While many colleges and universities are still trying to harness the power of social media in recruitment and enrollment strategies, a new field has evolved. Strategic social listening can identify engagement opportunities in stealth prospective students, reveal audience insights to inform content strategy, and amplify positive content from current students. Finding students talking about your campus, but not to your campus, is a crucial source of intelligence in the age of peer influence.
In this episode of Admissions Live, we sit down with Dr. Liz Gross to discuss the genesis of social listening and how enrollment professionals can use it to capitalize on student interest, identify potential flaws, and much more.
Adam CastroAdam Castro currently serves as the Vice President of Admissions at Mercy College, a private, multi-campus, comprehensive college in New York. His portfolio includes the areas of college admissions, marketing, branding, and analytics, and the Student Services Support Center. Prior to arriving at Mercy, Adam spent nearly fifteen years at Bloomfield College, the last seven as Vice President for Enrollment Management overseeing admissions, marketing, and financial aid. Adam is an active member of numerous organizations including the National Association of College Admission Counselors (NACAC), the American Association of Collegiate Registrars and Admissions Officers (AACRAO), and NAFSA: Association for International Educators. He is also co-host of Admissions Live, a monthly professional development program on the Higher Ed Live network. A New Jersey resident, Adam received his master’s degree in Public Administration from Kean University and holds a bachelor’s degree in Journalism and Media Studies from the Rutgers University School of Communication and Library Studies.
Liz Gross is a higher education marketing and communications scholar, practitioner, speaker, author and instructor, with expertise in social media. Her professional super powers include designing and analyzing market research, applying social media strategy to multiple areas of the organization, explaining difficult concepts in simple language, and using social listening to develop consumer insights and assist with reputation management. She’s currently the Market Insights Manager at Great Lakes Higher Education Corporation, and previously held marketing and communication positions at UW-Waukesha and UW-Milwaukee. Liz received her Ph.D. in Leadership for the Advancement of Learning and Service in Higher Education from Cardinal Stritch University.