You’ve been giving your president and board the wrong information from social media, and you need to fix it as soon as possible. I’ve spent the last few weeks listening carefully to trustees, current and former presidents, and the people who advise them. These were positive conversations, but they revealed a huge gap. One former president put it plainly.
Reddit filed to go public on the New York Stock Exchange last month, and I paid close attention. Its prospectus highlights the impact the anonymous forum site has on public trust—and how higher education leaders can leverage the insight within its 17 billion posts and comments to rebuild trust and inform a proactive, audience-centric market strategy. Higher education didn’t understand the impact Facebook would have on its operations when it went public over a decade ago. Don’t make the same mistake with Reddit. Here’s what you need to know.
Ongoing social listening analysis allows you to better understand your baseline conversation and create personal benchmarks, track seasonal changes, evaluate the effects of crises, and measure the impact of new campaigns.
Is National Hispanic-Latino Heritage Month (September 15–October 15) in your fall content calendar? How was Pride Month? Do you already have plans for Black History Month?
As presidential digital leadership evolves, marketing leaders and their teams are more likely to support an executive social media presence. Even if you haven’t done this in the past, presidents change, and each change in leadership brings with it a change in social media presence. Being a leader on social media without a strategic focus is risky, and every executive should have a thoughtful approach to their online presence. Marketing leaders can help guide and mold the presidential approach to social media.
For most of the last decade, the way campuses show up on social media has become eerily similar. Campuses are on the same channels, posting similar content, chasing similar metrics. Social media has become just another set of channels on which to broadcast marketing messages in a one-to-many fashion. The pixel size is different or the on-screen images might move, but much of what is posted on social is just a few creative steps away from a billboard or a TV commercial. I refer to the mentions on social networks holistically as “online conversation,” but let’s be real—there’s very little actual conversation happening.