In October 2017, Liz Gross became the founding director of Campus Sonar, a specialized social listening agency that, as her LinkedIn page explains, empowers colleges and universities to find and analyze conversations that matter, seize engagement opportunities and develop data-informed strategies.
“From concept to launch, Campus Sonar has been an exercise in intrapreneurship,” said Gross. “We provide services and solutions that have a strategic impact on enrollment management, retention, marketing, media relations, crisis communications, alumni engagement and development outcomes.”
Her social media listening organization for universities does a deep dive to uncover keywords, influencers and topics that shape a university’s enrollment and reputation.
While it may sound like Campus Sonar is a software company, Gross stresses that is not the case. In fact, she said the real value her company brings to the table is people, including analysts and strategists who do the technical work and pinpoint actionable insight.
Needless to say, Gross is regularly on the cutting edge of constantly-changing social media capabilities. She zeroes in on a deeper strategy for how these channels can produce results and return on investment.
Prior to Campus Sonar, Gross was an instructor, social media measurement for Higher Ed, where she crafted an online course to provide social media measurement training for marketers and communicators who work in the higher education field. She did that for close to three years, until August 2017, and then became founding director of Campus Sonar last fall, in October 2017.