Strategic communication comes in a variety of forms: print, television, radio—and yes, even social media. When representing a brand or organization, a Snapchat story requires and deserves the same thought, consideration and purpose-driven oversight as a press release or PSA. Nikki Sunstrum, Director of Social Media for the University of Michigan, highlights how a captivating and impactful social media presence can be one of the most effective ways to facilitate personal connections and communicate key objectives to stakeholders. Join us as she shares success stories about reaching a diverse global audience across a variety of platforms, leveraging engaging content that consistently reflects the values, traditions and excellence of U-M while also showcasing the dynamic and tenacious spirit of every Wolverine.


This episode is sponsored by PRSA's Counselors to Higher Education

Episode Host


Director of External Relations, University of Delaware


Nikki Sunstrum

Nikki is director of social media at University of Michigan. In her two years at U-M, Nikki has transformed UMSocial into a pillar of global best practices among higher-education peers and industry professionals. Her collaborative and goal-oriented methods have expanded the impact and understanding of online communications universally and cultivated audiences that now place U-M within the Top 10 on every major social media network. Nikki is a recognized leader in the development and evaluation of emerging communication strategies for high performance and goal-oriented results. Prior to assuming her current role, Nikki developed and coordinated the State of Michigan’s statewide social media footprint: reinventing constituent engagement, elevating transparency, and establishing Michigan as a trailblazer and leader for government social communications. By the end of her tenure, Michigan ranked third nationally in engaging government communications methods, making her responsible for managing daily interactions with an external audience of 6 million and an internal one of more than 46,000 state employees.