I’ve keynoted and regularly speak at conferences covering digital and content strategy, social media, experimentation, team management, and analytics.

Upcoming Talks

Please contact me for availability.


CASE 2019 Summer Institute in Communications and Marketing
July 29, 2019 (Boston, MA)

The Content Strategy Podcast epidsode #23
July 16, 2019
“Mike Petroff and Aaron Baker, Harvard University // Democratizing Data at Harvard”

Academic Impressions
May 16, 2019 (Online Webinar)
“An Innovative Approach: Distributed Content Strategy in Higher Ed Marketing”

Confab 2019
April 23–26, 2019 (Minneapolis, MN)
“What’s the “Scoop”? Building an editorial analytics dashboard with purpose”

Converge 2019
February 19-21, 2019 (Atlanta, GA)
“Leveraging digital platforms to produce, distribute, and measure your stories”


Leveraging High Impact Stories to Build Institutional Visibility
October 29 – 30, 2018 (Boston, MA)
“Finding the Right Stories and Choosing your Platform”
“The Art of a Compelling Story”

Social Media Strategies Summit
October 11-12, 2018 (New York City, NY)
Setting KPIs and Measuring the Performance of Your Social Media Programs

ContentEd Live
June 14-15, 2018 (London)
“Keynote: Small Bets, Big Payoffs: How to Create Change Through Experimentation”

Academic Impressions Webinar
May 15, 2018
“A New Approach: Distributed Content Strategy in Higher Ed Marketing”


ContentEd Live
June 29-30, 2017 (London)
Keynote speaker

Converge 2017 Conference
February 21-24, 2017


Social Media Strategies Summit (Boston 2016)
November 2-3, 2016

DAA Boston Symposium 2016
September 13, 2016
“Marketing Technology Leaders Panel”


Social Media Strategies Summit
July 21-23, 2015
“Embedding Social Media in You Communications Strategy”

Hootsuite Enterprise Webinar
July 16, 2015
“Accurately Measuring Your Social ROI”

Harvard University IT Summit 2015
June 4, 2015
“Making the Case for UX”
A cross-Harvard UX group has formed for the purpose of supporting each other and the greater Harvard community, ultimately to provide guidelines and best practices for methodologies, research, and inserting UX into development processes. Join a discussion of case studies of UX projects with members of the group.

SXSW Interactive 2015
March 14, 2015
“Beyond the Click – How to Measure the Attribution of Your Social Strategy” hosted by Hootsuite


Confab Higher Ed 2014
Nov 12-14, 2014
“Social strategy: Thinking beyond today’s posts”
A big challenge for those running social media accounts is balancing short-lived content opportunities with long-term campaigns and projects. How can the core elements of content strategy help solve this challenge? Let’s take a step back from day-to-day social media management and explore overarching frameworks for your social media presence. Build a social strategy that is collaborative, scalable, and goal-oriented.
Watch video

CASE Advancement Talk Podcast
October 2014
Hear how much time leaders should spend on channels like Facebook and Twitter. Also, learn some time-wasting behaviors to avoid.

Higher Ed Content Conference
Apr 30, 2014
“How to Extend the Life of Your Digital Content for Greatest Impact”
Entirely focused on content strategy and digital content processes in higher education, the 1st edition of the Higher Ed Content Online Conference features sessions presented by higher ed professionals with content solutions to real higher ed problems.
Storify recap

Higher Ed Live
April 24, 2014
“Content Strategy – Unicorns and Real Talk”
A Google+ Hangout with Higher Ed Live and digital content strategists working in higher education.


CASE III District Annual Conference
December 12, 2013
“Effective Social Media Tactics”
A Google+ Hangout with digital media directors discussing how to use social media at an institutional level.

Insert Content Here, Episode 19: Mike Petroff talks Digital Strategy at Harvard
October 21, 2013
Interviewed by Jeff Eaton on content strategy in higher education, social and web content, and the future of news.

