Sandra Muir & Kim Elworthy

Digital Marketing/Social Media Department, Wilfrid Laurier University

Thank You, Next: How a platform strategy can help you let go of branded accounts

Gone are the days when everyone had one favourite social media platform. Today, most people have multiple accounts – and many are using them in very different ways. However, for most companies and organizations, the resources to manage social media haven’t increased as dramatically. That begs the question: where should you best direct your social media resources to meet your communications and strategic goals?

In this session, you’ll learn about the “ARC” strategy that will help you determine which accounts are the best match for your needs and goals. This will include an overview of the strengths and weaknesses of the top platforms, as well as what your metrics can tell you about where you’re seeing the most success. We’ll also go through an exercise that will help you look strategically at your own accounts and see if it’s time to let go.


Sandra Muir is passionate about social and digital media, storytelling, and analytics. A former journalist with experience in corporate marketing and communications, she is currently the Manager of Social Media and Digital Marketing at Wilfrid Laurier University. At Laurier, Sandra oversees the strategic management of the main institutional social media channels, while also supporting more than 70 departments and programs utilizing social media as a communications channel. In addition to her social media duties, she supports the creation and implementation of digital marketing content and strategies.

Sandra has an MBA from Laurier, a Bachelor of Journalism from Ryerson University, and a Bachelor of Arts from Western University.

Kim Elworthy was drawn to social media because of a love for film, storytelling and writing – and hasn’t looked back! Currently the Social Media Strategist at Wilfrid Laurier University, Kim started her career in Toronto’s television industry, working on series under the Slice Network, HGTV and the Food Network. Coming home to Laurier, she’s worked in communications producing video, writing press releases and organizing events in alumni relations, research and central communications.

Kim has a Bachelor of Arts from Laurier, currently sits on the board of directors for the Grand River Film Festival, and can’t seem to stop scrolling through social media news feeds.