “Promoting Faculty Experts: The University of Nottingham and theElection of 2010,” Social Works, pp. 215-222.
  • 29. “The campaigns value for money can also be measured in relation to the"legacy value" of the media connections built which continue to feed in toNottinghams growing PR profile, a profile which has seen coveragedouble overall during the course of the [2011] year. Thanks to Election2010, the School of Politics and International Relations at Nottinghamhas just launched a new, permanent blog - Ballots & Bullets - averaging anew post every day.“It has been successfully received by other members of the academiccommunity and has also helped to improve the profile of theCommunications Team. It prompted colleagues to speak to theCommunications Team first and has, so far, made savings against theplanned use of external consultants totalling approximately £50k asinternal colleagues see what can be delivered internally by a newlyinvigorated team.”Goals/results: Election 2010Case 25: “Promoting Faculty Experts: The University of Nottingham and theElection of 2010,” Social Works, pp. 215-222.
  • 30. 10.Don’t be everywhereuntil you can be awesomeeverywhere you are.(@mstonerblog + @tsand)
  • 31. Cheryl Slover-Linett and Michael Stoner#SOCIALMEDIAAND ADVANCEMENT:INSIGHTS FROMTHREE YEARS OF DATA#SocialMedia & Advancementmstnr.me/TpQPTvSocial Worksmstnr.me/TkXwLu

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