The brand of an institution isn’t just defined by what the institution says. In fact, the community surrounding an institution generally has better stories to tell, and sometimes better methods of telling them. Because of this, brands don’t want to drive entire conversations, but merely create the stage for these conversations to take place. Through collective efforts, you, too, can authentically share your institution’s story. In this session, we’ll explore * listening on social channels, * curating authentic voices, * methods and strategies for recruiting and sharing community content, * measuring and gauging your “returns” -- on your community and on engagement, experience, and emotion -- and * showcase examples of taking curated content to the next level.
