I was engaged by Lincoln University to conduct an expert review of the University's social media activity. The purpose of the review was to provide the Marketing team and other stakeholders with an impartial assessment of the status quo, and recommendations for future areas of focus.

The published review comprised:

* A discussion of the nature of social media and the opportunity it presents for Lincoln University, designed to ensure parity of understanding among the diverse set of parties to the review.

* A detailed review of the performance of each of the University's social media properties, in terms of ROI and application of best practice. This included content strategy, measurement and analytics, SEO, video and image production, and team coordination, tools and workflow.

* An assessment of the extent, quality and value of the University's social reach (Paid, Organic and Viral).

* A set of detailed recommendations for the future use (or in some cases cessation) of each social platform. This covered Facebook, LinkedIn, Twitter, Pinterest, YouTube, Instagram, Google+ and SnapChat, as well as the University website.

My findings and recommendations were instrumental in achieving alignment or objectives and priorities among the University's diverse - and often conflicting - stakeholders. With the resulting clarity of purpose, the marketing team has been empowered to focus its time and resources on channels and activities that support its student acquisition objectives.

This has greatly simplified planning, production and administration, improved quality across the board, and delivered a significant increase in ROI.