Hi Linda, Student involvement is a great way to start off right before diving in. The better the understanding of the audience, their behaviors, and their preferences, the more intentional you can be with using social channels to achieve your goals. An issue I have seen is schools trying to use their channels for multiple, different purposes. For example, Admissions wants to generate inquiries (leads) whereas Career Services wants to brand the career center and increase student participation. The goals change the tactics, the messaging, the content....everything essentially. Consequently, some institutions have different accounts for different purposes. Take all of this into consideration combined with your research and you will be off to a great start. Robert Starks Jr.