Andrew Cassel has been creating and curating social media content for higher ed since 2011. Cassel speaks regularly about social media content including appearances at ContentEd 2021, HigherEd Experts 2018, 2019 and 2020 Higher Ed Content conferences, the American Geophysical Union 2018 annual fall meeting, as well as full sessions at the 2017-2023 HighEdWeb annual conferences. Cassel was awarded a best in track Red Stapler at the 2017 HighEdWeb Annual Conference and is a five-time winner of Aurora Awards of Excellence from the Public Relations Society of America — Alaska including the 2018 Grand Award of Excellence. In 2019, he was a host for Higher Ed Live — Marketing Live. His paper "Divesting from Facebook and Instagram," based on his HEWeb 2022 session, was published in the winter 2023 peer reviewed Journal of Education Advancement & Marketing. He is a regular contributor to Cassel is currently the senior social strategist and content producer at Middlebury College.