Listening On Social For Over 10x More Engagement

About the Episode: Getting a mention on social media is only half the win. Real engagement happens when we respond. This was Sabreen’s philosophy going into this shift in mentality for Rosalind Franklin University of Medicine and Science. As the sole social media manager for the university, she decided to devote at least as much time to social listening (and responding, and reposting) as content creation. The results have been incredible for RFU: In under one year, their mentions have gone from 600 to 7,200 (that’s over 1,000% increase), and the number of people engaging on social (aka unique authors) from 170 to 1,600. Want to reach more people on social? Rebalance your listening to posting ratio and get these astonishing results.

‍

Key Takeaways

• Engagement Over Content: Responding to comments and mentions can transform social media channels, creating deeper engagement than content alone.
• Organize for Success: Scheduling dedicated times for social listening can help maximize impact without overwhelming your workflow.
• Leverage Social Listening Tools: Using tools like Brandwatch, Mention, and manual searches on forums like Reddit helps capture relevant student sentiments.

‍

Episode Summary

Why Prioritize Social Listening?

Sabreen Alphadel shared that before implementing this strategy, her team primarily focused on creating and sharing content, often overlooking opportunities to engage with mentions and comments. A SWOT analysis revealed missed opportunities where students and others in the community were engaging with Rosalind Franklin University’s content, but the institution was not responding back. Sabreen recognized that while mentions were a good start, engaging with those mentions was crucial to building a sense of community and enhancing the university’s online presence.

‍

Setting Up a Structured Engagement Strategy

As the sole social media manager at Rosalind Franklin University, Sabreen implemented a structured approach to social listening. She set up calendar blocks to dedicate specific times each day for reviewing mentions and tags, checking each commenter’s profile, and crafting thoughtful responses. By devoting two one-hour blocks each day, Sabreen maintained balance between content creation and social engagement, ensuring that she didn’t miss critical engagement opportunities. Additionally, the team employed tools like Brandwatch and Mention to track keywords and mentions across platforms. Forums like Reddit became valuable sources for honest student feedback, which provided insights for refining their content and admissions processes.

‍

Creating an Authentic Online Presence

Sabreen emphasized that engagement on social media is not just about increasing numbers; it’s also a powerful way to showcase the university’s tight-knit community. The team at Rosalind Franklin took time to respond thoughtfully, often resharing posts from students and event partners on the university’s channels. This not only acknowledged the individuals involved but also amplified their messages, creating a sense of inclusivity and appreciation. Sabreen shared examples like engaging with a prospective student on LinkedIn who posted about a university open house event and mobilizing faculty and student leaders to respond. This simple interaction fostered excitement and demonstrated the university’s supportive community to prospective students.

‍

Impact of the Strategy

Since adopting this engagement-focused strategy, Rosalind Franklin University’s social media mentions have increased by over 1,000%, reaching a total of 7,200 mentions. The university also experienced an 867% increase in unique authors and a 200% increase in content interactions on Facebook. These results demonstrate that prioritizing engagement allows the university to reach a wider audience, attract prospective students, and increase brand loyalty. Sabreen also noted that engagement is now more selective; for some mentions, a like or brief acknowledgment suffices, while others, especially those showcasing university events or student achievements, receive longer responses or reshares‍

‍
‍

About The Enrollify Podcast Network
Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Mission Admissions and Higher Ed Pulse.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com. 

‍

Connect with Us at the Engage Summit:
Exciting news — many of your favorite Enrollify creators will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $200.

Learn more and register at engage.element451.com — we can’t wait to see you there!