Higher ed leaders increasingly need support from their marketing and communications teams to be more effective in their engagement and communication on social media. In his recent book, #FollowTheLeader: Lessons in Social Media Success from #HigherEd CEOs, author and PR pro Dan Zaiontz offers many best practices that senior administrators and executives in higher education can employ in order to achieve meaningful results for their institutions. In this session for #PSEWEB, Zaiontz will discuss recommendations, counsel and tips on how trusted advisers, including marketing and communications staff, can strategically support their organizational leaders in delivering more compelling and effective social media content.