Online Conversation Benchmarks for Higher Ed

The most impactful strategic insights we identified from our analysis tell us a few things about the behavior of higher education’s online conversation.

  • Quality, engaging content influences how your audience talks about you online. You can shape your online presence so it’s representative of your institution. This is especially important given the 90-9-1 rule—90 percent of the population observes the conversation, while only one percent creates the conversation.

  • Every conversation that you find about your institution is an opportunity to learn from or engage with your audience and increase your ROI in the form of tuition revenue or fundraising.

  • Athletics conversation is increasingly impactful—whether to complement your general conversation about your brand, gain positive sentiment, or create brand alignment—it levels the playing field for online conversation and supports your institutional brand.

-Campus Sonar