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Creating a true strategy for social media can be a very trying effort. Besides choosing the most appropriate channels for your audience, you also have to create content, choose a voice and maintain conversation and engagement at a pretty high level. You also need to decide how loud your audience's voice is in comparison to your own. At Hamilton College, our strategy has turned this idea on its head: what if the audience was the primary content creator and voice? How do we then 'feed the beast' and highlight the great content coming from our campus, our alumni and our communities? Enter 'The Scroll' - Hamilton's home grown moderated social media mash-up. Find out the strategy behind this endeavor, how content is being curated, cultivated and maintained, and how research, buy-in and education lead to its creation.