8:30 am -9:30am – Registration

9:30 am -9:45am

Welcome and Opening Remarks

Gabriel Welsch, CUPRAP President and Vice President of Strategic Communication and Marketing, Juniata College

9:45 am -10:45 am

Using Social Media Insights to Drive Offline Outcomes

Dr. Liz Gross, Director, Campus Sonar

Recognized thought-leader, data-driven marketer and higher education researcher, Liz Gross will discuss why your social media work should not be solely focused on followers, likes, engagement rate, and reach. Learn how to connect your social media efforts to outcomes like admissions inquiries, alumni engagement, better media pitches, and effective marketing campaigns.

Break – 10:45am – 11:00am

11:00am – noon

Case Study Panel – Representatives from the University of Pennsylvania, Carnegie Mellon University and Juniata College will share their social media processes, including task distribution within their departments and discuss what is working and what isn’t within their shops. Moderated by Joseph J. Master, executive director of marketing and digital strategy, University Communications, Drexel University.

Lunch – noon – 1:15pm

1:15pm – 2:15pm

Social Media Firestorms:  How to extinguish, survive and prosper

Mark R. Weaver, Esq. CEO of Communications Counsel

Social media has been a blessing as well as a curse to higher education marketing and public relations.  When a crisis strikes, turmoil and negativity can tarnish your image in a matter of minutes. Mark Weaver, a crisis communications expert with three decades of experience, will discuss ways to be prepared to put out the fire before too much damage occurs and perhaps turn the situation into a positive for your school.

Break  -2:15pm -2:30pm

2:30pm -3:30pm

Case Study Panel – Representatives from Georgian Court University, York College of PA and Bloomsburg University of PA will share their social media crises and challenges and discuss what they did to move forward.