Brain Waves Blog

Your social media manager isn’t the right person to determine how you use (or don’t use) social listening. And they’re not the only end user of insights—far from it.

Over the past year, I’ve noticed an emerging trend in conversations about leadership in higher education. More and more people are saying something I never expected to hear so often:

Everyone with an interest in postsecondary enrollment or the health of the industry seems to be talking about research methodology these days. A 5.5% increase in first-year student enrollment was misreported as a 5% decline due to a data coding error announced by the National Student Clearinghouse Research Center. Professionals are frustrated that “a thermometer for a feverish sector” could have such an inaccurate reading; some maintain that a preliminary report created in response to a worldwide pandemic and possibly carried forward due to its headline-grabbing nature should never have been considered a reliable industry indicator.

I had the most wonderful campus visit in November. Two members of a university leadership team invited me to speak with a group of stakeholders about social intelligence and Campus Sonar. The visit stood out to me because they followed some best practices to vetting and building a relationship with an expert partner. Here’s how to adopt their approach.

Perception is shaped by human feelings and opinions, and is dynamic in nature. Traditional research methods such as focus groups, interviews, surveys, and audience panels, often carry inherent biases and assumptions that impact the data collection process.

Brand and reputation management is one of the earliest and most significant applications of social intelligence. In the current higher ed landscape, reputation management issues surface almost daily. This broad topic stretches across all areas of campus and includes things inside and outside of your control. But you do have control over when and how you prepare for and respond to each situation.