Skip navigation
EAB Logo Navigate to the EAB Homepage Navigate to EAB home

How to harness the power of social media for effective climate crisis management

Use these tools to use social media as part of your climate crisis management plan.

When a campus climate incident surfaces on campus, the event is often posted, shared, and dissected on multiple social media platforms—almost instantly, a local incident grabs national attention. Misinformation about an incident and misrepresentation of how the institution is responding can spread quickly as unaffiliated individuals contribute to the conversation. Senior enrollment, student affairs, and campus leaders express they feel powerless to control a social media firestorm that can tarnish an institution’s reputation almost overnight.

Despite years of investment, social media monitoring is an enduring challenge for colleges and universities. Most monitoring efforts are reactive, campus initiatives remain siloed across individual departments, and responses are too slow to keep pace with the rapidly moving conversations happening on various platforms.

More on this topic

This resource is part of the Manage Campus Climate Flashpoints Roadmap. Access the Roadmap for stepwise guidance with additional tools and research.

Progressive institutions recognize the need for continuous and centralized monitoring—also known as social listening. Social listening provides actionable information on critical topics through continuous and sophisticated social media monitoring. Businesses and other organizations—and increasingly higher ed—recognize the potential of social listening for a variety of strategic uses, including crisis management.

Explore each tool

Use this tool to reflect on how you currently use social media to identify and respond to climate flashpoints and crises. This audit will be most useful for campus leaders and staff who are directly involved with your institution’s current social media monitoring efforts.

Use this tool to jumpstart your institution’s evaluation process for investing in an enterprise-level technology platform to support social listening. This Buyer Guide includes two components: a vendor compendium and a vendor scorecard.

Research and resources to guide your next steps

In the wake of tragedies on several campuses across the U.S., many institutions formed interdisciplinary behavioral intervention teams (BITs) to support and track students of concern. In this study, we identify best practices for expanding the referral network and streamlining the information gathering and tracking process.

More Resources


Integrating Academic and Career Development Toolkit

Explore this toolkit for four resources to develop experiential learning opportunities, encourage reflection, and enable assessment.
Strategic Advisory Services
Research Report

Continuing Education Units

This report investigates how other institutions structure and market Continuing Education (CE) units and programs at Canadian institutions.
Strategic Advisory Services for Community Colleges
Research Report

Athletic Scholarship Awards at Community Colleges

This report explores how coaches and directors use athletic scholarships to recruit and retain student athletes at community…
Strategic Advisory Services for Community Colleges