Shorty Awards Google+ #HigherEd Hangout
September 4, 2013
A Google+ Hangout with heads of social media from various top universities, hosted by the Shorty Awards.
Read a recap

Lawlor Group Symposium
June 12, 2013
“Strategies to improve the lifecycle of your digital content”
The Lawlor Group will offer a pre-Summer Seminar symposium on Wednesday, June 12. Some of the most dynamic higher education digital thought leaders have been assembled to provide you with details and examples of how to become even more effective in communicating your institutional value proposition.

Read a recap of the presentation.

CASE: Social Media and Community Conference
April 17-19, 2013
“How to Manage a Social Media Team (even if you don’t have one)”
This conference will bring together experts, leaders and professionals passionate about the conversation made possible by social media channels. Social media novices and experienced social media strategists will find topics that explain and expand, and opportunities that intrigue and inspire.

January 13, 2013
“Looking Ahead: Marketing & Web Predictions for 2013”


Web Publishing at Harvard: Challenges, Opportunities, & Case Studies
August 21, 2012
The panel discusses web publishing and highlight the strategic and practical approaches for web publishing at Harvard and beyond. The panel also includes Mike Petroff, Digital Content Strategist at Harvard, Sarah Horton, Web Strategy Project Lead at Harvard, and Esten Perez, Director of Communications for the Harvard Institute of Politics.

EdTechup – August 2012 Event
August 8, 2012
“Innovation in Higher Ed: How Technology is Shaping The Way Students Learn”
Recap from Bostinno

College Media Conference 2012 (Washington, DC)
June 27, 2012
“Social Media, Web and Mobile Content Challenges”

NEACAC 2012 Conference
June 1, 2012
“I’m a Social Media Department of One: Budgeting Your Dollars and Time for Maximum Effectiveness”
Presenting with Dean Tsouvalas of StudentAdvisor.com

AdmissionsLive Guest
April 11, 2012
“May 1 Admissions Special”

EDUchats Featured Host
Download chat transcript
April 11, 2012
“Admissions and Yield in the Age of Social Media”

eRecruitment Web Forum, hosted by CollegeWeekLive
February 23, 2012
“Social Media from Search to Yield: How Social Impacts the Recruitment Cycle”

February 16, 2012
“Twitter in Education”
Guest appearance with David Gerzof Richard, social media professor at Emerson College.

HigherEdHero.com Webinar
February 8, 2012
“YouTube U: Techniques to Boost Enrollment with an Effective Video”

Campus Tech Connection (#CTCX) show
January 31, 2012
“#CTCX No. 56 Show Notes: Hashtags, Events, Sharing & Connecting in #HigherEd”


HigherEdHero.com Webinar
December 8, 2011
“Using online technology to improve student and parent experiences, marketing and recruitment”

HighEdWeb 2011
October 23-26, 2011
“Customer Service & Social Media: You Can Do Better”
Presentation slides | Live blog recap

HighEdWeb 2011
October 23-26, 2011
“Admissions 101 for Web Professionals”
Post-Conference workshop with Karlyn Morissette

Hosted live chat on Converge Consulting Friday After Class
October 21, 2011
“The Role of Social Media in Student Recruitment and Admissions”
View chat recap

Live in-studio guest on HigherEdLive.com
September 18, 2011
“Virtual Campus Tours”

FutureM Panel Discussion
September 12, 2011
“Beyond the University Website: Future of Digital Marketing in Higher Ed” [video]

July 31, 2011
Innovation in Education: Where is the 21st Century University?

eduTweetup Boston 2011
July 29, 2011
Producing and Hosting Event with Seth Odell (Higher Ed Live)

Meet Content Panel
May 3, 2011
“Creating and Sustaining Higher Ed Web Content That Works”
Read the Storify recap of the event.

