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This presentation was a general session for the 2012 UCDA Design Summit. Summary - For the best results: everything is connected to everything else. Social media is most effective when it is a part of an integrated brand strategy and tightly linked to other communication initiatives. And these days, Twitter and Facebook are not just the purview of social media strategists. More case study discussion will demonstrate how you incorporate social media channels into key communication projects. And, while you're at it, you might as well use social media for your own renewal and rejuvenation as you meet the challenges of new roles and responsibilities on your campus.