The Next Wave of Market Intelligence: Social Listening

Indulge me, for a minute, while I paint a picture of a data-driven marketer’s paradise. Imagine a persistent focus group of all the right audience segments sitting outside your office, with no prompting needed for rich discussion. You have instant access to longitudinal data about your customers’ emotions, opinions, and intent at the push of […]

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Gateway Technical College Keynote Slides: Communicating With Students In The Digital Age

A few weeks ago I had the honor of delivering the keynote address for the kickoff of Spring Professional Development Week at Gateway Technical College. I shared data about the adoption of various communication platforms by college students, and findings from my dissertation and the National Survey of Student Engagement that suggest that the use […]

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4 Things I’ve Learned Teaching Social Media Measurement To Higher Education Professionals

I’ve been teaching the Higher Ed Experts’ social media measurement class for two years. Dozens of students from three countries, working in functional areas including admissions, alumni affairs, career services, development, marketing and communications, and academic program management, have devoted four weeks to improve the measurement of their social media program. I’ve enjoyed spending my […]

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“Best Practice” Doesn’t Mean Everyone Is Doing It

The worst way to start a paper (according to the faculty in my social network) is with the way the dictionary defines something. But that’s exactly what I’m going to do here. Merriam Webster, everyone’s favorite dictionary on Twitter, defines “best practice” as: “a procedure that has been shown by research and experience to produce […]

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I’m Joining the CASE Summer Institute Faculty

I’m not afraid to say it—CASE has become one of my favorite higher education professional organizations. They are involved on social media, produce quality publications, and their events are always well-executed (including the wifi, coffee, and catering!) So, I’m very excited to announce that I will joining the faculty of the 2017 Summer Institute in Communications and Marketing. […]

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Social Media Metrics or Goals: What Comes First?

The #1 Social Media Measurement Question I Hear When I meet new higher ed pros at conferences and they find out I teach a course in social media measurement, I’m frequently asked, “What’s the number one thing every social media professional should measure?” This is an impossible question to answer. It’s almost as difficult as, “What […]

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Moving From Wow to Why

Think about that least time you heard one of your colleagues talk about a wow-inducing social media campaign from a campus. “Wow, did you see that awesome Can’t Stop The Feeling video that campus made for graduation?” “This school is on Snapchat and does student takeovers every week—wow!” “Wow, I can’t believe a mascot can […]

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It’s Time For Higher Ed Marketers To Embrace Social Listening

Online conversations equal reality for many people In a world where, for most people, reality is what they see on their computers and mobile devices, it is imperative for campuses to understand the online conversation about their brand. While campuses and companies continue to invest money in branding and PR campaigns, the general population is […]

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Great Social Listening Article in CASE Currents

Hi readers! This is a quick post to draw your attention to an article in the March/April 2017 issue of CASE Currents that is currently available to the public: Catch the Conversation. This is a deep dive into the topic of social listening for higher education. I was interviewed for the piece, so if you’re […]

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What Does “Social Media Strategy” Mean?

This post was originally written for the Higher Ed Experts Faculty Voices series. As a member of the faculty, I teach Social Media Measurement for Higher Ed, a 4-week online certificate course to help higher education professionals improve their ability to quantify their social media efforts. In addition to discussing higher ed social media metrics, […]

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