Higher Ed Hero Webinar
May 3, 2011
“Virtual Campus Tours: Marketing Tips to Attract Prospective Students”

April 24, 2011
Episode 30: Welcoming the Class of 2015

.eduGuru Summit
March 22-23, 2011
“Boosting Customer Service with Social Media”

Higher Ed Hero Webinar
February 9, 2011
“YouTube for Higher Ed: Tips to Promote Your College & Go Viral”

CollegeBoard New England Regional Forum 2011
February 3, 2011
“Integrated Marketing – Creating Communities that Work”


October 24, 2010
Episode 7: #SimTech10 & Social Media Policy

Stamats Integrating Marketing: Technology Conference
October 2010
Panel discussion with Kyle Judah, Michael Fienen, Robin Smail, Nick DeNardis, Jason Woodward, Karlyn Morrisette on “How to Create an Effective Social Media Policy”

Interviewed by the Emerson Channel
September 2010
Interviewed by the Emerson Channel, Emerson College’s award-winning college television network, on beginning an official social media presence at the school

Boston’s Mashable Social Media Day
June 2010
“The State of Social Media in Higher Education” [video]

Interviewed for “On The Go with Ed Cabellon”
June 2010
“Virtually Welcoming:  Building Community With Your Incoming Class”

Featured on BostonTweetupTV.com
2009, 2010
Interviewed on the show and hosted several Boston-area higher education tweetups in 2009 and 2010

Press and Interviews

Interviewed by Pickle Jar Communications
“Experimenting in education marketing and communications: the sector speaks”

Featured by Social Media for Colleges blog
February 2015
Great social media idea: Hosting GIFs on Giphy

Co-moderated #casesmc Twitter chat
March 2014
CASE Twitter Chat Recap: Time Management for Social Media

Interviewed for Chronicle Vitae article
January 2014
“Conference Season Is Here. Don’t Stink at Twitter.”

Featured in CMS Myth article
January 2014
“Harvard University’s Mike Petroff on building more sustainable content management platforms”

Featured in Bostinnovation article
June 2013
“14 Must-Follow Twitter Accounts for Boston-Based Content Marketers”

Featured in Bostinnovation article
July 2012
“The Social Media Channels Schools Can Do Without”

Featured in Bostinnovation article
June 2012
“10 Local Higher Ed Experts to Follow on Twitter & Why”

Interviewed for USNews Education article
March 2012
“Graduate School Applicants Use Social Media to Bypass Admissions Offices”

Interviewed for Bostinnovation article
December 2011
“Why Colleges Should Be Creating a Google+ Page Right Now”

Interviewed by MeetContent.com
November 2011
“Content and Community in Higher Education”

Quoted in Bostinnovation article
October 2011
“How Colleges & Universities Brand Their Social Media Sites To Keep Their Integrity Intact”

FutureM Panel Presentation Covered by New England Post
September 2011
“Inside FutureM: Digital Marketing & Higher Education”

Featured in Higher Ed Live Blog Post
April 2011
“The new acceptance letter: ‘You made it… now join the community!'”

Featured by Fathom Online Marketing
April 2011
“Five Powerful Ways to Use Twitter in Higher Education” [white paper]

Interviewed by BostInnovation
February 2011
“Social Media Meets Academia: How Emerson College Keeps its Community Connected”

Interviewed by Fathom Online Marketing
“Why Your School’s Social Media Strategy Is Falling Behind” [white paper]

Interviewed by Rachel Reuben for CASE Currents Magazine
January 2011
“Managing social media is a team sport” [full article text]

Interviewed by Time.com
April 2009
“Facebook’s Latest Role: College Guidance Counselor”

Guest Writing and Appearances

Tree.com Education Blog
March 2011
“Optimize Your YouTube EDU Channel And Videos”

Unigo Admission Experts
February 2011
Listed on “Admission Expert” Network on Unigo.com

OneForty.com Blog
July 2010
“Featured Tweets: Mike Petroff Uses Hootsuite to Manage Emerson College Social Presence”

eduStyle Awards – 2010 Judge
July 2010
The eduStyle Higher-ed Web Awards celebrate the best work in college and university websites. I participated as a judge for the 2010 awards.

October 2009
Protecting your College’s Intellectual Property on Facebook: Learning from the Class of 2014 Groups