Today, university leaders are expected to be active on social media. Whether they handle their own accounts or expect you to do it for them, it’s still your job to keep them out of trouble and on message. With two years experience as communications manager for UBC President Santa Ono — who has been called a higher education social media rock star — Terry Lavender offers his insights on how to balance the needs of the institution and the individual leader in a 24/7 social media environment.