Once upon a time...
... a collge or university's web presence might have looked like this:
WEBSITE
Content
Editor
Content
Intern
HTML
Editor/
Designer
HTML
Intern
+ staff writers
Wrangling the Octopus
Managing your social media ecosystem
Aaron Rester
Senior Manager of Electronic Communications,
University of Chicago Law School
Twitter.com/aaronrester
(approx 400 pages)
Website
(approx 2500 pages)
Mgr. of Electronic 
Communications
Asst. Dean + Asst. Dir.
Communications
Students
Mailing lists
Twitter
Facebook
Flickr
Digital Signage
iTunes
Blip.tv
Cotweet
Feedburner
Yahoo Pipes
Typepad
Echofon
Faculty
Faculty Blog
Becker-Posner
Blog
Electronic 
Projects Blog
Alumni News
News
Faculty 
Podcast
Student Events 
Podcast
Alumni
Magazine
Staff members with CMS privileges
Email Blasts
Career Services
Staff
LinkedIn
External Affairs
Staff
Admissions
Staff
CMIG
(videographers)
(Communications Office)
dlvr.it
Track Feeds
The Starfish Strategy
"A starfish has many legs radiating outward from its central core. It uses its legs to move toward its prey, which it will ultimately devour with one of its stomachs. The analogy should be clear. Social media--blogs, text messaging, video, and social networking--are the legs of your online strategy. Your Web site is the belly of the beast, where you convert visitors into customers."
- Robert Scoble, "Fast Company"
   December 1, 2007
General Principles
Automate as much as possible...

... but don't lose the human touch.
RSS
= Real Simple Syndication
Drupal,
Our CMS,
makes RSS 
a snap.
YouYou  
Library Blog
Library
Staff
Events
Goodreads
CMIG
(videographers)
Mgr. of Electronic 
Communications
Blip.tv
University
YouTube Channel
Goodreads
(author profile)
Law School Website
Yahoo Pipes
FeedBurner
Digital Signage
Email Blasts
dlvr.it
Facebook
Twitter
CoTweet
Echofon
(.mov)
upload
auto distribute
embed
auto embed
RSS
master feed
headline animator
RSS
wall post (link)
real-time
tracking, search,
& collaboration
RSS
bit.ly
the "simplified" version 
Get social.
find this presentation at http://tinyurl.com/wranglingtheoctopus

find me at twitter.com/aaronrester