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 CastroAs Vice President for Enrollment Management, Adam Castro oversees the operations of the Offices of Admission, Marketing, and Student Financial Services. His areas of responsibility include development of recruitment, marketing, admission, and financial aid programs designed to recruit, admit and retain students at Bloomfield College. He has been at Bloomfield College since 2003. 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), the ACT New Jersey State Council, NAFSA: Association for International Educators, and the Association of Independent Colleges and Universities in New Jersey (AICUNJ).
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.