Brain Waves Blog

I’m going to be vulnerable in this post. This is intentional; you haven’t stumbled across a mistakenly published diary entry. Our educational institutions serve humans with a myriad of feelings, challenges, and experiences. This is mine, and I hope it helps you understand others’.

We don’t need another study proclaiming that public trust in colleges and universities is at an all-time low in our country. The conclusions are predictable, and so is the response; a defense of higher education as it always has been, often putting the blame on the public who just doesn’t get why it’s so important. Defending, rather than listening to understand, is doing more harm than good.

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?