Online Presence Is Your Brand: What Does Yours Say About You?

Facebook, Twitter, Instagram, YouTube, Flickr… the list goes on. And for some schools, it goes on, and on, and on: at many schools, dedicated fans, student groups, professors, and departments decide to make social media accounts that are unofficially affiliated with the school. They may use your school name or logo, but the content they post may not have to follow the same guidelines and brand messaging that the official campus social media accounts do.

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Spring Hill College Refreshes their Brand with Social Listening

Social listening is a flexible and direct way to earn insight into understanding the mindset of your target audience. Audience research and conversation analysis allows you to identify a target population and analyze all (or a sample of) their conversations over a defined period of time. Campus Sonar recently worked with Spring Hill College (SHC) in Mobile, Alabama. Using conversation analysis, Campus Sonar helped SHC uncover their brand and define it so they could move forward, using brand research to build their strategy.   

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How Owned vs. Earned Conversation Analysis Informs Content Strategy

In higher education (like every other industry), brand management is one of a college or university’s top priorities. With social media and the media molding the public’s perception of your brand, it’s your job to stay on top of your reputation—creating content that contributes to the conversation and aligns with your strategic goals. How do you know you’re doing that? First you need to understand the conversation about your brand using three key metrics: share of voice, owned vs. earned conversation, and brand attribute conversation. Today I’m diving into owned vs. earned conversation, but you can also find more details and case studies in The Higher Ed Social Listening Handbook.

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