Social Media Analytics & Higher Education
By Mohit Phogat on Sep 12, 2013
Social media analytics is the process of collecting data from social media web sites and analyzing them to understand and improve customer satisfaction and experiences. Most of the data collected is often non numeric and unstructured, requiring the use of text analytics to understand the emerging themes and sentiments among the social media users.
Social media analytics are becoming increasingly popular in higher education. However, the application is still in its infant stages with primary emphasis on marketing, communications, athletics and enrollment management.
Transient social media content over a period of time can provide valuable information on issues and challenges facing the students, both in social and educational environment that are tightly integrated on college campuses today. Long term trends beyond counts and frequencies of social media data such as sentiment analysis can reveal issues of importance to institutions and students that are often on the back burner among the institutional priorities.
Adoption of advanced analytics in Higher education is still slow to improve student learning and success. However, it appears that the increasing popularity of social media sites such as YouTube, facebook, LinkedIn and twitter on college campuses is forcing many areas, especially the admissions management, marketing and communication offices, to tap into this resource for recruitment, retention and brand reputation.
Although most of the conversations on social media often focus on sporting events, strategically shifting the conversation to topics such as college costs, sponsorships, quality of faculty and staff, and employability after graduation may help the students to better understand the college choices and in the process improve student satisfaction and experiences.
However, social media analytics need to be integrated with PeopleSoft on college campuses to tap into the richness of data available from several offices to gain complete perspective on students.
Oracle offers products like Oracle RightNow and Oracle PeopleSoft CRM which bring integration to social tools and likewise websites. Besides a lot of other benefits, Social Experience enables brands to harness consumer influence and passion in service of the brand. From social media monitoring to branded online communities to a full-service Facebook experience, it is designed to extend experience to the places where consumers are learning, sharing, and buying across the social web.
Some other benefits include:
- Enable a truly differentiating Facebook experience – one that increases your credibility and customer loyalty by delivering on your brand promise through support and engagement
- Build a thriving peer-to-peer support community empowering customers to help themselves, each other, and your organization.
- Make it easy for agents to monitor and engage in relevant customer conversations as they emerge on Twitter, YouTube, RSS-enabled sites, Facebook fan pages, and your own community.
- Provide customers with a forum to collaborate and share insights into product improvements and potential new markets to further drive innovation