Opportunities for social listening in higher education

Liz Gross and Mike Horn

Journal of Education Advancement & Marketing, 2017, vol. 2, issue 3, 256-271

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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