This presentation was part of the 2012 CASE Social Media and Community Conference and co-presented with Nyleva Corley, web and social media manager at UT Austin. Summary: Your audiences experience your brand and hear from you through a long list of social media and non-social media channels, and you shouldn't expect them to connect the dots. You need to develop an institutional plan that will allow you to stay on message across multiple communication channels using everything from social media aggregators to editorial calendars to social media campaigns. Not only that, a social media strategy isolated from your broader communication strategy is a risk. We'll share specifics and demonstrate best practices through case studies from educational institutions.