How Columbia University unified a fragmented social marketing setup

Columbia University is the oldest university in New York, and the fifth oldest institution for higher education in the United States. Its School of Professional Studies offers 14 master's degree programs across a range of disciplines, and social media is a big part of connecting with new students, nurturing the alumni network and keeping the various programs aligned in their communications strategy.
But how can you bring social media to the forefront of communications in an institution that was