Social Media Listening Expert
Liz Gross is the founding director of Campus Sonar, a specialized social listening agency for colleges and universities. After working in campus marketing roles for more than seven years, she joined Great Lakes Higher Education Corporation to develop a holistic social media strategy to improve engagement and outcomes for 8+ million student loan borrowers and thousands of partner schools. Her data-driven approach to social media led to the development of an internal market research agency, making use of both traditional and social data to support customer-centric strategies. In 2017, she launched Campus Sonar through intrapreneurship, combining a keen understanding of social media strategy and trends with market research methodology and a focus on higher education.
Over the last two years Liz has spoken about social media and higher education at dozens of industry events, receiving “Best of Track” recognition at both the eduWeb Digital Summit and HighEdWeb Conference in 2017. Her co-authored article “Opportunities for Social Listening in Higher Education” appeared in the winter 2017 issue of the Journal of Education Advancement and Marketing. In 2018, she published The Higher Ed Social Listening Handbook, a guide for campuses to understand and implement strategic social listening.
Liz holds a bachelor’s degree in interpersonal communication from the University of Wisconsin-Stevens Point and a master’s degree in educational policy and leadership from Marquette University. She received her PhD in Leadership for the Advancement of Learning and Service in Higher Education at Cardinal Stritch University. Her dissertation research examined the relationship of communication method and the frequency and content of college student interactions with faculty, and she was awarded the Leo and Margaret Goodman-Malamuth Outstanding Dissertation Award from the American Association of University Administrators.