You know as well as I do that your school needs to build a solid reputation online as well as offline. However, building a reputation for all the wrong reasons is not the route to take, such as receiving a bad Ofsted report. This is why it is so important to track your school’s social media platforms constantly and keep your eye out for anything that’s damaging to your school’s reputation.
That’s where social listening comes in… Social listening finds causes behind these conversations on social media and in turn, helps you implement changes. By performing social listening, it gives you the insights and tools to create content your followers actually want to see, come up with new ideas based on what your audience is talking about and interact directly with this audience.
So, why should you start using it? Here are 4 reasons…
#1 Your audience loves it when you respond
They want to be heard on social media and being responsive makes a difference.
Your audience wants you to respond. But, more so it’s about using social listening to structure responses that provide real value to them. The kinds of responses you want are those that will create loyalty and increase customer retention.
#2 Keep track of your school’s growth
You’re unlikely to attract new families to your school if you’ve been in the limelight for something not so flattering. It’s very easy to ignore negative comments, but it becomes a problem if they start to outweigh the positive.
This is the best time to use social listening. You can look into what’s been said online, discover what the issue is, create a structured resolution and either, respond to the individual or begin to build your school’s reputation back up.
#3 Discover new opportunities for your school
Often, your audience will do the hard work for you. When many start complaining about the same problem, it’s something to take note of, and go with.
For example, you may see a parent on the lookout for an early morning breakfast club and a late after school club as they have to commute for work. As a school that has the facilities to hold such clubs, you could look into this. You could go further than what’s been discussed online, such as introducing evening snacks or dinner for those whose parents can’t collect them until late.
#4 Increase your enquiries and admissions
Social media holds so many opportunities. By using social listening, you can discover the sort of content your audience enjoys by looking at their posts, what they’re sharing etc. You can then create relevant content that matches and will begin to or continue bringing you new enquiries, and eventually admissions.
What tools can I use for social listening?
There are so many social listening tools out there for you, so we’ve listed 8 of the most popular ones for you down below. In no particular order…
- Hootsuite – all platforms
- Keyhole – Twitter, Instagram, YouTube, and Facebook only
- Awario – all platforms
- Buffer – all platforms
- TweetReach – Twitter, Facebook, and Instagram only
- BuzzSumo – all platforms
- SproutSocial – all platforms
- Mention – Facebook, Instagram and Twitter only
All of these tools are super easy to use and so handy. Plus, a lot of them offer a free trial so you can try a couple before you commit to one.
Keeping a close eye on your school’s social media channels allows you to see growing and shifting trends from your audience and therefore cater your content for them.
If you’d like an agency to help your school with social listening, or anything else to do with social media, just get in touch, we’d love to help!