Career Gateway: Social Media & Digital Marketing Metrics

Date & Time:
Thursday, April 23, 2015 - 5 p.m. to 6:30 p.m.
TBD, 1928 St. Marys Road, Moraga, CA 94575
View a map and get directions.

Presented by:  Sandy Mallalieu, Director Interactive Media and Web Communications, Saint Mary’s College


Websites, email, social media, digital advertising. So many touch points, so much data and so little time, for you and for engaging current and potential customers. 

With analytics tools, you get a window into people’s engagement. But knowing which data to track with these tools – and which data to skip – can be tricky. Your analytics tools are only as good as the data you send them. 

If you are considering a career in marketing and communications you’ll likely be responsible for managing email marketing, social media, digital ad campaigns and/or website content. Thinking about starting your own business? You’ll need to prioritize your efforts for establishing and managing your brand.

In this session we’ll look at a range of digital engagement options, the context in which they are best leveraged and how they can be evaluated to guide an ever evolving integrated communications and marketing strategy. 

Key Topics:

  • Using business goals to sent digital-focused objectives.
  • Choosing digital activities that best support the achievement of your objectives.
  • The importance of coordinating online and offline messaging.
  • Overview of tools you can use to gather metrics.
  • Which metrics you should share with leadership and those that can help guide your daily work.


Sandra Mallalieu is the Director of Interactive Media and Web Communications at Saint Mary’s, where her team focuses on using digital and multi-platform marketing to increase active engagement with prospective and current students, alumni, donors and college community members. She has over 15 years experience working in higher education, specializing in online strategy and user experience. From managing the online presence for Harvard Business School to the user experience of MIT’s OpenCourseWare ( and alumni association, she has led efforts in organizations to define, implement, measure and evolve their digital efforts. She volunteers as a technology and communications consultant to her alma mater, Mount Holyoke College, and is a small business owner of Muddy Paw Studio, a photography studio. Sandy also holds a master’s degree in International Relations from Syracuse University’s Maxwell School of Citizenship and Public Affairs.


RSVP is required. Please email your RSVP and include Social Media & Digital Marketing Metrics in the subject line: