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Brain Waves Newsletter

February 14, 2018 │ Issue 4

In this Issue

Director's Letter

The Higher Ed Social Listening Handbook TabletHappy Valentine’s Day! To show our love for our newsletter subscribers, we’re offering you a special gift. You’re receiving exclusive access to The Higher Ed Social Listening Handbook—the general public won’t have access to the link until next week (but if you pass it on to a friend, we won’t tell). This handbook is the go-to resource to understand and implement social listening on campus. Inside its 99 pages of awesome, you’ll find:

  • Why social listening matters in higher education
  • What social listening is and how to use it strategically
  • Tips for buying social listening software
  • A strategic model for social listening in higher education
  • Key metrics, how-to guides, and over a dozen campus case studies related to social listening for crisis management, student engagement, brand management, influencer marketing, and audience research
  • Predictions for the future of social listening in higher education
  • A vocabulary and reference guide
As you make your way through the handbook, I’d love to hear your reactions! Tweet us @CampusSonar and let us know what resonated with you, any questions you have, or ideas for additional resources we can create for you. Since we’ve been so busy working on the handbook, this month’s newsletter is a bit shorter. We figured you’d understand.


 A Week of Live Content

All the cool kids are going live on social media these days, so we’re joining the party! Campus Sonar Live Week is February 19-23, and we’re connecting you with industry experts, sitting down for story time with The Higher Ed Social Listening Handbook, and sharing a little more about the folks on our team.

Campus Sonar Live Week IconTo catch the live broadcasts, make sure you like our Facebook page, and follow us on Twitter and Instagram at @CampusSonar. We’re excited to answer your questions live and involve you in the fun and learning! You’ll of course also be able to catch the replays, and we’ll be live-blogging all week on the Brain Waves blog. For a full schedule of what we have planned, visit the Campus Sonar Live Week page on our website.

Some of our confirmed broadcasts include:

  • Meet the Campus Sonar Team
  • Interview with Josie Ahlquist, digital leadership educator
  • Ask an Analyst
  • Interview with Susie Kirk, Henderson State University
  • Interview with Ashley Rains, Spring Hill College
  • Live on Location at Beloit College: Interview with Tim Jones and Melissa Dix
  • Interview with Tyler Thomas, University of Nebraska, Lincoln
  • Anatomy of a Social Listening Snapshot
  • Interview with Nicholas Love, North Carolina State University
  • Interview with Andrew Cassel, University of Alaska Fairbanks
  • The Higher Ed Social Listening Handbook spotlight and story time

Recent Blog Posts

How to Use Social Listening in a Crisis by Liz Gross, January 17, 2018

Digital Brand Reputation and Social Listening: Beloit College by Michelle Mulder, January 24, 2018

How Campus Sonar Actually Works by Liz Gross, January 31, 2018

Introducing Ashley Tanner: Campus Sonar Strategist by Ashley Tanner, February 7, 2018

Using Online Reviews to Deliver Higher Education Insights by Amber Sandall, February 14, 2018

Coming Soon!

February 26—Campus Sonar analyst Amber Sandall will join a panel of guests on Admissions Live to talk about What Students Want. Amber will discuss her perspective on what accepted students talk about on social media. Stream the event live at 1:00 p.m. EST or listen to the podcast.

Key Social Listening Resources

Each month the Campus Sonar staff shares what they’ve been reading, watching, and listening to as it relates to social listening. If you have resources you think might be helpful, send them to

Make It, Don’t Fake It Stephen Waddington, a visiting professor at the Newcastle University, demonstrates how easy it is to fake followers and engagement on popular social networking sites.

Are You Really Listening to Your Customers? Use Social Data An explanation of how to use social data to listen to your customers and integrate it into your marketing plan. The article provides an explanation of social listening, why you should pursue social data, overcoming misconceptions, and getting started.

The Emoji Report An analysis of how we use emojis (including positive vs. negative emojis, and how men and women use emojis differently) and how consumers and brands use emojis (such as the most positive brands and the most positive and negative industries).

How to Use Social to Amplify Earned Media This podcast episode talks about telling the bigger story—and how social media is part of the arc of the story. You’ll learn why both online and offline media sources still matter, what many businesses overlook when it comes to influencer marketing, how to approach social both proactively and reactively, how technology can benefit PR pros by changing crisis management, and why you need to heavily integrate PR with marketing.

Why Is Earned Media So Difficult to Measure Accurately? Accurately measuring and reporting the impact and effectiveness of earned media has been, and continues to be, the subject of persistent debate within the public relations industry.  

The Follower Factory Social media identity theft is becoming a booming economy—as many as 15 percent of Twitter’s active users are automated accounts designed to simulate real people. And many social media companies, whose market value is closely tied to the number of people using their services make their own rules about fake accounts. Learn more about social media’s black market.

See Campus Sonar

Campus Sonar Goes LIVE / February 19-23 / Online
Watch for live interviews, mini-sessions, and behind-the-scenes access to the work we’re doing. Plus newsletter subscribers will have early access to our new eBook!

DRIVE/ February 27-28 / Seattle
See Campus Sonar Director Dr. Liz Gross present Using Social Listening to Identify Alumni Engagement Opportunities & Influencers on February 28 at 11:10 a.m. PST.

South by Southwest EDU / March 5-8 / Austin, TX

See Campus Sonar Director Liz Gross and NC State Social Media Strategy Hub Director Nicholas Love present The Case for Strategic Social Listening on Campus on March 8 at 9:30 a.m.

CASE Social Media and Community / March 14-16 / New Orleans, LA

Dr. Liz Gross is a faculty member at the CASE conference, going beyond social engagement and delving into strategic storytelling, helping you align your content strategy with the goals of your campus.

Tell Us What You Think

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Campus Sonar 2401 International Lane  Madison WI 53704 USA

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