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How Listening on Social Can Increase Your Institutional Value

Social listening involves more than just monitoring mentions, tags and likes on your institution's social media pages, according to one social media expert. If you aren't really listening to what students are saying on social media, you might be missing out on important social engagement.

"People talk about campuses all the time—much more than they actually talk to campuses," says Liz Gross, social media and market research strategist at Great Lakes Higher Education Corporation. "The key value in social listening is finding when people are talking about you, not to you, and using that to inform your communication strategies, find customer service opportunities, and be a part of the online conversation that is increasingly becoming such a trusted resource for people."

In a recent Currents article, Gross offers tips for enhancing your social listening operation, including taking a team approach to social listening and sharing your successes with staff to garner support.

Read more about these ways in "Cach the Conversation" in the March/April issue of Currents. Download the Currents app for access to the digital edition.

This article is from the March 2017 BriefCASE issue of BriefCASE.