How to Use TikTok for Social Listening

By now you’ve probably heard about TikTok, the short-form video app with more than a billion downloads worldwide and over 500 million active users. Launched in China in 2016, it entered the U.K. and U.S. markets in 2018. Currently it supports 15 languages and users in at least 75 countries. According to Google Trends, interest in TikTok as a search term peaked this summer in both the United States and the U.K., and worldwide in April 2019.

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13 Tips for Using Social Listening in Higher Education

Regardless of having the word social in the name, social listening is not something you do just to get better at social media. Let’s repeat that—social listening is not just about social media! Social listening is an investment in strategic intelligence (across various channels), that gets you closer to what is being said to and about your institution with implications across almost every area of campus. Listening to your online conversation builds trust, which is arguably the most valuable commodity today.

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How to Use Data-Driven Marketing in Higher Ed

When I founded Campus Sonar, I wrote a blog post about the need for data-informed marketing in higher education. It’s been almost two years now and the industry has made progress, but I feel like we still have a ways to go. Recently, I contributed to a blog series for Adapt about data-driven marketing and current trends—and I realized I had a lot more to say (most of you won’t be surprised about that). So here’s part two of my thoughts on data-driven marketing, marketing trends, and the impact on higher ed.

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Owning Higher Ed Hashtags

Hashtags are a symbol that for the longest time was really only found on a button on your phone (yes, there were these things called “landlines” with physical buttons). But now the omnipresent hashtag is something more—an organizer used to group social content that evolved in programming and has seeped its way into many social media sites. Not only does it organize content, it mobilizes movements. There’s a lot to discuss with these little guys—owning them, “owning” them, and why they matter in higher ed.

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The World Needs More Cowboys: A Higher Ed Movement

“Two ears. One mouth.”

It’s a sentiment that’s been attributed to everyone from Epictetus to the Discovery Channel’s Mike Rowe, but the idea that we must listen more than we speak is one that rings true no matter the source. In higher education marketing, listening to our external and internal audiences is critical to developing communications and strategies that drive meaningful change—whether that’s growing enrollment, protecting and growing the university brand, or telling our stories in a way that connects with audiences on an emotional level. At the same time, as marketers, we’re challenged with attracting prospective students in a crowded marketplace where these students may be questioning if college is even worth it.

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