Brain Waves Blog

We’re sharing a sneak peek into the types of insights our client partners get by digging into some aspects from our report, Social Listening Benchmarks for Higher Education: January 2021. If you caught our last blog post, we explored social media as a conversation source and how you can analyze your campus’s online conversation against a comparable sample. Now we’re looking into news as a content source and how sites labeled or promoted as news sources can inform your content strategy. The posts should give you an idea of the depth of analysis and insight you can get as a partner.

We’re sharing a sneak peek into the types of insights our client partners get by digging into some aspects from our report, Social Listening Benchmarks for Higher Education: January 2021. It’s intended to support you in analyzing your campus’s online conversation behavior against a comparable sample. The report covers online conversation trends in higher education and institutional benchmarks by enrollment size and type. But we also looked at where these conversations were happening—what were the sources of the conversations? It’s important to understand where your annual conversation occurs. It informs where to invest your time and effort, and guides your overall content strategy. 

The average number of institutions a student applies to has been steadily increasing, and your prospective students evaluate your campus against many others. To help your institution stand out, one of the best uses of time and resources is building competitive intelligence—the process of gathering and analyzing information about peer institutions to inform your own positioning. 

As a young professional attending networking events in the tech and B2B world, I was dismayed to find a closed and competitive atmosphere: acquire as much information as possible, while surrendering the least. This culture reflected a model that required ideas to be proprietary in order to be monetized. In fact, I’d lost count of the number of non-disclosures I had to sign—in some cases simply to interview for a position. 

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