ABSTRACT
Digital leaders have a clear yet flexible strategy that aligns their purpose, values, and personality, as well as institutional objectives. Just like the development of a values-based strategy with intent to influence, inspire, and impact, metrics for digital leaders need to be different. As more universities and colleges recruit international students and develop global programs, social media platform access and activity for each country need to be researched. The discernment roadmap for digital leaders is a substantive self-reflection process that includes four pillars. The digital discernment pillars for digital leaders include the following: community engagement and stakeholder activation, digital tools and strategic communication, real-time contribution and intended purpose. The four pillars of discernment for digital leaders fill up three quarters of what completes a values-based, purpose-driven social media strategy. The chapter offers four means that will ease the logistics of maintaining an online presence: organizing content, scheduling tools, staffing, and saying no.
