Center for Marketing Research
Social Media and College Admissions: The First Longitudinal Study
Conducted By: Eric Mattson, Nora Ganim Barnes, Ph.D.
What is your organization's return on insight from listening? How you are using what you listen for to guide your social media strategy and what is the value it returns? Please leave me a comment with your story.
The chart above shows that college admissions offices surveyed that are using social media tools are using listening to support their social media strategies.
The study describes how they listen:
Using free tools to listen is good if you're just getting started. Fine tuning your key words is the most important step in these beginning stages. But trying to manually search for conversations on a regular basis can prove daunting if there is a high volume data to sift through. Some nonprofits, March of Dimes and the Red Cross have migrated to professional listening tools, like Radian 6 which make it easy to prioritize conversations. I've been discovering this myself as I explore using Radian 6.
- What is the return on the insights you've gleaned from listening? Can you share a story of what you heard on the social web and how you used it?