Senior Lecturer, Public Relations - University of the Sunshine Coast
Dr Karen Sutherland is a Senior Lecturer in Public Relations at the University of the Sunshine Coast in Queensland, Australia with 20+ years industry experience. She holds curriculum development responsibility for social media and is a Senior Fellow of the Higher Education Academy. As the 2020 winner of the Social Media Marketing Institute's Best Social Media Educator of the Year, Karen is also the author of Strategic Social Media Management - Theory and Practice by Palgrave Macmillan, co-author of Public Relations and Strategic Communication by Oxford University Press and Co-Founder and Social Media Specialist at digital marketing agency, Dharana Digital.
Social listening involves the active monitoring of the publicly accessible conversations taking place on online platforms such as social media channels and blogs. It is a highly beneficial practice for any business or organisation, particularly those in the Higher Education sector.
The process of social listening should be undertaken as a core function of social media management. There are many...