Social media managers aren’t just posting: we’re listening, interpreting, and building community.
Our strongest signals don’t come from dashboards or metrics – they come from the communities we serve. When we listen closely, those signals reveal what our communities care about, how they connect, and which stories truly resonate, ultimately shaping our strategies, building our brand, and strengthening our community.
That’s why we like to call ourselves Strategic Community Architects!
In this session, we show how social teams can transform social media from a tactical channel into a powerful strategic tool by adopting a “social-first” mindset, actually collaborating cross-functionally, and leveraging peers as influencers.
We discuss the value of making data-driven decisions, empowering authentic voices, and how we – as Strategic Community Architects –must continue to evolve in order to tell our institutional stories, build trust with our audiences, and strengthen communications far beyond the feed.
Because social media isn’t just another channel – it’s where communities form and grow, conversations start and deepen, and the signals for smarter strategy begin.
Christie Ledgley
Manager, Social Media and Issues Management, Wilfrid Laurier University
Christie has worked in higher education for the last 13 years — predominantly in social media, communications, digital marketing, and issues management — and has been in her current role at Laurier for seven years. She leads Laurier’s social media strategy across three campuses, over 60 social media accounts, and is at the helm of the institutional accounts. She has a deep passion for pop culture and the zeitgeist of the internet.
Christie has a love of tennis, travel, books, and finding the perfect pastry. You can usually find her outside.
Kara McDowell
Manager, Student Affairs Communications, Wilfrid Laurier University
Kara is an internal student communications specialist who keeps student life connected across social, email, web, and everything in between. As the driving force behind @studentlifeatlaurier on Instagram, she leads a team of content creators – our in-house influencers – who produce all user-generated content for this peer-led platform. Passionate about bridging the gap between institutional messaging and the peer-to-peer voice, Kara focuses on transforming student updates into engaging, scroll-stopping content.
Outside of work, you can find Kara bringing together her passions for hosting, DIY, and baking that showcase her love of community and connection.