Adapting Social Media to the Virginia Tech Brand (Presented by Kate Adkins, associate director, social media; Afton Mulkey, social media coordinator; and Jackson Sirbaugh, social media coordinator)
Led by the Virginia Tech Social Media Team, this session will explore how to thoughtfully adapt trending content to reflect the university’s brand, voice, and values. As trends evolve rapidly across platforms, it’s important to strike a balance between engaging with timely content and maintaining brand consistency. The presentation will offer practical strategies for evaluating trends, tailoring them to fit a higher education context, and ensuring content remains authentic, inclusive, and aligned with Virginia Tech’s mission. Attendees will also get a preview of recent examples and learn how the central social media team approaches trend participation, from ideation and approvals to execution and performance. The session will emphasize how strategic use of trends can support broader goals like increasing brand visibility and strengthening audience connection.