The thrill of receiving that acceptance letter. Love for dining hall waffles. Financial aid frustration. Wi-Fi problems in the library.

There’s a long list of topics your audience might share about your institution on social media. Are you catching all those conversations, and, moreover, how do you handle each of them?

That’s where social listening—monitoring what’s being said about your institution—comes in. Social listening can have a big impact on your brand and your bottom line, according to Liz Gross.

“People talk about campuses all the time—much more than they actually talk to campuses,” says Gross, market insights manager at Great Lakes Higher Education Corporation, in the March/April 2017 issue of Currents. “The key value in social listening is finding when people are talking about you, not to you, and using that to inform your communication strategies, find customer service opportunities and be a part of the online conversation.”

The social monitoring process, though, involves lots of moving parts (not to mention an investment of time and money). For ideas to ramp up your listening operation, read advice from Gross and others in “Catch the Conversation” in Currents.

Then, join CASE Sept. 26, 2017, from 2-3 p.m. Eastern, for the next #casesmc Twitter chat on the topic, hosted by Gross. Swap tips to hone your social listening strategy with other communications, social media, and advancement professionals.