You wrote your query and segmented out athletics, but do you have accurate and relevant data and is it categorized correctly? Even the most carefully written queries and rules may let irrelevant mentions seep in, so validating the integrity of (i.e., clean) the data is crucial to your social listening strategy. That's where expert human analysts come in.
With March Madness upon us, you might notice a higher prevalence of basketball mentions in your school’s online conversation, or just online in general. While athletics can bring helpful attention and money to your school, for staff members interested in other areas of the conversation, the focus on athletics can overshadow the academic conversation and targeted brand messages. Separating the athletics conversation from the rest of the conversation is possible and can be helpful in strengthening non-athletic conversations.
At Campus Sonar, influencers are an important part of the social listening conversation because they create a connection between audience and content. More and more, people are turning to social media to help make decisions. In fact, a recent Edelman study found that 53% of people view "a person like yourself" as a credible technical or academic expert.