Explore Social Listening Topics

Social listening is analyzing online conversation data to deliver actionable insights. Our strategic insights support multiple areas on campus, such as reputation management, brand benchmarking, admissions and enrollment, and market research. Learn more about social listening and how it can benefit your institution.

Ear icon, listeningSocial Listening in Higher Education

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Understand what social listening is, how data-informed marketing provides actionable insights, potential outcomes of social listening, and why it's a strategic investment. 

Conversation bubblesStudent
Engagement

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Responding to students is key to converting inquiries to applications and engagements to donations. Social listening can help you engage prospective students to increase your yield or nurture relationships with engaged students who become engaged alumni. 

School iconCampus Reputation Management

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In higher education, your reputation is in the hands of the general public. It's your job to understand what the public says about you, and align your content with strategic goals to inform public perception. 

Megaphone and computer monitorInfluencer Marketing in Higher Education

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Influencers can drive your brand's message to a larger market. They're people with the potential to influence attitudes and behaviors tied to key enrollment, fundraising, and branding outcomes, allowing you to harness the power of peer influence for strategic impact. 

Ringing bellCampus Crisis
Management

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Having a crisis plan in place ensures you're ready when a crisis rises to the surface. Social listening can help you know when a crisis is brewing so you can monitor the issue in real-time, ensure campus safety, and mitigate brand impact. 

Magnifying glass searching data pointsAudience Research and Conversation Analysis

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Understanding your audience allows you to be impactful in everything your do—from outreach to marketing. Social listening is a proven research and analysis method that allows you to achieve faster insights and empowers you to develop data-informed strategies.

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The Sonarian Sitdown

Campus Sonar CEO Liz Gross offers bits of information and tips related to social listening, marketing, and higher education.

What Is Strategic Social Listening?

 Liz explains that the internet is real life and strategic social listening captures and categorizes the conversations and mentions about your organization, allowing you to create data-driven insights that engage your campus’s strategy.

 

Social Listening Is Modern Marketing

Market research helps you gather insights and craft messages that resonate with your audience and achieve strategic objectives. This episode explains how new research methods like social listening help you understand the mindset and decision-making of your target audiences. 

 

The Benefits of Influencer Marketing

Influencers create a connection between audience and content. Embracing influencer marketing can contribute to your strategic goals and provide tangible benefits that are valuable to your institution.

 

Identify Influencers

Leveraging influencers can impact the conversation about your school and build your social media and brand strategies. Learn how to find influencers, determine the right fit, and measure your success. 

Strategic Social Listening

Social listening allows you to strategically analyze online conversations. Once you determine your inputs and analyze them, you end up with outcomes and impacts that are directly related to your campus goals. 

 

Crisis Case Study

Campus Sonar recently helped a university client manage a crisis and understand if the story was spreading, how it was spreading, and how quickly it was spreading. By monitoring the conversation, reviewing the dashboard, and developing a response, the client avoided any additional attention.

 

Crisis Social Listening Metrics

Six key social listening metrics help you be proactive, rather than reactive during a crisis. This vlog explains each metric, how it helps you identify actionable insights, and how you can use the information to advise your leaders and respond to the situation. 

 

5 Questions to Answer in a Crisis

If your campus experiences a crisis, using strategic social listening will help you answer five critical questions. This vlog shares how the answers to these questions help you monitor and manage the crisis so you can determine your campus response.

 

Brand Attribute Conversation

Brand attribute conversation is a brand metric that helps you quantify your brand identity. Capturing and categorizing the online conversation that aligns with your attributes, helps you can quantify it, measure it over time, and identify opportunities to improve your messaging.

 

Share of Voice

Share of voice is a brand metric that compares your brand content to your competitors’ content. Calculate share of voice and measuring the changes over time help you determine if your brand perception changes.

 

Owned vs. Earned Content

Owned and earned content is a brand metric that allows you to segment your branded content and calculate your ratio of content, measure it regularly, and shape your messaging.

 

Brand Management Metrics

Brands today are based on what the general public says about you, not to you—for better or for worse. This vlog explains how you can gain a clear understanding of what the public thinks about your brand by listening to the conversation.  

 

 

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In the Wild

Blogs, articles, podcasts, and vlogs featuring members of the Campus Sonar team or insights and research about social listening.