In December 2017, we made a social media campaign out of our most-loved social media posts of the year. Not only did it make for some great filler-content for the holiday break to re-purpose some of the year’s highlights, but it taught us of the surprising and not so surprising themes our audiences love on each platform, how the platforms differ, and how they’re the same. Behind the scenes, we also looked at the worst-performing content of the year, and used that to modify our social plan for 2018. We also weren’t afraid to share our worst content with our fellow departmental communicators across campus. Now, in 2018, we do this every month, looking at the best and worst, and sharing that information with anyone who could find it useful.