ABSTRACT
For higher ed professionals at all levels, the author proposing that influence applied online is partially due to the readers campus position and resources, but more significantly, digital influence is their ability to create high-quality, consistent content for engaging in conversations that build a vibrant online community. The digital leadership guiding principle of embrace change is showcased in the number of tools Walter M. Kimbrough has tried out, his advocacy for social media with other university presidents, and his willingness to be an open-access president. Digital leaders must strategically approach a tool, connect with intended audiences, and implement a realistic and consistent methodology. This is documented as a discernment roadmap for digital leadership that has four pillars: user engagement, digital tools and strategy, digital contribution, and intended purpose. Working with the readers’ advancement office to ensure online presence is a major consideration for fundraising campaigns and events, especially if their institution has social media days of giving.
