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Opportunities for social listening in higher education
Journal of Education Advancement & Marketing,
2
(3),
256-271
(2017)
Abstract
Social media and online conversations continue to influence institution perception, giving administrators an opportunity to identify and analyse social interactions relevant to their campus — a process known as social listening. Social listening can support and inform strategic initiatives on campus such as reputation and enrolment management, crisis communication and audience research and insight. When applied across campus, social listening becomes a vital source of intelligence to improve and achieve outcomes from brand to student engagement to fundraising efforts.
Keywords: social media; social listening; reputation management; market research; social media software; crisis management
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Author's Biography
Liz Gross is the market insights manager for the loan servicing affiliate of Great Lakes Higher Education Corporation, where she oversees an internal market research agency that facilitates business intelligence and drives a customer-centric and data-driven approach to decision making and strategy development. She has spoken about marketing, social media, analysis and higher education at South by Southwest EDU, South by Southwest Interactive, the AMA Symposium for the Marketing of Higher Education, the Penn State Social Media Summit, American College Personnel Association (ACPA), National Association of Student Personnel Administrators (NASPA) and multiple Council for Advancement and Support of Education (CASE) conferences. Her writing has appeared in Inside Higher Ed, New Directions in Student Services, the Direct Marketing Association (DMA) Marketing Analytics Journal and CASE Currents. Liz received her PhD in leadership for the advancement of learning and service in higher education at Cardinal Stritch University. She received the Leo and Margaret Goodman-Malamuth Outstanding Dissertation Award from the American Association of University Administrators in 2016. Liz holds a master’s degree in educational policy and leadership from Marquette University and a bachelor’s degree in interpersonal communication from the University of Wisconsin-Stevens Point.
Mike Horn is a marketing strategist with extensive experience driving digital communications and online marketing strategies. Horn currently serves as the senior director of marketing and communications for the Terry College of Business at the University of Georgia, where he oversees media relations, advertising, creative services and a variety of digital channels for the college. Prior to joining Georgia, Mike served as director of marketing for The University of Texas at Austin (UT Austin). Under his leadership, UT Austin’s social media accounts have consistently ranked among the top higher education channels in the USA. In a 2013 ranking, the Times Higher Education ranked UT’s Twitter account as the number one account for social authority among all top US and UK university Twitter accounts. Previously, Mike worked as a product manager at Dell, driving new products from idea conception to launch with over 50 successful global launches over the course of 11 years. In his last role, Mike developed a multi-year, multi-million dollar e-commerce, online support and customer experience roadmap for dell.com. Mike holds an MIS degree from the University of Tulsa and an MBA from the McCombs School of Business at UT Austin.
