From burnout to buy-in: Designing an intentional mission-driven social media workflow that actually works

We've all heard the mandate: "Do more with less." Whether that means fewer staff, limited student hours or the constant pressure to outpace shifting algorithms, the result is always the same: reactive content, inconsistent posting and, ultimately, burnout. Drawing from first-hand experience and successful trial-and-error at Stony Brook University, this session introduces a practical solution for stepping off the "trend-first" treadmill and moving toward an intentional, system-first approach. You will explore a scalable, mission-driven framework that prioritizes clarity and sustainability over urgency. By analyzing real audits conducted across Stony Brook's Division of Student Affairs, from solo professional staff to fully student-led teams, we will walk through a repeatable process that increased our posting consistency by 86% and drove a 40% rise in organic engagement, all while lowering staff stress levels. This presentation will be broken into four phases:

• Phase 1 — Audit — Diagnosis: Understanding what's working, what's not and why.
• Phase 2 — Strategy: Finding your "North Star" through channel-specific mission statements that empower you to say "no" to content that doesn't fit.
• Phase 3 — Infrastructure: Implementing content pillars that provide structure while allowing for flexibility across different voices.
• Phase 4 — Execution: Adopting a rolling four-week model that separates planning, production and distribution to eliminate last-minute stress.

Finally, we will discuss the "AI as an intern" approach. We'll demonstrate how to integrate AI as a partner — not a replacement — to handle the heavy lifting of scheduling, accessibility and brainstorming. You will leave with more than just a list of tips; you will gain a blueprint for a sustainable ecosystem that protects your time and elevates your mission. This session will be delivered as a structured presentation grounded in real case study examples from Stony Brook University's Division of Student Affairs. You will engage in brief guided reflection prompts to identify your own channel goals and capacity challenges. The session will conclude with a clear "what's next" roadmap, including practical application strategies drawn from the case study, followed by time for audience questions.