Marketers in all industries — including higher education — feel overwhelmed by the looming presence of social media. They know they have to use the tools of the social web, but struggle with how to do so effectively.

Some still aren’t sure where to begin, concerned that they’ll make mistakes and alienate the very people they’re trying to cultivate. “Almost every marketer I meet asks me how does social media marketing work,” says Mary Henderson, CEO of an online technology firm.

A recent gathering of executives from businesses and colleges in the Raleigh-Durham area looked at the promise and pitfalls of social media and offered the following observations:

• Social media is a beast that cannot be avoided.
• Listen, observe, crawl before you jump into it.
• Be authentic at all times!
• Using social media effectively means being consistent.
• Focus on your target audiences, using the appropriate voice to engage them.
• Take your core marketing strategy and use social media as another tool.
• Transparency is very important, but creativity makes a big difference.
• Establish relationships with your social media community before you promote your brand.
• Don’t be afraid of social media.
• Old folks can do it, too!
• Social media is an opportunity to honestly develop a relationship. That relationship is integral to your community. It is trust.

As complex as the social web can seem, there are a few fundamentals that can lead to success. Two of the superstars in higher education marketing are collaborating for a free 30-minute webcast on March 19th.

Learn more and register for “Social Web Strategy: The Five Fundamentals”