This presentation is based off of my doctoral dissertation, a qualitative exploratory multi-case study around strategies used by social media managers in higher ed institutions to create engagement with stakeholders. The literature and data resoundingly proved that the culture and leadership of the institution was at the crux of any level of success on social media. I have built this presentation to show the evolution of higher education in conjunction with the changes in social media marketing and brand management. These changes must take place in every facet of the institution to build a student focus that can be authentic when brand communities are developed on social media platforms. This approach must be understood, embraced, and championed by leadership on campus for the social media manager to be successful. The attendees will be given frameworks in which to plot and analyze their current campus context and culture on and offline.