What's Normal? Benchmarking Higher Ed News Sources

We’re sharing a sneak peek into the types of insights members of our new STREAM service get by digging into some aspects from the first 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 STREAM member.

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What's Normal? Benchmarking Higher Ed Social Media

We’re kicking off 2021 with a new way to approach data and analysis in higher education. STREAM is our new membership service that unites social listening research, digestible insights, and a private community of like-minded peers. Members are empowered to make informed, timely decisions based on social listening data and research addressing core areas of higher education like:

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Compare Online Conversation About Your Campus to Peer Institutions

As soon as we decided to start Campus Sonar, I committed to providing social listening benchmarks for the higher education industry. This was a direct response to what I heard from campus-based professionals at conferences and during research conversations. While the concept of social listening was intriguing, administrators weren’t sure how much conversation they should expect to find about their campus. Once they looked and knew how much conversation there was, the first question they had was “is that normal?” This is why we released our 2019 Online Conversation Benchmarks study—I wanted every college and university to be able to measure their online conversation and know how it compared to their peers. 

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Using Online Conversation Benchmarks: Higher Education Alumni Conversation

With graduations across the country this spring, universities gained thousands of new alumni. But as soon as students graduate and leave campus, it becomes harder to engage with them and continue to build a relationship. One of the keys to connecting with new alumni is to not wait until they’ve graduated, but to engage with them before they become alumni. The more engaged and connected students are to an institution, the more likely they are to become engaged alumni. This speaks to Dr. Jay Le Roux Dillon’s idea of alumni identity—the measure of how deeply a graduate associates their own self-identity with their alma mater. The closer alumni feel to your institution, the more they’ll feel compelled to give—both time and money.

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Using Online Conversation Benchmarks: Higher Education Admissions Conversation

May 1 is National Decision Day. High school seniors all over the country have been visiting campuses, applying for admission, and are now making decisions. What's the decision process like and what do students say during the process? Tim Jones, Chief Communications and Integrated Marketing Officer at Beloit College shares that “decisions are made using a complex mix of facts and feelings that don’t always make sense together.” One way to get a handle on students’ thoughts, feelings, and conversations around the decision process is through social listening.

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