This document outlines how to develop an award-winning social media program, using Lynn University's #lynndebate as a case study. It discusses setting goals and focusing on the target audience, optimizing existing platforms and launching new ones to popularize #lynndebate, recruiting student storytellers and creating engaging content across various social media platforms. Metrics showed #lynndebate trending highly on Twitter and large increases in key metrics like Facebook impressions and photos shared on Instagram. The key takeaways emphasize setting goals, engaging audiences, measuring results, and adapting strategies.