ABSTRACT
What’s the actual return on investment (ROI) of actively engaging on social media? Is it really worth my time? What tools are best suited for my audience? Isn’t Twitter just a self-promotion platform for the “popular celebrities” of higher education (higher ed)? How do I express my personal opinions and views but still represent (and not get in trouble with) my institution? Do students actually want to connect with me online—won’t that be awkward? If I connect with a parent, won’t they message me 24/7?! Social media feels like a second job—how do I carve out time to keep up? How can I tell if it’s making a difference? These are all valid questions about using social media, which I get often, and are best answered by sharing a story.
