Brain Waves Blog

Artificial intelligence (AI) is more than just a buzzword, it’s become woven into the fabric of everyday life. Picture a student searching where to go to college who is met with an AI summary at the top of the search results, or a parent typing prompts into a university chatbot to figure out when Move-In Day occurs, or a professor leveraging generative AI in the classroom to tailor feedback to individual learning styles. In all of these scenarios, you can use AI to center the needs and questions of individuals in your marketing strategy.

Prospective students are giving you a roadmap to their college decision in their conversations with peers on Reddit. Trends and insights from a decade of social intelligence research identified five themes students and families value in college admissions—get the report. We expanded on the strategies in the report to share more recommendations and examples to connect with and appeal to right-fit students. Use the ideas that fit your audience and community to meet and exceed enrollment goals.

You need more stories, storytellers, and awareness of the stories other people tell that shape consumer opinion. That’s how you’ll stand out to prospective students, donors, opinion leaders, and rebuild the public’s trust in higher education.

I love regional public universities—I’m the product of one (Go Pointers!) and an incoming alumni board member. During my 20+ years in higher education I’ve worked with many regional publics and understand the outsized role they play in the industry.

Social intelligence is a growing global industry. Insights gleaned from publicly available online conversations inform billion-dollar entertainment productions, real estate and technology decisions for new restaurant chains, and product formulary for food and beverage companies amidst emerging consumer health concerns.

Social intelligence tells us that prospective students seek peer guidance on social media and Reddit about if and where to go to college nearly 10x more than they did 10 years ago. The authentic and unfiltered insights from social intelligence give you a deeper understanding of the voices in your community and enable you to design and assess programs with learners at the center.